Demand Generation is a Team Sport not a Job Function

Demand Generation is a team sport where multiple disciplines within marketing and sales work together to achieve the best results.

Our co-founder and CEO, Brian Cohen explains this in this short video. Be sure to watch till the end and subscribe to our YouTube channel.

Author bio

Brian has 15+ years as a marketing strategist and visionary leader with a track record of transforming the marketing function and propelling it to new heights for several SaaS companies as an advisor, consultant, and employee. He has spearheaded highly successful campaigns that captivated target audiences, optimizing the marketing funnel to maximize conversion rates, and accelerate sales cycles.

Brian Cohen is also the Co-Founder and CEO at StoryLab.ai. You can find more info about Brian on LinkedIn.

Video transcript (auto-generated)

Demand Generation is not a function in and of itself. Demand Generation is a team sport.

It requires product marketing to support us with information and feedback from our customers. Combining that with how we can best support them from a solution standpoint. Brand and messaging. That team is very important in what we do. Aligning with the sales team and the BDR team is super important as well.

We need to help the inbound BDRs understand what they’re trying to do as they best serve our customers. We need to support with information and air coverage to our outbounds team and we always need to be aligned with sales. Every message that we deliver needs to touch marketing BDRs. With sales, we need to have perfect alignment throughout with what our messaging is with what we’re trying to deliver and support the audience with. We also need to understand this process all the way through to revenue.

So aligning with those teams becomes crucial in making sure that we don’t put all this emphasis and work in at the beginning from say the demand gen team and then we forget to connect with the BDRs and the sales team and we end up dropping off at some point. All of that work that we did does not get the
revenue because we didn’t have alignment with the BDRs and sales team so that they knew what to expect as we drove this audience through and converted
them into potential opportunities

Other Demand Generation books, articles, and videos

Demand Generation Book

• Improving Lead Generation – For B2B SaaS Marketers

Demand Generation Articles

• What is Demand Generation
• How to Improve Demand Generation with AI
• Improve your Lead Generation Strategy
• Lead Generation versus Demand Generation
• How to Improve Lead Generation with AI
• Demand Generation shift to education with content
• Inbound Marketing Strategy Ultimate Guide
• How to Improve Inbound Marketing with AI
• Demand Creation and Employee Advocacy in Demand Generation
• Top Demand Capture Channels

Demand Generation Videos

• Ungating Content Does Not mean Deleting all Forms on the Website
• What does Conversation Generation mean in Demand Generation
• The Important Categories of Demand Generation
• Demand Generation is a Team Sport, not a Job Function
• What you Need to Know About Ungating Content Offers
• Shifting from Collecting Contact Information to Demand Generation

B2B Buying Videos

• B2B Buying Process – How do you like to get Aware of Software Vendors?
• B2B Buying – How do you Like to Learn about Software Vendors
• B2B Buying – What should Software Vendors Include on their Website
• B2B Buying – How Not to get Marketed to by Software Vendors
• B2B Buying Process – What Information do you need from a Software Vendor’s Sales Team
• B2B Buying – What information would you like from Marketing VS Sales
• B2B Buying – Do you dislike talking to more than 1 salesperson
• B2B Buying – Talking to sales getting paid a full salary VS commission
• B2B Buying – The Ideal B2B Marketing / Sales Model
• B2B Buying – Refocusing Efforts From Sales to Marketing