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 Cohen StoryLab.aiI build businesses, brands and people by creating unique experiences that make a positive impact. I take prospects from thinking “what is this?” to saying “I need this!”

Brian Cohen is also the Co-Founder and CEO at 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

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