Tag: demand generation

Why You Shouldn’t Hire a VP of Demand Generation

I’m seeing more and more companies (startups in particular) replacing the CMO (or VP of Marketing) role with a VP of Demand Generation.  When you talk to the CEOs making these decisions they often say – “I want someone who is going to focus on generating leads versus all the other ‘stuff’ that marketing does.”  Of course, the implication is…

Building a Sales and Marketing Machine for SaaS Companies

In the software industry you often hear about sales and marketing being compared to machines or factories. Executives like this analogy because it suggests that sales and marketing is able to consistently produce outputs in a predictable, repeatable way – like a machine or factory would. Executives and investors want to remove the uncertainty that often accompanies sales and marketing.