How do you think about shared KPI’s with your demand generation? And what are ones that sales teams often miss?

I love shared KPIs with Demand Generation. We're all on the same team. If marketing doesn't bring in the leads, sales teams are turning to outbounding which elongates sales cycles. I see the sales team missing content creation on assets that don't yet exist to handle objections within the sales cycle. Take your top 10 objections, partner with your Demand Generation team and create blog posts or one pager PDFs to address the objections and provide best practices to your prospects. They're looking for advice from you.

Great question. The way that we've thought about shared KPIs has evolved over the years, and continues to evolve, as I think is true of most companies.

One of our mottos here at Vanta is to "never win alone" and that also applies to all things demand generation.

While we can cut the data a hundred ways, sales and marketing are still very much on "the same team" and hitting the company pipeline goal trumps everything else.

As for which KPIs sales teams often miss, it depends. I've been at companies where "marketing" often misses and companies where "sales" often misses.

I will say, being in the sales org, we think a lot about outbound SDR and outbound AE-sourced pipeline, and how we can continue to drive efficiencies there.

My advice, focus on the things that you and your sales team can control.