How to conduct a demand gen audit | Eric Martin, VP of Demand Generation, Stack Overflow

Eric Martin has an impressive playbook for a demand gen audit, which he ran at SalesLoft, and was the first thing he conducted as Vice President of Demand Generation at Stack Overflow. He and Ellen Schwartze talk about how to understand the value you bring to your customers as you scale; partnering not only with sales, but with finance, too; and how to take ownership of the work you’re doing to grow your marketing programs.

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01:49 – Eric’s background and career path, from customer support to VP of Growth
04:45 – What is a demand generation audit?
05:49 – First things first: Know your audience
06:34 – How do you know if your TAM (Total Addressable Market) is right?
08:56 – Inbound isn’t as dependable or scalable as knowing the channels that are bringing in value.
10:02 – Demand gen needs to be strategic more than it needs to be flashy.
12:23 – Customer acquisition cost (CAC) is directional for the entire company, not just marketing.
13:46 – Ask your team every day, “Are we delivering value?”
15:48 – How do you engage with the right accounts, the right decision makers?
17:52 – Partner with SDRs!
20:37 – Not a lot of people talk about marketing and finance alignment.
24:58 – Advice for someone who’d like to be a VP of Demand Gen
29:56 – The Lightning Round!
34:43 – What should listeners take away?