Lead Generation

Driving Demand Generation: Who Belongs on That Bus?

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By Kevin Joyce

In last month’s blog post, I discussed the ideal marketing operations (MO) structure — the why and how to centralize this vital function. In this post, we explore the demand generation function.

What should be part of this function and how to reconcile it with having a “shared services” team in MO? How would you go about centralizing all demand generation into this one group if you currently have an outbound team and a separate inbound team under different directors?

Demand Generation Group Structure

The charter of a demand generation group looks like this:

Responsible for driving revenue results and optimizing interactions with all global buyers across the revenue cycle to accelerate predictable revenue growth.

Consequently,

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Headshot of Kevin Joyce

Kevin Joyce

Kevin Joyce is VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.

Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at kevin@pedowitzgroup.com. Download TPG’s new white paper: 'TPG ONE: A New Approach to the Customer Journey.'

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