The Essential 90-Day Guide for New Demand Generation Leaders

In the first 90 days as a Demand Generation Leader, align strategies with organizational goals, build key relationships, and identify quick-win opportunities through data analysis. Develop and execute a comprehensive strategy, optimize budgets, and evaluate content and vendor relationships. Drive consistent results, foster a culture of recognition and continuous improvement, and prepare for scalable growth. This period sets the stage for ongoing success and establishes the leader as a strategic driver of organizational growth.
Shankar Ganapathy
Apr 23, 2024
3 min


Stepping into the role of a Demand Generation Leader marks a significant milestone in one's career, carrying with it the responsibility of crafting strategies that blend innovation with efficacy to fuel business growth. The initial 90 days are critical for setting the tone and establishing a trajectory that aligns with the organization's objectives. This guide consolidates the essential steps into cohesive phases, each designed to build upon the last, ensuring a strong foundation for success.

Days 1-30: Establishing the Framework

Goal Identification and Relationship Building

The outset of your journey should be characterized by a keen understanding of the organization’s overarching goals. Aligning your demand generation strategy with these goals can enhance effectiveness by as much as 70%. Equally crucial is forging strong relationships across departments, particularly with the C-suite, Sales, Customer Success, and Marketing peers. Studies by Harvard Business Review reveal that cross-functional collaboration can lead to a 35% uptick in innovation and customer satisfaction.

Data Analysis and Tech Stack Assessment

An in-depth dive into CRM and marketing automation metrics will unveil the current landscape's strengths and areas ripe for optimization. Organizations that employ a data-driven approach are more likely to sustain a competitive edge with increased profitability potentially reaching up to 20%. Concurrently, evaluating the marketing technology stack is essential for identifying gaps and ensuring your campaigns are built on a solid foundation.

Strategy and Quick Wins

With data insights and foundational relationships in place, pinpoint quick-win opportunities—be it in launching new campaigns or refining existing ones. Showcasing value early is pivotal, as organizations that leverage quick wins report a 30-50% higher long-term success rate. Also, start crafting a comprehensive demand generation strategy that leans heavily on data-driven insights and aligns tightly with corporate objectives.

Pro-tip: One quick win you should consider putting in place is a programmatic engagement strategy with alumni customers. This could be a great first win because 50% of alumni customers are likely to never be engaged and they tend to convert to customers 3-8X faster than other lead sources.

Days 31-60: Strategy Implementation and Optimization

Comprehensive Strategy Development and Execution

This phase involves fleshing out the comprehensive demand generation strategy developed earlier and moving towards execution. The plan should cater to both short-term wins and the long-term vision, always flexible enough to adapt to new insights and market dynamics.

Establishing Reporting Rhythms and Budget Optimization

Implementing a robust reporting framework ensures transparency and facilitates informed decision-making. Reports should prioritize metrics impactful to the pipeline and revenue over conventional vanity metrics. Aligning with the insights from Forbes, organizations that widely share analytics and data report a 1.5 times likelihood of experiencing revenue growth exceeding 10%. Concurrently, refine your budget allocation based on initial outcomes and insights, optimizing spend for maximum impact. Engaging with financial stakeholders, particularly the CFO, can significantly enhance the strategic allocation of resources.

Content and Vendor Evaluation

Effective demand generation relies on compelling content that resonates with the target audience. Conduct a thorough content inventory to ensure resources align with strategic goals. Similarly, reassess existing vendor relationships to ensure they contribute meaningfully to your objectives. This is a critical period for setting the stage for scalable, impact-driven campaigns.

Pro-tip: It's important to align your demand gen efforts with your business goals, both for the short and long term. For example, 80% of next quarter's revenue may need to come from existing customers while 60% of H2 revenue will need to come from new logo lands. There is certain mathematics on conversion and sales cycle that should determine where you invest your program dollars.

Days 61-90: Solidifying and Expanding Influence

Driving Consistent Results and Preparing for Scalability

By now, you should focus on delivering consistent results, refining strategies based on evolving data, and establishing credibility through demonstrated success. Sharing updates and successes regularly can solidify your position as a strategic leader within the organization.

Culture of Recognition and Continuous Improvement

Celebrating both individual and team achievements fosters a culture of appreciation, motivating continued innovation and dedication. A positive work environment is instrumental in driving further success and encouraging a mindset of continuous improvement.

Sustaining Momentum and Strategic Planning

The journey does not conclude at 90 days but rather marks a checkpoint. The focus shifts towards maintaining momentum, continuously refining strategies, and staying agile in response to industry shifts. The groundwork laid in these 90 days serves as a blueprint for ongoing success.

In conclusion, the first 90 days for a Demand Generation Leader are crucial for establishing a strategic direction that aligns with business objectives. This period demands a meticulous approach: building relationships, analyzing data, crafting and executing a comprehensive strategy, and preparing the organization for scalable growth. By following these guidelines, you solidify your role as a pivotal figure capable of driving measurable success and fostering long-term organizational growth.

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