demandbase - Director, Demand Generation

• Pipeline Strategy & Ownership • Own pipeline targets across segments (e.g., Enterprise, Commercial) • Translate company revenue goals into demand generation plans • Allocate budget across programs, channels, and segments based on performance • Direct agency and vendor partners (media buying, campaign execution) to pipeline outcomes, not activity • Team Leadership & Operating Model • Lead and develop a team of campaign managers and specialists • Establish a pod-based model with clear segment ownership • Drive accountability for pipeline outcomes vs. activity metrics • Sales Alignment • Partner closely with Sales and SDR leadership on: • Pipeline targets and coverage • Lead quality and conversion • Feedback loops on campaign performance • Ensure tight alignment on ICP, messaging, and priorities • Full-Funnel Optimization • Oversee performance across the entire funnel: Acquisition → Lead → Opportunity → Pipeline • Own the handoff points explicitly — where demand gen ends and lifecycle/SDR ownership begins — so leads and pipeline don't stall at the seams • Identify and remove bottlenecks in conversion • Drive alignment between acquisition and lifecycle strategies • Performance Management & Analytics • Define and track core metrics: pipeline generated, CAC/efficiency, conversion rates by stage • Partner with RevOps to close tracking and attribution gaps (e.g., ad platform → MAP → CRM sync issues) that distort the numbers • Lead weekly/monthly performance reviews focused on business outcomes, not activity • Experimentation & Growth • Build a culture of testing and continuous improvement • Prioritize experiments that drive pipeline and conversion lift • Scale what works, cut what doesn't