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The VP, Demand Generation will report directly to the SVP of Marketing and indirectly to the SVP of Global Sales. This person will be primarily responsible for the planning and execution of demand and lead generation programs and campaigns, tracking and reporting on results in order to make continuous improvements in the closed-loop process. The VP, Demand Generation will carry a sales pipeline quota for the creation of up to 40% of the Company's overall Sales Pipeline (within one year) on an aggregate basis, and will be responsible for the management of all demand-gen related resources, programs, and activities necessary to meet agreed upon objectives.
Responsibilities
Research, develop, produce and present comprehensive demand generation plan for the entire Return Path portfolio and geographies—leveraging all available sources including: Sales Corporate Marketing, Partners, Field Marketing, Product Marketing, etc.
Develop and manage integrated programs and campaigns in alignment with sales force segmentation, new product launches, co-marketing campaigns, and existing product upsell and cross-sell
Actively solicit input from sales, corporate marketing, field marketing and product management regarding new demand generation and campaign plan requirements for new product launches and existing products pipeline development
Function as a player/coach (both a leader and doer), providing position leadership and insight, supporting corporate strategic objectives as well as being a hands-on member of the team
Build the overall strategy for using the right market tactics in a combined and integrated marketing manner and manage multi-touch campaigns
Develop and execute lead generation programs, marketing tactics, events and other activities including but not limited to PPC, SEO, SEM, website and community requirements, events, webinars, seminars, telesales, banner ads, to develop more than 40% of the opportunity pipeline
Develop customer and prospect nurturing programs to manage pipeline opportunities in support of sales
Select, develop, and evaluate personnel to ensure the efficient operation of the function; develop a growth plan and manage a staff of marketing specialists
Continuously educate and report to the senior executives on the demand generation strategy as part of the go-to-market plan and tactics execution with a focus on generating and nurturing leads
Coordinate, where appropriate, through Sales Management to provide direct sales support and sales communications, and sales training as part of ensuring success of demand gen programs
Aggressively review and stay abreast of market trends through all available resources including: trade publications, third party market reports, direct customer contact, participation industry conferences/expos/trade shows, etc.
Recommend Return Path participation in trade shows and other events which will drive associated revenue
Automate and manage demand generation tools, resources and agencies for campaigns and programs, and reporting purposes porting purposes
Assume other responsibilities as determined and assigned by management
Qualifications
At least eight years of experience in demand generation, channel and sales roles
At least three years of direct and relevant experience marketing software products
Demonstrated success developing a repeatable and sustainable demand and lead generation process and a pipeline of leads, conversion programs, and marketing campaigns that provide measurable improvement in topline and bottom-line growth
Strong strategy, project management, budget management and financial skills
Strong sales & marketing background in B2B environments
Strong leadership and creative thinking capabilities
Go-to-market capabilities including successful launch planning, positioning and execution
At least two years of experience in working with marketing and sales automation tools like SFDC, Marketo, Eloqua and/or similar
At least five years of demonstrated results in improving sales pipeline/funnel close ratios
Significant strategy development, business analysis and management experience
Ability to define then manage to set of Demand Gen metrics/KPIs established ahead of time taking into account: Company goals & objectives, SaaS peer/competitor bench marks and other sources
Sales and product marketing background including solution selling and offer management
Travel requirement estimated at 20%
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