Demand Generation Lead

1 week ago

Toronto, Ontario, Canada SAP Full time

About the Role

The Field Marketing Specialist is a key member of the marketing team responsible for driving demand through field programs. With a strong understanding of both internal and external factors that affect the segment, this individual will drive the segment marketing strategy in alignment with sales/distribution and New Business Team Lead.

Key Responsibilities

  • Develop and execute solid annual and quarterly plans to drive quality pipeline and leads for sales/distribution teams.
  • Own the demand generation strategy for specific segment in alignment with broader marketing strategies and goals to build cohesive field marketing plans.
  • Drive segment strategy with expert knowledge of market, whitespace opportunities and a strong understanding of sales processes.
  • Anticipate trends/opportunities and innovative ways to increase impact and reach into segment.
  • Understand competitive landscape; provides recommendations on how to position SAP solutions against it.
  • Develop solid quarterly marketing plans with impactful multi-channel campaigns to drive pipeline and achieve targets.
  • Establish strong relationships with key segment distribution leads to ensure strategic priorities are aligned.
  • Effectively communicate and predict the health of the pipeline and be able to predict pipeline delivery for respective segment based on planned activities.
  • Fully leverage Martech stack to assist with targeting approach - Demandbase One audience orchestration across channels.
  • Clear communications and processes in place ensuring distribution teams have a clear understanding of campaigns in market and the follow up required.
  • Ensure timely and quality execution of plans, working with program manager, and shared services.
  • Measure, analyze and report on the impact of campaign and demand activities on pipeline.
  • Monitor and report on lead volumes, conversion rates and make suggestions to improve quality to achieve global target of 17% MQL>SW.
  • Prepare reporting and results in accordance with current scheduling cadence.
  • Track marketing best practices, monitor industry and association trends, and make recommendations accordingly.
  • Define and integrate partner marketing strategies where appropriate to increase/expand audience.
  • Share plans/strategy with corporate partners for them to support each the segment appropriately.

Key Stakeholder Relationships

  • SDR segment leads
  • Sales segment leads
  • Marketing Shared Services
  • Marketing Automation Process & Strategy
  • Marketing Analytics & Insights

Location

Anywhere in North America - U.S. or Canada, hybrid

About SAP

SAP innovations help more than four hundred thousand customers worldwide work together more efficiently and use business insight more effectively. Originally known for leadership in enterprise resource planning (ERP) software, SAP has evolved to become a market leader in end-to-end business application software and related services for database, analytics, intelligent technologies, and experience management.

We Win with Inclusion

SAP's culture of inclusion, focus on health and well-being, and flexible working models help ensure that everyone - regardless of background - feels included and can run at their best. At SAP, we believe we are made stronger by the unique capabilities and qualities that each person brings to our company, and we invest in our employees to inspire confidence and help everyone realize their full potential.

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