Director of Demand Generation, Sourcegraph

• You’re a creative Demand Gen expert with a track record of scaling pipeline at high-growth organizations by building trust and affinity with enterprise buyers
• This person must have a knack for technical writing and editing and has even dabbled in coding themselves
• You are a hands on Demand Generation/Growth expert that knows and loves to drive growth by numbers. Experimentation is in your nature and you love working with sales teams and getting hands into the product in order to build product-centric campaigns
• Even though you are hands on, you can inspire your team to take your lead and execute on your behalf. You are also extremely data driven and organization of the work and data is your second nature
• You’re a high agency marketing expert with deep expertise in data-driven demand generation, ideally for developer-focused products with a self-serve or freemium component
• You have 5+ years of experience specifically within the Demand Gen space
• You have experience with product-led growth strategies and account-based marketing
• You have deep experience with digital acquisition channels, behavioral and demographic targeting, and ROI-driven marketing optimization techniques
• You’ve managed a full marketing tech stack and you’re very comfortable with marketing automation, personalization tools, and CRM (preferably HubSpot and Salesforce), and BI tools like Tableau and Looker
• You lead with a focus on quality and understand the devastating impact of poor experiences on brand credibility and trust
• You’re a great storyteller with proven experience using creative content to attract, engage, and delight your target audience
• You are collaborative and naturally work cross-functionally
• You are comfortable rolling up your sleeves to make things happen

Desirable

• We’re seeking a strategic, data-driven Demand Generation Director to own & drive our global acquisition strategy across all channels, including SEM, social, digital and direct marketing, events, web & more
• Collaborating closely with our sales, marketing, and product teams, you’ll build the development and execution of high performing campaigns and programs to increase brand awareness and scale new business pipeline
• Own performance against key metrics, including marketing qualified leads (App downloads, Cody downloads, MQLs, SAO, conversion rates, and cloud trial conversions)) and marketing sourced and influenced pipeline
• Partner with Product Marketing to launch exciting new products and features, and build out vertical marketing programs
• Collaborate closely with Sales on outbound and account-based strategy
• Own demand forecasting and campaign reporting, including detailed funnel data and campaign insights
• Manage the demand generation team and programs to budget, timelines, and goals (including hiring and management of teammates and agencies)
• 📅 Within one month, you will…
• Work with the CMO and Head of Sales to understand upcoming fiscal year strategies and objectives and quarterly OKRs
• Sync with Marketing and Sales Leadership on GTM strategy and plans to achieve quarterly goals
• Meet with cross-functional teams to learn about our customers and use cases, and watch recorded sales calls to learn about our product and how we position it
• Immediately own and execute on pipeline development
• Dig into the data and assess channel and campaign performance
• Develop and socialize your 30-60-90 plan, including pipeline strategy
• 📅 Within two months, you will…
• Implement any necessary tools for your team
• Partner with the sales and business operations teams on attribution tracking, funnel reporting & analytics dashboards to give company-wide visibility into all GTM efforts
• Complete a lead-scoring audit and implement any recommendations
• Clearly define demand generation priorities, goals, and strategy and build a framework for data-driven experimentation
• Start to execute against your plan, capitalizing on the biggest opportunities for optimization
• Forecast, track, analyze, and report on the impact of demand activities on pipeline, revenue, and funnel velocity
• Begin to finalize your plan for an integrated PLG and SLG demandgen motion
• 📅 Within three months, you will…
• Be able to measure and report on the end-to-end metrics around acquisition, effectiveness on campaign spend and conversion rates with hypotheses on what works really well and what doesn’t
• Scale pipeline generation efforts and pilot new marketing channels (and messaging) based on data, market intel, and trends
• Track SEM and SEO conversions and work with Product Marketing to optimize our website and digital platforms
• Optimize the customer journey across all touchpoints, and build out personalized experiences for our target customer personas
• Build a strong pipeline that will help us exceed our revenue goals
• Contribute to meaningful pipegen with both IC devs and enterprise buyers
• 📅 Within one year, you will…
• Continue to drive significant growth (20%+) year over year, especially around inbound - hand raisers from our segment of ideal customer profiles. A huge bonus would be if you are able to also reduce the cost of acquisition

• We expect the interview process to take 4.5 hours in total
• 👋 Introduction Stage - we have initial conversations to get to know you better…
• [30 min] Recruiter Screen - Kelsey Nagel
• [30 min] Hiring Manager Screen - Madhukar Kumar
• 🧑‍💻 Team Interview Stage - we then delve into your experience in more depth and introduce you to members of the team, including cross-functional partners…
• [45m] Cross-functional Collaboration - Andrew Reed
• [45m] Peer Interview - Amie Rotherham
• [60m] Resume Deep Dive & Working session - Madhukar Kumar
• 🎉 Final Interview Stage - we move you to our final round, where you gain a better understanding of our business and values holistically…
• [30m] Values
• [30m] Leadership with co-founder
• We check references and conduct your background check
• Please note - you are welcome to request additional conversations with anyone you would like to meet, but didn’t get to meet during the interview process