Goals
Q2 2026 goals
Paid ads (Brian)
- 50 CC sign ups from non Brand/Product analytics by last week of quarter
- Proper attribution modeling and analytics by each product
- Weekly ad release cadence
Outbound (Lorena)
- Get up to a rate of at least 10 qualified sales oops per month
- Have internal re-engagement flows automated and running
- Validate which channel and messaging converts high buying intent best
- Have a clean, reliable and repeatable targeting process that doesn't depend on manual list validation
Paid ads support (Jonah)
- Get search ads for our Q2 "Big 3" off the ground
- Use signals from content team to optimize paid push on LinkedIn and Reddit
- Plan and execute one BIG non-traditional, high-impact push for our paid ads
- (Highly-targeted OOH, faux-product, AR OOH à la North Face Big Ben)
Handbook
Demand Gen Overview
Technically, the demand gen team is comprised of two parts:
- Demand capture through our search ad efforts
- Demand gen through our outbound efforts
Why This Team Exists
We're in a strong position today. We've got a healthy volume of high-quality inbound leads driven by word of mouth and general brand love/awareness. That won't last forever.
There are two main reasons this team exists:
- Lead flow can't be taken for granted. Inbound may look great now, but it takes 4–6 months to fix a pipeline once it starts to flatten. By the time you realize it's slowing, you're already behind. This team will ensure we stay ahead of the curve.
- Cross-selling gets harder as we scale. In larger organizations, different teams often own different tools. One team might be responsible for analytics, another for feature flags. That makes it harder to grow within existing accounts. Smart, personalized ABM (account-based marketing) helps AEs and CSMs expand usage across teams.
Slack channel
Handbook
You can find out more about paid ads in the Paid ads overview You can find out more about outbound in the Outbound sales overview