In this episode, find out how an organization fundamentally driven by enterprise sales, rather than product growth, is achieving sustained digital demand gen success. Michelle Huff, CMO of UserTesting, explains how she organizes her sales development and business development teams, how they capture data on their website, and much more so that you can land more qualified leads in your pipeline.

Key Takeaways

• The success of demand generation and building pipeline requires close collaboration between the sales and marketing teams, especially in the SaaS industry.
• Relying on qualitative measures can lead to incorrect assumptions about data—however, as data becomes available and the market and solutions mature, a more accurate understanding of the situation can be gained.
• The CMO is often perceived as one who needs to have all the answers, but the reality is that they are responsible for owning the decisions and driving the strategy, even if the ideas come from others.

“The website we call a digital-first demand center because I wanted to make sure that everything is being brought together—our demand gen function along with content, SEO, and our digital web experience teams.” - Michelle Huff, CMO, UserTesting

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