demand generation salary guide - versique · versique’s demand generation salary guide provides a...

DEMAND GENERATION

SALARY GUIDE2019

Understanding Your Salary GuideVersique’s Demand Generation Salary Guide provides a comprehensive view into the compensation and hiring trends the industry is experiencing in 2019.

For employers, understanding the latest trends and recent hiring outlook is a crucial aspect of attracting and retaining the best Demand Generation talent to join your team. For job seekers, this guide will provide you with the insights you need to maximize your market value when exploring your next career opportunity.

There are 3 main purposes for this salary guide:1. Ensure your pay is competitive to your counterparts in the industry2. Get a better understanding of how other companies are compensating their marketers in order to gain a competitive advantage3. Understand industry trends/issues around Demand Generation hiring

How Salaries are Compiled:This guide details salary ranges and descriptions of a variety of specific Demand Generation roles. The information and figures within this guide are based on placements made by our Demand Generation team over the past 12 months.

Two things to consider when reviewing salary information:1. Salaries don’t take bonuses and/or equity into consideration2. Salaries are self-reported

THIS GUIDE INCLUDESMeet the Team . . . . . . . . . . . . . . . . . . . . . . 3

Hiring Challenges in the Demand Generation Sector . . . . . . . . . . . . . 4

When to Make Demand Generation a Priority for your Organization . . . . . . . . . . . . . . . . . .5-6

Demand Generation vs. Marketing Operations: Misconceptions of Candidates . . . . . . . . . . . 7

How to Hire a Demand Generation Expert – When You Don’t Know What You’re Looking For . . . . . . . . . . . . .8-9

Salaries and Wages . . . . . . . . . . . . . .10-11

DEMAND GENERATION SALARY GUIDE 2019

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Meet The Team Our leading Demand Generation recruitment team has an in-depth understanding of the overall marketing and sales process, along with the best practices and technologies that drive process efficiency.

This foundation of knowledge allows them to streamline the recruiting process for their clients because they understand both their pain-points and the niche skill set they’re looking for. They have an extensive network of Demand Generation experts to aid in his efforts and has recruited for top Demand Generation positions across the country.

From startup B2B SaaS to Fortune 500 companies, our team of talented recruiters are subject matter experts in the Demand Generation, Marketing Automation, and Marketing Technology space. They’ve partnered with companies across the country to help them attract and retain the best talent in the industry.

Wes Lieser – Practice DirectorWes Lieser is a skilled Digital Marketing Recruiter with an expertise in Demand Generation and Marketing Technology. Through his years of industry experience in both sales and marketing, he developed a passion for understanding how to leverage technology to increase sales and marketing. As a tireless networker, he has positioned himself as a key resource for Versique’s clients. His enthusiasm for Demand Generation, and strong relationships with top talent, has made him the ideal resource for clients seeking to build their team.

“I have been working with Wes for the last few years. He is absolutely the “go-to” guy for me when I need to hire demand gen talent, at various experience levels. Wes truly understands how both demand gen and marketing ops work. I will say a high number of people that he sends over will either get an offer or be a late stage candidate. I can’t recommend him enough and will continue to use him in the future.” – Manny Ataebi, VP of Marketing and Sales Development, stensul

Connect with Wes on LinkedIn www.linkedin.com/in/demandgenrecruiter/ - Wes

Cyle Jurvelin – Senior RecruiterAs a Recruiter on the Demand Generation and Marketing Ops team, Cyle taps into his passion for connecting dynamic talent with future-focused companies. He started his career in the B2B tech industry and quickly learned the importance of modern marketing approaches that utilize technologies to optimize ROI.

“Working with Cyle was an absolute dream! Cyle made the interview process seamless, was extremely responsive and always friendly and upbeat. It doesn’t take long to figure out that Cyle is doing what he’s meant to do as he is phenomenal at his job in locating the appropriate candidates for the right positions for both them and his clients. I would say that I would love to work with Cyle again, but he found me the job of my dreams. Yet if our paths cross again I would love to work with him or recommend candidates and companies to work with him.” – Meirav Bieber – Marketing Campaign Manager, Corporate Visions

Connect with Cyle on LinkedIn www.linkedin.com/in/demandgenerationmarketing/ - Cyle

Learn More About Versique’s

Demand Generation Team!

Hiring Challenges in the Demand Generation SectorToday’s tight talent market presents a number of hiring challenges for employers. Finding demand generation talent can be tough—but finding the right talent, and then retaining them long-term, can be exasperating.

To highlight the outlook of the industry, we conducted a survey to gain further insights into the industry. Our sample pool was made up of marketing technologists, demand generation & marketing operations professionals and C-suite executives/ owners, who took the survey in December 2018.

Highlights: We asked over 100 modern marketing experts which marketing technology/tool they can’t live without and the top three responses were marketing automation, CRM, and google analytics.

• Over 50% of respondents said that Marketing Automation was the most important function of Demand Generation.

Percentages of major automation tools used are listed from the sample pool:

It’s no surprise that Marketo was the most used from this sample as many of our candidates or clients are in the startup and small-to-mid-sized sectors. We’d likely see a higher Eloqua percentage if we worked with more enterprise-level companies as that’s their target market.

• Over 90% of the people who listed “CRM” said they utilized SFDC (salesfore.com)

If leveraging a CRM is something you plan on doing throughout your career, there is a strong likelihood you’ll run into this software. From what we’ve heard from marketing technology stack builders, it’s the most scalable, relatively simple to implement, and a very reliable CRM in the market.

Hiring Challenges:When asked, “What’s the hardest part of hiring someone in the Demand Generation field?”

• 40% selected Relevant Technology experience as the #1 issue• 37% selected Cost of hiring vs. Budget allocated as the #1 issue • Over 50% of respondents indicated that Talent Evaluation was the #1 or #2 hardest part of hiring DG talent.

Demand Generation is an evolving profession that is continually seeing new technology and processes introduced – no wonder companies are having trouble evaluating fresh marketing talent. These statistics are significant indicators of why companies are seeking out professionals that know how to identify true top talent in the Demand Generation space.


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44% - Marketo

25% - Hubspot

13% - Eloqua

8% - Pardot

When to Make Demand Generation a Priority for your Organization Far too often I run into the situation where I’m talking to a Demand Generation (DG) candidate who’s searching for a new opportunity after only 3-6 months. When I ask them the reason why they’re looking, a common response I receive is, “they’re just not ready for someone like me.”

Is your company ready for Demand Gen? Here are a few things to consider before taking the plunge.

What Demand Generation IS Before you think about whether your organization is ready for Demand Generation, I think it’s important first to understand what it is. My definition of DG is: “leveraging technology to increase sales and marketing efficiency.” Maybe that’s a little oversimplified, and I’m sure someone a lot smarter than I am has a much more complex and wordier definition. However, pulling out all of the fluff, DG boils down to the science of marketing—a path to a more predictable revenue model.

What Demand Generation IS NOTDG is not spending a bunch of money on paid search to get leads. It’s not sending out one-off emails. It’s not coming up with your logo, brand messaging, creative, or PR. It’s not something you try for three months and stop doing. It’s not “set it and forget it”. And most importantly, it’s not easy.

StartupYou have a proven product-market fit and have a general understanding who your customer is, how long the sale-cycle is, but you’re sick and tired of sales throwing a revenue target at a dart board—you want a more predictable revenue model.

There’s no perfect formula, but a great DG marketer will know if they run Campaign XYZ which targets 200 “Tier A” prospects, and (based on previous metrics) they’ll be able to predict that approximately 35% (70) of those prospects will be added to their sales pipeline. Of those 70 prospects they’ll close 20% (14 total closed deals), and if the average deal size is $20K, you’re adding $280K in revenue. If the average sales cycle is three months, you’ll be able to predict that running that campaign (which costs $10K) will add $280K in revenue in the next 2-4 months (I completely made up numbers for that example, but hopefully it got the point across).

This way, if you overperform, or miss your num-ber, you can track the campaign to see what is, and what’s not, working.

You’re NOT ready for DG if:

• You don’t have a proven product-market fit.• You’re still unsure of who your primary customer is, and what gets them excited about your product. • Your sales team is a bunch of cowboys who have no interest in someone coming in to try and help make their lives easier. • You don’t want to invest money and resources to build the engine. • You don’t have content, or don’t want to spend money to get content created.


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Digital TransformationThere is no bigger buzzword in marketing today than digital transformation. 20-plus-years-old companies need to change the way they go-to-market and interact with their customers. This means ripping out old systems and processes without sacrificing current organizational goals. Unlike in a startup where you’re building the engine from scratch,in this scenario, you’re changing out parts of the engine while driving on the freeway.

If I can make one plea, it’s that you bring a 3rd party consultant to assess your current tech stack and processes. One of the biggest mistakes I see companies make is thinking that bringing in a different software solution will fix their problem, without truly knowing what their problem is.

It’s like buying a new hip on the black market and walking into a doctor’s office and telling him to put it in, when the doctor could’ve told you from the beginning that you needed a new knee. Or better yet, you didn’t need a new anything. You just needed to do a better job of taking care of what you already have.

You’re not ready for DG if:

• You don’t have someone internally to champion the cause. This person speaks IT, marketing, as well as can influence change internally. • You haven’t set realistic budget and timeline with the executive suite for how much it’s going to cost, and how long it’s going to take (Hint: it always cost more and takes longer).

Now there’s a lot of things to take into consideration when thinking about whether to make DG part of your company’s strategy. Hopefully this was simply able to give you a starting point and a few things to think about.


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Demand Generation vs. Marketing Operations: Misconceptions of CandidatesMarketing efforts are continuously changing and improving with technology, new data insights, and the evolution of consumerism. Organizations have more access now to analytics and marketing tools that allow them to be more strategic in their approach to engage and sell with potential users or buyers.

With this ever-changing environment, comes new divisions within departments such as Demand Generation and Marketing Operations. I want to take this time to shed light on misconceptions and crossovers of these developing areas and professionals.

Possibly the biggest misconception many people have is that Marketing Operations professionals can’t do Demand Generation. In truth, it’s very different. While both departments have different roles and specialties, these professionals have both technical and strategic marketing skills that translate well to the other focus area.


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Misconception: Marketing Operations Better Understands Industry ToolsThere is no doubt that a specific marketing operations position will have spent more timeexecuting campaigns in a specific tool or pulling reports from tracked marketing efforts. However, many Demand Generation professionals are hands-on in the tool as well as setting the strategic vision for marketing campaigns. This is typically due to a nimble team, limited budget, or the marketing professional wearing both hats for strategy and tactical operations works. Finding these dual-minded professionals can be difficult.

The actual crossover is that many Marketing Operations professionals are already building full Demand Generation programs.

It’s surprising how many talented Marketing Operations professionals I talk to don’t even realize they’ve created an entire demand generation campaign—including a buyer’s journey with timed/strategic content, triggers, and CTAs. Organizations are still figuring out titles for these professionals whose responsibilities cross over immensely at smaller companies.

What many professionals don’t realize is thatit’s usually an easy transition from Marketing Operations to Demand Generation. For example, I recently placed a Senior Marketing Ops professional in a role as Director of Demand Generation.

Misconception: All Demand Generation Professionals are Analytical.Of course, tracking the success of any marketing effort is crucial, but crunching the numbers isn’t always within a Demand Generation candidate’s wheelhouse. Many employees create compelling, revenue-generating marketing campaigns on a solely strategic level while other team members handle the analytics.

Many candidates in the demand generation space have an immense amount of creative capability as well as analytical skill; often, they have both. When examining a candidate, it’s important to understand someone’s motivation and distinguish hands-on experience with technology, as well as their analytical abilities.

Rather than relying on all Marketing Operations to understand the capabilities and limitations of the martech space, it’s up to Demand Generation professionals to create the vision for marketing campaigns Traditionally, Marketing Operations sets up the backend of the reporting structure or programs, while Demand Generation collaborates with them to make sure their campaign is accurately tracked.

I’ll leave you with one other comparison/analogy that may help to further clarify these similar, yet distinct, aspects of marketing. Demand Generation envisions and designs the puzzle, while marketing operations puts pieces together.

How to Hire a Demand Generation Expert – When You Don’t Know What You’re Looking For There are two types of scenarios I run into most frequently when filling demand gen positions. The first usually involves Series A, B, or C startups needing someone to build out a process for their demand generation machine. They typically have a CRM and maybe a marketing automation platform (MAP) in place, but they’re not using all its capabilities—they need someone to help them build the machine.

The second scenario usually happens with more established businesses looking to transform their sales and marketing from traditional to digital. These companies typically have a BDR team qualifying leads for sales executives, but they’re tracking everything manually. For them, it’s about re-tooling the machine and changing their way of thinking.

As you can tell, the biggest difference between these two types of scenarios are the actual companies that I’m working with. However, the biggest similarity with these two types of situations is the type of skill set they’re looking for—someone that’s half player, half coach. In other words, not only can this person develop strategy, but they also need to be able to get into the weeds if necessary.

We all know that understanding the actual problem is the only way to find a proper solution, so whether I’m dealing directly with the CEO of a startup or hiring manager I start my intake there in order to gauge what they’re looking for in a hire. I know I have my work cut out for me when the job description is a mile long and contains every digital marketing buzzword known to man.


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?DEMAND GENERATION SALARY GUIDE 2019

Here’s an example:“We need an SEO/SEM expert that can write content, integrate our tech stack, create campaigns (insert marketing automation tool here), handle all of the reporting and analytics, and build out our Account-Based Marketing (ABM) model. They won’t have anyone on their team right away, and oh-by-the-way they also need to be able to hold their breath for 11 minutes while juggling chainsaws on a unicycle.”

I might’ve added the last part.

Don’t get me wrong, there are some incredibly talented marketers out there, but that’s a steep workload.

So how do I know what to look for?

Ok, back to the title of the blog. The best way for a company to figure out precisely the skill set they need in a new employee is to understand the actual problem (as stated above) that they’re trying to solve. What’s NOT happening?

• Are you not getting enough leads?• Is the quality of the leads you’re getting not good enough?• Are you having an issue converting leads to opportunities?• Are you losing business because you’re focusing on the wrong leads/opportunities?• Are you having and issue with your reporting/analytics?

Ok, let’s be honest. I literally just rattled off major issues for every organization.

There are NEVER enough leads.

The leads are NEVER good enough.

I could go on, but you get my point. It’s important to identify your most central need when looking to hire a demand gen professional. You can break it down to these three common problems and the subsequent hiring solution. What does your company most need?

Quantity of leads: If you’re not getting enough leads, you need someone that’s an expert in Customer Acquisition (SEO/SEM). Above all, this individual will help drive traffic to your website, webinars, whitepapers, etc.

Quality of leads: If you’re having issues with the quality of your leads and converting them to opportunities, you need someone that’s a lead generation expert. Someone who has experience creating personas, omni-channel campaigns, content and engagement strategy, and more.

Process of leads & Reporting: If sales is focusing on the wrong leads or you’re having an issue getting a handle on your reporting, you need someone that’s an expert in Marketing Operations/Programs. These are very data-driven people, and very technical. They’re in your CRM and MAP every day building out workflows to nurture and score leads. They handle your lead management process and building dashboards for reporting.

Yes, it’s possible for someone to have a solid understanding of everything I’ve listed above. However, even if they’re willing to take on the role, asking them to develop strategy and then execute everything from scratch is going to take time. If the concept of Demand Generation is new to your company, I’d advise you not to try and tackle it all at once. In my experiences with companies that tried to do that, I find many of them wind up disappointed.

A machine must be built piece by piece.

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SALARY GUIDE:

Two things to note about these salaries:

1. The ranges are pretty wide, and don’t account for “senior” titles. a. There are over one-thousand data points used to compile these salaries. The ranges given contain 80% of the salaries given for that position. b. Salaries are self-reported

2. Our salary guide does not factor in any bonuses or equity. a. There are simply too many variables to consider when trying to factor in bonus, equity, stock, LTIP, etc.

The information in the salary guide is based on information that we’ve compiled over the last 3 years. There are going to be outliers, but this will give you a pretty good idea.

Demand Generation Works closely with internal CRM and marketing automation tools, as well as sales (SDR) teams to identify, qualify, and nurture leads. An individual working in Demand Generation has typically managed (or is currently managing) a sales team of some level, but also has a deep understanding of marketing analytics. These roles are typically most concerned with building sales pipeline.

Title Years Experience Pay RangeVice President 15+ $179K - $222KDirector 10 - 15 $121K – $165KManager 4 – 7 $75K – $118KSpecialist 2 - 4 $57K– $75K

CRM/Database Marketing Not quite IT, not quite marketing….works very close with back end data, as well as marketing partners to understand, and help direct, multi-channel marketing strategies. Typically helps support all of the inbound and outbound customer acquisition channels including, but not limited to; inside sales, direct mail, email, etc.

Title Years Experience Pay RangeVice President 15+ $180K+Director 10 - 15 $132K – $175KManager 5 - 10 $80K – $108KAnalyst/Coordinator 2 – 4 $57K – $77K


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Marketing Automation These roles are solely in the marketing automation tools and are typically found in larger organizations. People who enjoy a purely marketing automation focused role typically started their career in some sory of analytics capacity. There are not a lot of Director-level marketing automation positions because someone with that level of experience typically will move to Marketing Ops or Demand Gen.

Title Years Experience Pay RangeDirector 8 -15 $121K – $153KManager 6 – 10 $84K – $120KSpecialist 2 – 5 $60K – $82K

Digital MarketingA lot of responsibilities can fall under the digital marketing arm. SEO/SEM, Paid Media, email, social, content, ecommerce, UX/UI, web ops, mobile, analytics….I could keep going. Think of it this way, digital marketing is anything that you do to interact with your customer in any possible way. Just online.

Title Years Experience Pay RangeVice President 15+ $180K+Director 12 - 20 $112K – $151KManager 5 - 12 $75K – $102KAnalyst/Coordinator 2 – 4 $62K - $78K

Marketing Operations Marketing operations is essentially a hybrid between marketing automation and demand generation. Most marketing ops people will be a little more technical and data driven than DG people, and very project management focused. Typically very process driven.

Title Years Experience Pay RangeDirector 8 -15 $136K – $179KManager 5 – 7 $84K – $128KSpecialist 2 – 4 $60K – $78K

About VersiqueVersique is one of the largest talent acquisition firms in the Midwest and specializes in both consulting and permanent placement. The recruiting and consulting team specializes in the following practice areas:

• Human Resources

• Information Technology

• Engineering & Operations

• Demand Generation & Marketing

• Finance & Accounting

• Sales

• Consumer Packaged Goods

• Executive Retained Search

Versique also has an internal digital marketing agency, Parqa, that specializes in SEO, PPC, inbound marketing, and more. Versique has filled thousands of positions and its network of connections is one of the strongest in the industry. We create amazing relationships

Contact Our Demand Generation Recruiting TeamCall today to find a new opportunity for yourself or to start the search for top Demand Generation Marketing talent to add to your team!

Phone: 952.935.2000Email: [email protected]


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6465 Wayzata Blvd #800Minneapolis, MN 55426

(952) 373-8521

versique.com

ABOUT VERSIQUEVersique is one of the largest recruiting firms in the Midwest and specializes in both

consulting and permanent placement. With a valuable blend of functional, industry and recruiting experience, our award-winning team of headhunters has a proven track record of delivering exceptional talent acquisition

solutions. The Versique brand represents a powerful combination of “versatile” and “unique” as it hints at the concept of “search” in its pronunciation: ver-seek.

Versatile: We have twelve specialized teams: Finance & Accounting |Human Resources | Information TechnologyEngineering & Operations | Sales | Marketing | Consumer Packaged Goods | Healthcare | Manufacturing

Family Owned | Executive Search | Demand Generation

Unique: Our Talent Activation Process has consistently proven to deliver

high performance and high retention for our clients.

Versique has filled thousands of positions and its network of connections is one of the strongest in the industry. We create amazing relationships

demand generation salary guide - versique · versique’s demand generation salary guide provides a...

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