The 7 Reports Every Demand Gen Leader Needs

Also - 10 things no one tells you about working in marketing operations

In this edition:

1. The 7 Reports Every Demand Gen Leader Needs

2. 10 Things No One Tells You About Working in Marketing Operations

3. Poll: What Do You Use to Create Presentations?

4. Exclusive For Paid Subscribers: 5 Things You Can Do At Work to Get Ahead That No One Really Talks about

5. Hear from Ops Directors and VPs at CrowdStrike, ServiceNow, 8x8, and DataRobot on How to Overcome Growth Challenges in Marketing and Ops. Join Us Live on March 12.

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The 7 Reports Every Demand Gen Leader Needs

Demand Generation is an art and a science.

Here are the 7 key reports of the Demand Generation Leader.

Note: PLG and ABM metrics are not included, these will be in a separate post.

🔹 Lead Volume & Quality – This shows how many leads move from one stage to the next, from marketing qualified to closed/won deal. Poor conversion rates at any stage can signal inefficiencies, misalignment, technical problems, and/or process problems.

🔹 Pipeline by Source – This shows how many opportunities come from each source or channel, though you can also show deals and/or revenue. This can show weaknesses and also opportunities to double-down investment.

🔹 Cost Per Lead & Cost Per Acquisition – Cost per lead is how much you pay for each lead on average. Cost per acquisition is how much it costs to acquire a new customer. If your CPL or CPA is rising too fast, you might be overpaying for low-quality leads or hitting audience fatigue. This helps you course-correct before it impacts ROI.

🔹 Funnel Efficiency – This shows how long it takes for a lead to move to the next stage. The longer it takes, the more friction exists in your process. Tighten handoffs, improve nurturing, and shorten deal cycles to accelerate revenue.

🔹 Average Deal Size – This shows the average size of a sale by customer segment. Understanding deal size by segment helps you focus on high-value accounts and activities rather than chasing low-revenue deals.

🔹 Pipeline & Revenue Forecast – This shows how much money you are on track to make based on historical trends and data. Forecasting pipeline ensures sales and marketing are aligned on targets and allows you to adjust strategy in real time.

🔹 Meetings Driven by Channel – This shows how many meetings you are booking by channel. This can help optimize upstream activities since it is more top of the funnel than pipeline by source.

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10 Things No One Tells You About Working in Marketing Operations

Here are 10 things no one tells you about working in marketing operations.

1️⃣ Do great work, no one notices. Mess something up and everyone notices.

2️⃣ People do not understand just how much effort goes into great process and technology. Especially executives.

3️⃣ Most tech stack capabilities fail because of poor data quality.

4️⃣ If you don’t explain concepts in a simple way, prepare for blank stares.

5️⃣ Your team charter is “everything that no one else wants to do” unless you clearly outline otherwise.

6️⃣ Good reporting isn’t just about data. It’s about making people trust and believe the data.

7️⃣ The time you’ll be most appreciated? When you’re leaving.

8️⃣ Everything is usually on fire. Pick the biggest flames to put out first.

9️⃣ Knowing the right answer is only half the battle. Convincing others? That’s the real struggle.

🔟 Stakeholders can be your biggest blockers or your best allies. Choose wisely.

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POLL: What Do You Use to Create Your Presentations?