Generating leads is an important part of marketing, but it doesn’t end there. Those leads need to end up driving revenue before you can confidently say you’ve met your goals.

So, how do you map out a strategy that will deliver optimum marketing performance?

Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, discuss how you can build a demand model that’ll ultimately connect your leads to revenue.

Find out:

• What a demand model is and why you need it
• Goals needed to make a demand model work
• The role of historical data in building a demand model

Check out the full episode for practical takeaways that’ll help you build a demand model and improve marketing performance.

00:00 - 00:30 Intro

00:34 - 01:54 Opening remarks on Metadata’s demand model

01:55 - 03:43 How Jason got his start building demand models

03:44 - 05:27 What a demand model is and how to use it

05:28 - 07:18 Benefits of building a demand model from the top-down and the bottom-up

07:19 - 09:36 How to get started building a demand model

09:37 - 12:45 Five big inputs needed to build a demand model

12:46 - 13:10 Why the length of your sales cycle is vital

13:11 - 16:19 Goals needed to make a demand model work

16:20 - 19:16 How often you should look at a demand model

19:17 - 22:37 The dynamics of the marketer-sales team relationship

22:38 - 25:43 How Metadata know when to sound the alarm based on their demand model

25:44 - 30:17 How to adjust a demand model over time

30:18 - 35:45 How Metadata’s demand model has changed over time

35:46 - 38:02 Building a demand model without historical data

38:03 - 38:48 Outro