Demand generation leaders wear many hats and often play the middleman between marketing managers, marketing execs, marketing operations, sales and even outside vendors. Not only do they ensure marketing managers are running the right campaigns, but they must also consider the entire revenue process and monitor whether leads generated from the campaigns are being followed up on by sales. Then there are the business systems that need to talk to each other to enable marketing automation, and contractors who may contribute content or design work that must be managed.

It’s not an easy job, and without the right tools to simplify and orchestrate all of the moving parts, it can be even more challenging to do it effectively. Spreadsheets and traditional marketing software lack the ability to simplify processes and bring the required visibility into what is happening with all of these various activities. Demand generation leaders likely feel like they are being hit from all sides without an efficient methodology to gain a little control.