In this episode of Demand Gen U, Kaylee Edmondson, Advisor at Chili Piper, shares how she transitioned her team from lead generation to demand generation strategy—and convinced leadership to support the shift.
Episode Summary
The episode covers the practical steps of making the jump from lead gen to demand gen, including building internal buy-in, starting small, and gathering the customer insights needed to guide the transition.
Key Takeaways
1. Conviction Through Documentation
Kaylee created a Centers of Excellence document demonstrating how demand gen could address company growth challenges while shifting focus to buyer behavior. This ultimately gained CEO approval.
2. Permission to Crawl
Rather than asking for full implementation, Kaylee requested permission to start small. This “crawl, walk, and run” approach allowed the team to learn and test demand gen strategies with lower organizational risk.
3. Customer-Centric Insights
Direct conversations with customers and prospects proved invaluable, providing real-world perspectives on what drives conversions—something the team wished they had prioritized earlier.