Demand Generation — P3
DEMAND.DEMANDGEA720.P3
Demand Generation focuses on building and scaling the multi-channel pipeline engine — funnel construction, campaign execution, lead nurturing, marketing automation, lead scoring/attribution, and sales-marketing alignment to drive MQLs, SQLs, and revenue. Distinct from sibling focuses such as Content Marketing (asset creation), Product Marketing (positioning/launch), or Brand/Communications, this focus owns the measurable conversion of audiences into qualified pipeline and the systems that attribute that pipeline to revenue.
Demand Generation focuses on building and scaling the multi-channel pipeline engine — funnel construction, campaign execution, lead nurturing, marketing automation, lead scoring/attribution, and sales-marketing alignment to drive MQLs, SQLs, and revenue. Distinct from sibling focuses such as Content Marketing (asset creation), Product Marketing (positioning/launch), or Brand/Communications, this focus owns the measurable conversion of audiences into qualified pipeline and the systems that attribute that pipeline to revenue.
Focus — Demand Generation
Demand Generation focuses on building and scaling the multi-channel pipeline engine — funnel construction, campaign execution, lead nurturing, marketing automation, lead scoring/attribution, and sales-marketing alignment to drive MQLs, SQLs, and revenue. Distinct from sibling focuses such as Content Marketing (asset creation), Product Marketing (positioning/launch), or Brand/Communications, this focus owns the measurable conversion of audiences into qualified pipeline and the systems that attribute that pipeline to revenue.
Material PAY and SKILL differential vs the function baseline.
Responsibilities by level
What this person actually does at each level on the professional track — escalating scope, not one generic blob. Your level is highlighted.
- Assists in executing demand generation campaigns and pulls basic data analysis from Google Analytics and HubSpot under close supervision.
- Learns marketing automation tools (HubSpot, Marketo, Pardot) by building and QA-ing email sequences and landing pages to defined specifications.
- Develops foundational analytical skills, interpreting campaign performance metrics such as open rates, click-through, and conversion against provided benchmarks.
- Learns demand generation fundamentals including funnel building, campaign basics, and CRM lead management within Salesforce.
- Builds cross-functional collaboration skills by supporting marketing, sales, and content stakeholders on routine campaign tasks.
- Designs and implements targeted multi-channel campaigns (email, paid social, PPC) autonomously within established demand generation playbooks.
- Analyzes campaign data to identify trends and optimizes lead nurturing workflows and A/B tests in the marketing automation platform.
- Manages day-to-day marketing automation and lead management processes, including list segmentation and MQL routing in HubSpot/Marketo and Salesforce.
- Builds reporting frameworks in Excel and Tableau to communicate campaign performance to marketing stakeholders.
- Coordinates with sales on lead handoff, applying defined MQL/SQL criteria, and mentors junior specialists on tooling and campaign QA.
- Plans and executes diverse multi-channel demand generation campaigns end-to-end, independently selecting channels and tactics with milestone review.
- Works closely with marketing, sales, and product teams to develop and refine lead generation strategies and nurture programs.
- Builds and maintains lead scoring and attribution models that connect campaign activity to pipeline and revenue.
- Contributes to marketing strategy and budget planning, recommending channel mix and spend allocation based on conversion data.
- Coordinates campaign activities across cross-functional contributors and aligns sales and marketing on lead handoff and qualification thresholds.
- Develops comprehensive demand generation strategies that align with business goals, performing in-depth analysis of complex funnel and channel variables.
- Forecasts and analyzes the impact of demand generation activities on pipeline, evaluating multi-touch attribution across 6sense, Demandbase, and Dreamdata.
- Leads cross-functional campaign teams, selecting methods and identifying new channels and technologies to expand qualified demand.
- Refines strategies based on data-driven insights, optimizing conversion rates and ROI across the full funnel.
- Mentors mid-level managers and specialists, and builds relationships with key industry influencers and partners.
- Oversees strategic direction and high-level planning for demand generation, contributing to company revenue and growth objectives.
- Acts independently on broad demand generation initiatives, architecting attribution models and self-optimizing campaign systems across the martech stack.
- Builds influential networks internally and externally, serving as a spokesperson on demand generation and emerging AI/LLM discovery practices.
- Hires, develops, and leads a high-performing demand generation team, setting performance standards and intangible quality bars.
- Leverages data to maximize ROI, reallocating budget dynamically across channels to optimize pipeline contribution.
- Oversees all demand generation initiatives organization-wide, setting goals, budgeting, and aligning strategy with company growth and revenue objectives.
- Architects a unified attribution model and self-optimizing revenue systems that allocate resources and connect activity to revenue outcomes.
- Oversees all aspects of the demand generation function including personnel, technology, and infrastructure across the full martech and intent-data stack.
- Identifies new markets for expansion and shapes the field-defining strategy for unified marketing and sales revenue generation.
- Provides high-level mentorship to senior leaders and influences industry peers as a recognized thought leader in demand generation and revenue architecture.
Level guidelines
The universal leveling rubric applied to this function — how scope, complexity, collaboration, and experience step up across levels.
| Level | Knowledge & Application | Complexity & Problem Solving | Collaboration & Interaction | Typical Degree & Years |
|---|---|---|---|---|
| P1 | Applies foundational demand generation knowledge — funnel basics, campaign mechanics, and marketing automation tooling — to routine tasks following detailed instruction. | Solves routine problems with standard answers, such as QA-ing email sequences or pulling defined campaign metrics. | Maintains stable internal relationships, supporting marketing and sales stakeholders on assigned tasks. | 0–1 years; new graduate or intern entering demand generation. |
| P2 | Applies working knowledge of marketing automation, campaign execution, and lead management to conventional demand gen tasks in familiar contexts. | Exercises moderate judgment optimizing nurture workflows and A/B tests, evaluating familiar performance variables. | Builds productive project relationships across marketing and sales; may mentor junior specialists. | 2+ years with a BA, or MS/PhD with no experience. |
| P3 | Applies broad demand generation expertise across channels, automation, and attribution to diverse problems with day-to-day independence. | Evaluates identifiable funnel and channel factors to plan campaigns and build lead scoring/attribution models. | Networks with senior marketing and sales professionals; may coordinate campaign project activities. | 5+ years (BA), 3 years (MA), or PhD without experience. |
| P4 | Applies advanced expertise to complex, multi-channel demand strategies with functional impact, selecting methods and emerging technologies. | Performs in-depth analysis of complex variables — multi-touch attribution, forecasting, and channel ROI across intent-data platforms. | Coordinates across marketing, sales, and product groups; influences strategic decisions and partner relationships. | 8+ years, often with graduate education and demonstrated campaign leadership. |
| P5 | Applies expert, strategic knowledge to broad and unique demand generation assignments that contribute to company revenue objectives. | Resolves intangible, ambiguous problems with high independence, architecting attribution and self-optimizing revenue systems. | Builds influential internal and external networks; acts as spokesperson and team leader. | 12+ years with extensive demand generation and revenue marketing expertise. |
| P6 | Applies organization-wide, field-defining knowledge to architect the company's unified demand generation and revenue strategy. | Provides visionary, field-shaping problem-solving, designing unified attribution and self-optimizing revenue infrastructure. | Influences industry and company as a recognized thought leader; mentors senior leaders and peer professionals. | 15+ years as a principal demand generation and revenue architecture expert. |
Skills
Focus-specific skills the role applies — the relevance layer beyond the occupational base.
- Marketing automation
- Using platforms like HubSpot, Marketo, and Pardot to manage and automate campaigns and lead management processes.
- CRM management
- Using Salesforce or similar CRM systems to manage leads and pipeline.
- Data analysis
- Interpreting campaign data and using analytics to identify trends and optimize performance.
- Lead scoring and attribution
- Scoring leads and modeling attribution to connect marketing activity to pipeline and revenue.
- PPC advertising
- Running paid search and performance marketing campaigns.
- SEO
- Search engine optimization knowledge to improve organic discovery.
- Conversion rate optimization
- A/B testing and optimizing funnels to improve conversion.
- Sales alignment
- Aligning sales and marketing on lead handoff and MQL/SQL criteria.
- Budget management and ROI measurement
- Managing budgets and measuring return on investment of demand gen activities.
- Cross-functional leadership
- Leading teams and coordinating across departments for cohesive market approach.
- Revenue architecture
- Architecting dynamic systems that allocate resources, shift budget, and connect activity to revenue outcomes.
- Excel reporting
- Working with pivot tables and building reports to communicate results to stakeholders.
- GEO/AIO/LLM optimization
- Emerging skill of optimizing content for AI discovery and large language model platforms.
Provenance
The evidence base behind this profile — every layer is sourced; quality is scored by an adversarial review panel (1–5; passes at ≥4 on the minimum dimension).
Level — P3 — Mid-Level Professional
Fully competent professional; works independently on standard projects
- Scope
- Features or a sub-system end-to-end
- Autonomy
- Works independently on standard work; reviewed on the non-standard
- Complexity
- Diverse problems; adapts existing approaches
- Impact
- Project / team outcomes
- Decision rights
- Owns implementation decisions for own scope
- Leadership
- Mentors juniors informally
- Typical experience
- 3–5 yrs
Adjacent roles
Nearest roles by structural coordinates (level + taxonomy). Distance 0 → 1; each carries its 3-state match band. How coordinates work → · Compare side-by-side →
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O*NET / SOC
- code=11-2021source=jfm-factory.resolve