How marketing leaders decide what demand generation is worth backing

What gets budget. What gets cut. And how confidence is built in demand programs.
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What this session covers

  • How CMOs decide which demand programs are worth continued investment
    The criteria leaders use to protect, scale, or quietly cut initiatives.
  • What metrics actually build confidence at the top
    Why spend efficiency, conversion, and pipeline impact matter more than surface-level volume.
  • Why some programs survive budget pressure while others don’t
    The signals that separate “busy” demand from credible growth drivers.
  • How brand and demand are evaluated together today
    Why leading CMOs no longer treat brand as a trade-off, but as a lever to improve demand performance.

What you’ll walk away with

  • A clearer framework for pressure-testing demand programs
    Know what will hold up in leadership, finance, and sales conversations.
  • Stronger positioning for your next budget or pipeline review
    Learn how to frame demand performance in terms senior leaders trust.
  • Better prioritization under real budget constraints
    Better prioritization under real budget constraints
  • Practical insight you can apply immediately
    Practical insight you can apply immediately

Featuring

Speaker
Marc Sirkin
Founder
Marc Sirkin Consulting
Speaker
David Cruse
B2B demand generation and revenue operations specialist
Enhancio
Madelaine Oppert
SVP, Global Marketing
TechInformed
Moderator

Upcoming webinar

Pipeline volume is easy to defend. Conversion is harder.

If you are accountable for pipeline performance, this is 22 minutes well spent. 

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