How do you make the leap from lead gen to demand gen? It can be a tough sell to leadership, but this episode of Demand Gen U looks at how Kaylee Edmondson, Advisor at Chili Piper, steered her team toward demand gen success. We discuss what Kaylee did when she first joined the team, how she sold the idea of demand gen to leadership, and how the team measured progress. We also hear how Kaylee’s team learned to “crawl, walk, and run” with demand gen and what the result has been like for the company. Find out: How to sell a move to demand gen to your leadership teamHow Chili Piper learned to “crawl, walk, and run”The impact of switching to a demand gen focus 0:00 – 1:33 Intro 1:33 – 2:36 Kaylee’s early days with Chili Piper 2:36 – 4:13 Why lead gen started to feel like it wasn’t enough 4:13 – 6:54 How to convince the team to move towards demand gen 6:54 – 11:14 The best way to “sell” demand gen to leadership 11:14 – 13:14 How to “crawl, walk, and run” with a new marketing tactic 13:14 – 14:46 How the Chili Piper team advanced from the “crawl” stage 14:46 – 18:20 How to think about measurement and metrics 18:20 – 20:01 Top lessons learned when shifting to demand gen 20:01 – 22:00 What Kaylee wishes they could have done differently with sales 22:00 – 23:42 How Kaylee harnessed the power of Google Drive to manage demand gen 23:42 – 24:57 Outro