Sandeep John is the Director of Demand Generation at Outplay, an all-in-one sales engagement platform. Today’s conversation revolves around demand generation: building a team with specific functions, qualities of successful marketers, and building a modern demand-gen program that drives serious revenue. First, it’s critical to identify the ICP (ideal customer profile) and what is truly important to them. They also discuss aligning sales and marketing teams and the role content plays in demand-gen.

1:01 Conversation with Sandeep
2:25 Who is Outplay
3:40 AI
5:30 Defining demand-gen
10:30 Sales background
17:40 ICP (Ideal customer profile)
20:15 Functions of team
23:40 Roles on content team
26:05 Traits of awesome demand-gen marketers
30:10 How to invest
33:08 Outro

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