Demand Generation Lead

Key Responsibilities

1. Demand Generation Strategy & Programs

• Own the global AI demand generation strategy and translate it into programmatic initiatives — campaigns, call-out sessions, and targeted outreach programs.

• Partner with Marketing to ensure always-on, targeted campaigns aligned to priority accounts and industries.

• Own execution, tracking, and reporting of demand generation activity across all channels.

2. Team Leadership & Field Enablement

• Lead, coach, and develop the demand generation and market development team, setting cadence, targets, and standards of excellence.

• Enable sellers with actionable messaging, collateral, and outreach strategies, and drive adoption among field teams who are not naturally inclined toward demand generation.

• Translate AI value propositions into simple, customer-relevant conversations, and support sellers in customer-facing scenarios where needed.

3. AI-First Market Development & Account-Based Outbound

• Direct a net-new account motion into energy, utilities, manufacturing, aerospace, field service, and asset-intensive industries — working named account lists, inbound leads, and intent-triggered targets.

• Champion account-based outbound: deep account research, multi-touch sequences, and creative plays (direct mail, personalized video) that cut through the noise and earn a reply.

• Operationalize intent data — when a target account is researching predictive maintenance, field service automation, or compliance AI, ensure the team follows up with custom, timely sequences built around that signal.

4. Messaging & Industry Context

• Ensure AI messaging is industry-led and problem-focused, not purely product-driven.

• Partner with Product Marketing to refine clear, compelling narratives for the field, and continuously adapt messaging based on market feedback.

• Drive market research — hot topics, timely trends, and compliance deadlines in the industries we serve — and feed it into messaging and campaigns.

5. Field Cadence & Operating Rhythm

• Establish and drive a structured global cadence for demand generation activity (call-out sessions, pipeline reviews, execution tracking).

• Influence field teams to consistently allocate time to pipeline creation based on coverage gaps.

• Ensure accountability without direct authority through strong stakeholder influence across regions and time zones.

6. Pipeline Management & Quality

• Monitor pipeline creation, quality, and progression across CQ+ cycles, and drive pipeline hygiene, visibility, and forecast integrity.

• Support opportunity progression through structured reviews and feedback, ensuring every handoff to AEs includes context marketing can reuse.

7. Data, Process, Tooling & Feedback Loops

• Build and refine demand generation processes from scratch where needed, using data and analytics to optimize pipeline creation and conversion.

• Leverage the AI-first stack (CRM, intent, analytics, and AI tools) to improve execution and reporting.

• Maintain a tight feedback loop between field, marketing, and product — identifying what works, iterating rapidly, and turning frontline intel into better campaigns.

How You’ll Work

You’ll lead inside an AI-first marketing operation that’s being built from the ground up. That means:

• AI-powered research and personalization. Copilot and Claude help the team research accounts, draft personalized outreach, and build sequences faster than they could manually.

• Intent-driven prioritization. Outbound prioritizes accounts that are in-market, built around what they’re actively searching for.

• Multi-channel plays. Email, LinkedIn, phone, video, and direct mail — with a bias toward experimentation over spray-and-pray.

• Tight feedback loops. Frontline intel on what’s landing directly shapes targeting, messaging, and campaign strategy.

Ways of working: operates as a highly hands-on leader with strong cross-functional influence; works across global time zones; based in or near a major IFS office (London/Staines, Stockholm, Chicago, Paris) on a hybrid model (minimum 3 days in office); acts as the bridge between strategy and execution.

What We’re Looking For

Experience & Skills

• Proven experience in B2B enterprise software demand generation, sales, or GTM roles — ideally in AI, data, cloud, or platform solutions.

• Track record of leading or building demand generation / BDR / market development teams and motions, not just reporting on pipeline.

• Strong understanding of enterprise sales processes and seller behavior.

• Experience building and executing programmatic, account-based demand generation initiatives.

• Strong data-driven mindset with the ability to build and optimize processes from scratch.

• Experience working in global, matrixed organizations.

Core Competencies

• Leadership that combines strategic direction with hands-on execution — willing to build, run, and iterate directly alongside the team.

• Highly resilient and self-motivated, able to operate in ambiguity and handle pushback.

• Strong influencer and communicator — able to drive behavior change across the field without direct authority.

• Ability to translate complex AI concepts into simple, compelling, industry-relevant narratives.

• Strong ownership mentality and bias for action, with high energy, drive, and ambition.

• Account-based mindset — values sharp, researched outreach over high-volume templates, while maintaining the discipline that consistency requires.

Preferred

• Experience in industries such as Manufacturing, Construction, Energy, Aerospace & Defense, or other asset-intensive sectors.

• Exposure to AI-led solutions and complex, multi-product sales environments.

• Curiosity about industrial markets — our buyers respect people who understand their world.

We embrace flexibility and hybrid work opportunities to support diverse needs and lifestyles, while also valuing inclusive workplace experiences. By fostering a sense of community, we drive innovation, strengthen connections, and nurture belonging. Our commitment ensures you can work in a way that suits you best, while also engaging with colleagues to share ideas and build meaningful relationships.