Demand Generation Manager

About This Role

This individual contributor role focuses on generating qualified pipeline for Glasslake's sales team, targeting both enterprises undergoing SAP S/4HANA transformations and the global systems integrators delivering these projects. The manager will build and execute demand generation strategies from scratch in a niche market with senior, hard-to-reach buyers, leveraging a deep understanding of SAP program funding and influence.

Responsibilities

• Carry a qualified pipeline target and report against it
• Build the funnel model, including sources, conversion rates, and velocity, and ensure the team adheres to it
• Instrument attribution in HubSpot to trace every opportunity to its source and quickly eliminate ineffective strategies
• Run weekly pipeline reviews with sales, taking responsibility for both top-of-funnel volume and quality
• Design and run outbound and ABM programs for SAP-running enterprises, covering target account selection, messaging, sequencing, and channel mix
• Build the partner demand motion, including co-marketing with global SIs, joint campaigns, partner-sourced pipeline, and enablement assets for their sellers
• Own digital demand, encompassing paid, SEO/SEM, webinars, email programs, and the conversion path from first touch to booked meeting
• Run high-intent events and moments in the SAP ecosystem (SAP NOW, ASUG, Sapphire, TechEd, regional SI events) as pipeline plays
• Select, brief, and manage demand generation and ABM agencies, appointment-setting vendors, and freelancers
• Hold external vendors to output and cost per opportunity metrics
• Decide what demand generation activities to build in-house versus outsource, based on economic considerations
• Work with sales on ICP definition, territory coverage, and lead handoff, and close the loop when leads do not convert
• Collaborate with the brand marketer to ensure campaign messaging is consistent and converts effectively

Requirements

• 7-10 years in demand generation, growth, or revenue marketing at a B2B software company, with a quantifiable track record in pipeline sourced, cost per opportunity, and conversion improvements
• Real knowledge of the SAP market, having marketed to SAP customers or partners previously
• Experience at an SAP-adjacent ISV (Tricentis, Celonis, LeanIX, Signavio, SNP, Syniti, or similar), SAP itself, or within an SI's marketing organization
• Understanding of the difference between an SAP customer and an SAP program sponsor
• Enterprise ABM and outbound fluency, with experience running programs against small, high-value account lists for six or seven-figure deals
• Operator mindset, having built and shipped campaigns personally using tools, without a direct team