🥅 The trick to pipeline goals you'll actually hit

See behind the scenes of how the top marketing teams sets conversion goals to hit pipeline. Plus: Join us at SaaStr! 113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3p1W3Dh0gN7JXfnnW2PY7VB7m4_7-W1Qn2DX1Pr48SW6y3lYz5q4HDYW2PtJt92PjHMQN39kxZg9WRQgW1LMWT26JkRVxW2DZMFr4mDcCpV9C1555KHKG0W2Dc9TN5Kczm_W2vSMwq8vdjPsW8c4FZG1jjmDyW51Q6sf1BxxF-W79fs645M-Ss3MTjPRfXkcs1N4Gk4bRLqPDvW8Rdwv72tML9fW5nN0Wm6yR7ZnW5Bj70K2Nq4BKW8Rxy_05GGgFhf94c14x04 Hi there, Marketing is an art and a science. The art is making something out of nothing. Getting people to care about a product or service that might not have otherwise been appealing. The science is understanding the math that makes the effort worth it. Making sure that the work we're doing drives business results, so we can do more of it. Everyone has their strengths and their weaknesses. Personally, I skew further on the art side of the gig. Luckily I've got teammates who thrive in spreadsheets. Together, we're able to come up with new ways of getting people to care, while also tying that effort directly towards the health of the business. In today's email I'll share the process and the template that the marketing team at Mutiny uses to [set conversion targets](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sktx3lYMRW7Y8-PT6lZ3lwW3QSw_v5VFQn3W7LTF3W4JpVvyN4HSx_Qd2J3wN7XmZm7tLwd9VJj7wR1LCb09W2-5qCv85kpdNW8_dcX_3fD6pPW4ly_sV166v36W599XGp36nlxSW7HGXst50xljNW3kqvfJ1D9W02W3cHqbp4P41W1Mk8MwYBmnH4W6f7W4T6BPSX9W8nR2wZ815DwXW5LmxFM6NpDX1W3vgXfG831lxwW89b5S98r-vjdW7qktr76RlfX8W5Tlv7z4prsNWN6BYFKwR47JlW24sZJt2lPVjLW96TyYl1TnpZTW9cQf_J2nBrx3W2vrD0l81dS1yW3xvbS54F51rWdCKLWn04) and hit pipeline goals. In this email - How to hit your pipeline goals without feeling overwhelmed - We want to meet you IRL – see where we'll be next - A hype campaign to study [How To Breaking Down Big Targets](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sktx3lYMRW7Y8-PT6lZ3nJW8-FC4t2RbH8lW27BfRC1kJvQmV57wgb48HMPdW4MtP3Y5c21HFW65Ykpq17BQkTW6gnXGK8Dv7p8W523ChF5vsTRhW58M24k8xFn_rW9gcsxy8BMJQcW1XDVT39jmnWbW3rsNK955m_SKW3377G93lBdPfW50gx2C3xs-ZzW8J9JfN7L0XqmN36MTXD_H3YqVYcGHP6NB_TSW87qTY76fxfyFN8JGd83-v7b6W3Ns0tw7_5m57VkY6Kr2WhdH8W2GHt_71JW6mfW4QclHB3nmvrbW83LY3w8CLx7gW3Dfr-Z18JxpJW6FQXwY8ndTLSW2pt2Ww9ffTNQf37nzld04) [Into Achievable Weekly Goals](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sktx3lYMRW7Y8-PT6lZ3lCW8RrXJN97_w0nW4kL1ZJ5WzTRZW6sfshx7kWFtgW1MVHKR7dYBrjVpTWlb7RlgBJW78QvGh6wstkBW5l7kSc74MRfkW7MZdb03bjLXwW78BfYy6WXxLQW3nZXhn4L63-fV9j1-34D6LFRW221QvZ2_DvVMW14dDmX3zv3gWW4q-gxZ99mPbmW8W92xT1yNqvlW5k8bMW99LZmxW4297n729X354W14d5211sjv4PW4kp0406zQWqjVTmfmz4LQqQYW3h6LN71ZqsmfW1hvbZy9bZsrbW80Yq0M7s2DYRVqPlFn2ZqsD8W7x5yw970tHScW1NcvXd4FTt65f3WgzTH04) Note: The concepts in this email are part of the [Conversion Rate Optimization Academy](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3k_W7nmvL67CHC_PW7Zkwzj8G0nkLW2J-51T20gC1GW5xbtx05b-ZkrW2043v76nN1KVW1SK6Kw96JJ_6V9NNC786DZqxW9m3T9k58r1YvW5bjTPk1mfx2wW1bwmH58VSGC6W1NTqdR8Y8XbkW4Lx1FB14sMx_W6kV0Q_6W1mKKN2GtdQdFgtqqW12kMzQ6QSQwbW1bWgtd7f3GMPW7QKjCy4b8pbQW23SG4S2Txs65W2lSwhd4lxQ67W7cmP0B5ghsQnf5kfqWC04) curriculum. We've taken everything we've learned from the fastest growing companies in the world and put it all in one place. Today we'll cover some of the basics of [getting a conversion program off the ground](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sktx3lYMRW7Y8-PT6lZ3mgW6qXCJy1bH-v3W3YW4JK71qDsMW4rW8q61P5X5-W1cblwh4rVs0_W6LMpWj5DLJNtN8DshGb9tzLsW3dh50Z24MKNzW1fXnQk26l50ZW2NXK6p7YwZdfW6pL8nT5nm90-W270w3p7HbZ9QW53hJtZ34tBvHW33hpB37T_Rw-W1Kd6WM44w6TLW8-5w9b8hVLSFW8bWhfs1xqG2pW8ykbv13c25l2W8gBqcP8zm8wsW8w6B5D4hYl2-W5CrQ_256wb7HW9hmZDq2zYyyzW97-yrD84xNdMW1Dh9kx1XZHhkW8gDR8Z49fWPlW1vkthw56GJBkN8Q8WkCvYxKyf4G3Q1604). [Academy_Conversion-Rate-Optimization_Horizontal](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sktx3lYMRW7Y8-PT6lZ3kRW3vHg_L2kd1qWW6mrWVn5Y3J8_Vn_5Rr9fbPnFW8-f74h8PjrMhW8RZykt2LCS24W5Gx9893dS0CqW1sdj-J4CVB6JW87s2qt8wVtg1W54fTgq1Lbd8hM9Vl5hTf6ybW82H_c_7DLS5lW50xb5P48r_gfN5X4K-QYfmBKW5cRP9c77-rtnW13W6vJ13YfGnW2R5P1b943rNZW2_nkfL47y9zhW2G1Ms05ycWySW5qtg596xxxf6W1xmNRH9cj3dLW8PCsdm2GjGwDW4kbXZX4LXpgdVj861B325fCcN6zY2KyXQns3W8dSZtz7qqrhsW26MVdg73bfSpf8Z0S5T04) Your company has a revenue goal they want to achieve this year. Great. But now it's your job as a marketer to do the right things over the next 365 days that allows you to hit that goal. It's intimidating, right? This is where marketers like me (the ones who got into marketing because of the creativity) get stuck. We look at the big revenue number and think to ourselves: "Where do I even start?" But just like any massive project, the first step is to break it down into achievable goals that you can hit along the way. The first step is understanding what conversion activity matters most to your company's business model. - If your company has a sales-led growth model ➡️ meetings booked with the sales team is what matters most. - If your company has a product-led growth model ➡️ trial signups is what matters most. Now let’s break down how you can go from the revenue target to know exactly how many meetings or signups your marketing team needs to create. (For this example we’ll focus on a sales-led growth model) Things you need to know: - Your company's revenue goal in 12 months - The average contract value of a new customer - Average win rate of qualified opportunity to customer - Average qualification rate of a new lead to qualified opportunity Now for some simple napkin math (don't worry, it's not bad, I promise). [Screenshot 2023-08-30 at 6.40.02 PM](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksY3lYMRW6N1vHY6lZ3mBW3QhhHW8xxK11W6nc74B7skh84W1c2K9c8WvYNVW9dZw291rCyrQW5dVbKQ8dznycW3k1SMy5YLHTSW1JCvVm79dRtLW4wD84y2CYT6VW6Vjb9G6NqdGrW6gWk917dYBpFW4r5L6V8ldtyyW8cs5pY3_k8nyW3QSMJD4v2f6QVtY0kV5ZYR3TW5VnXcM2t9wWlW3SDNxv2DvhBsW4QQsVv7BHzXCW2k0wv28vY2zHW3-7h9R88pMzQV8fwS72RxVfLW6slNH_1K9p7zW212wYt2L45rmf3cm0cq04) With an ACV of $50K, you’ll need to close 20 new customers to hit your revenue goal ($1M ÷ $50K). That means you’ll need at least 60 qualified opportunities (20 ÷ average win rate of 33%). And to do that, you’ll need to source 300 meetings booked (60 ÷ average qualification rate of 20%). $1,000,000 = 300 meetings booked Not so scary now, is it? But 300 meetings is still a big goal to hit, especially all at once. That's why we want to go one step further and break it down into weekly goals that the whole marketing team can work towards. - Annual conversion target: 300 meetings - Quarterly conversion target: 75 meetings - Monthly target: 25 meetings - Weekly target: ~6 meetings - Daily target: ~1 meeting Converting one prospect a day feels a lot more doable, right? And this is how we set our weekly, quarterly, and yearly marketing goals at Mutiny. We'll be sharing much more about what you now can do with this information in the coming weeks, but in the meantime I wanted to share a template that you can use to get started calculating your conversion targets. This template is available in the [M2 Community template library](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3lVW8zyJj66jMh9HW6JG7Y16JjkZxF1VC-pMv4w9W3RYhtc3yf9bmW7X-MK65txyrwW70GNYd2_DM5RW2-vl1S7gmPcdW1MsgG_2vRXfJW5hGD0d5lHbrMW8jfjGY8xsrRlN5GlX2J8HWdhW2SdcwG7xNgB0W3J8v9q4LhcSqW7WNTFz3plZJbW3_bwwN5Q04sjW7JYlWQ6L7QnnW32cn1W2D8CFgW3_hvf87zTQFCW1Nvy2-77h9WLW7vw6Qw6gVcFJf46cjZq04). Not a member of M2 yet? [Learn more and apply here](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3n6W4SCNYm27_ZB9W3Tn4V65ZW9LMW4ygKcV562nkJW70KJyb5JcC-LW8D_Pvm8F9bY-W8PpPZ37_2kBqW32Jk0C82tZDBW8fK1Q15BlnMcW18GlCx3zfYBnW3g656T79Jxl6N9gXQc_XRpp-N3Myfxx_9qRCW5dwdFG2Rgc09W2Lm66G55BwdTW1lNYS4554VnxVW0WWY9lfWJMW4dJRr-5Yt7p2W7gSgBc2WSSV9W4V3NM97KyW9cW1NNGD32R_grHf2_GkDg04). [ConversionCalculator](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3nwN2VBXjJQv55jW5rP9T91DRk69W5k1rfY6z0ftMW5RPSTc76ryr3W5M85Gn1yp2FsW8FlMCm30vr5_W5GCpw3657tsBW53KvM45hxPh9W1NwPH_5xb35-W3jtqbV7b3gDBW5vJdQn4T5HXHN7Jq2m5bnLSzW3NLBkf30b_-ZW4N1KQ64glPHqW850C7M5g_6lcVCw_Sh39GSSDW1tk3D_736FKpW2Py7xP6nRkt9W3LqNDS80DN0CW7CLKKj8YSvzSf1QvWTd04) This is just one of the many useful templates and lessons as part of the [CRO Academy](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3nsVvg2XL6MSpg0W62D1_02FlX-GW6F5YyQ3qppT_W49Y4KK6fJl_8Vmnsq-3sPpzfW5YKlSt4h8fH5VsFz_437ldh1MVHkJtckkxDW6DPW4N7F7-fDW8KT_Gq5LsGsRW6rFB2B1dF-mQW41px9f1p1MbKN3zQ9lJkcdycW9cq1zl8jGGq0W66_PT32y40xMW1ssLYv5vQ04XN6jS5gR_kydgN92Bmq_FwKDnW9dHQhZ4vQ2YmW50QnXh4WJMcLf89wpdR04). Check out the rest of [Chapter 1](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sktx3lYMRW7Y8-PT6lZ3l4W68BPfZ4KsSFpW55x7gH5QxdjHW1zhmmK5GhkClW4Ymp_X4qr_tJVnR9QZ6_Q_WjW6z9m065FVnBNN5-kPx9jC_kCW3rRNd833fF4BW5nT2t15n2YNnW76GCD91JB10wN4J3PFyLvHcVVL2dvh8rp1CCW3-lFHC89StwqW2Q3mBy1ByjX8W6lL1hT19F1sxVdZYkK8db0K7W1PXV1D76mwqtW4MmFsb6QrLtQW2NnBjH1QMhQNW8Xpvfg7DZJ0dW3_tMpf3xYW8WW4Vxm_84QMtcZW6GXG3r3CP8GJVltt8g1gDYSXW4YLygM1zSKvMW7K9t7114KdrFf1Zq3bs04) to learn how to craft your ideal buyer personas to make sure you're aligned on what your future customers need from you. [Get the full chapter](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sktx3lYMRW7Y8-PT6lZ3pZW4kxsBR7wdTdCW589yFb5-wyVgW7STyPW5k6fP-W71SVmk1pCZhnW5Wr7Nh6XNfMXW2sJZ4b79WqD-V1RxfL3H0Gk0W36h-tY24sN3hN4PDZ14z3GxnW8PFqyR1tW48YW88f0Fm6jyV5sW2p_-cR4VVD0RW1dW9mF22D6RsW8pgtZC2FT2ckW7W_WGt7Pd9x_W3HgtGt1KC4LPW7rDZvF4c2T4gN8xV9HQrN3B2W4Hl9F63MNpY8W7Xh77N9ll82vW33qdBT3zlwByVwBJ6Y1qhx4JW5GVG1D8tN_59W6s3lzy706f43W340FRT2pr332W3C2bKw661-Xqf6wNvmg04) [achoo-car](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3lSW6b5CgS1WZS1PW7vyTNt1tVr1KW30rpYP2BkyfhW21WQ0X5bKCRGW4hkYwD677j0PW2h5n1M7Q85F7W6KW3sd2WmrsnW38hyYp24qkwQW8xwMWb39lv8_VHL-L82ZzMcTVtsXq53cqFchW2BcBfV4YhTd0W6C-fD966y7ZcW1q2-TJ35f6z2W2BvKfl7_3WfLW3pV_nz37C9ndW1cQ07F3MklQWW9ktg-W7t3WP6W8c_g_k6CnXTMW3FMX4N8CQn_Sf4mw-cK04) [Community Events This Month](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksY3lYMRW6N1vHY6lZ3pCW5JGk8Z4-Zs4gW8rP7jL7Qh0TbW3sKZWg3zd78yW5zJ5M96xV86LW85RqHX5_NxXKW1mr9773W17NjW5lxkLW6Jw9NFVgPwVQ24vrdLW3MXgJL1gC9q8W7yJvGR974DhCVgtff47QztyzN6KqGF8lzPqSW8vt2rR7YNDLKN7lTZdNncCRPW2--nBY8CTbj8W5vP2Br3lFSK4N1JWn2frfvZJW3ks8ll5spSsGN8g2_TMgwltzVq7T2j59ZtHBW7tL3Z21jvhnzN6llQGdwB9lhf3rhT0j04) We're hitting the road this September! Join us at: 🎳 [SaaStr](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksY32hNFW6N1vHY6lZ3p3W7ypgVx8VlBKJW23v49Y8bS1vlW4wd2S32xRHK3N1bJcHXZr-j_W5CxlrQ7lYr1KW5ry3Sd7qqXcNW1ltnwC3NKHD1W35H4lt1Fgf3YW6l8fC57X7GzQW3vtj_W69tWnXV6thkx1byGBbVc4Gt57-1CtwW4qcZlw8X4GskW3P5GZY5_tr3gVyB_5D3fyXx3W5B4kSP4QbRZpW61B2Gc21znMJW5_Fxy098S47qW331cdn7_L4MKW44n_C45GtW0QW2bmjMM5JZmhHW5lMCjq6VYzzmf5G8L9g04) | Sept 6-8 | San Francisco Unwind and throw a few strikes (or just enjoy the delicious food) at our 90s themed bowling after-party! Stop by booth #105 at SaaStr to get your wristband to skip the line. [RSVP here](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksY32hNFW6N1vHY6lZ3nYW86v-qd1rd-TWW3cNKcV80rfR_W8V8mmB66yhDMW831wnv8ywKFHW5gcnKH1bYj6HW3WJgFN8JMKhPN3YpqMfMQ_B_W93_xB56WVfk1W28Dkd35_wQvyW4KMH9X4lC2_-W4HHBVK3-p5DSW5HxrbN3CSFMJW6n-BXT7pXPyjW6jN_zz1B0tNZN6CLRSvXlgxXW90nLQT6hv_c2W857nT277c19pW1lBgCK5RlshXW7kY4C73vTJCxW8V43TZ2V6prWW77g5B47djfL6W8mBSnZ1Ds8Lnf3W1wyz04) 📈 [Growth Hour](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3lrW8ZVVQ41SyxDgW9l8f-38hSQJvW6PF05q4n9M5MW4kFrWg264p4MW785NLV4g1JtjW6b7D5F5Dxp6tN2ydd-rnKWxHW6t-ZsP1xGtgtW45j9Yz1s2n60W1kPldb6wSvbwW2kV1Tg7_FGDXW7RGQZK4NdSHjW52ZH85838kfxW4KFgXh4VjmlxN6vH2KpH2cytW6D1m328S3C2QW4_wSVt5xt0J5W3gtvCj3ySZ8mVl1gTN23pyMpW8SRKT920RryFf5w285l04) | Sept 8 | Virtual Join Alina Vandenberghe (Co-CEO at Chili Piper) and Ryan Narod (Head of Marketing at Mutiny) as they host a weekly roundtable where marketers share their frameworks of how they make decisions. ​This session will be an open roundtable, so you can ask them to go deeper on specific areas and ask questions specific to your work. [Register here](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3mfW1Hzh1C9jbBLKW8qZLr57mCz9HW5B2xXz7DNvFsW7q-RhJ1_y0rcW2N5fhc41HXgxW8Pstcw6DP-VGW7SWzTM31bVcSW2qjbQ868TrvvW352Z_F2ddrJ7W8Z3Vs34TsVs1W5xRXp96syRBQN1VqT8sKwNc_VvC2647pK8rMW1y2pfY6lvRhVW90fGDD1bh4JRW93rqkN3Br5qgW2bNT1d3btsGNW8yZWq13-Y3rJW7-3GVF5T4m1QN2QsD0gpWL57f4Q7tnR04) 🏔️ [SaaS Summit](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sksl2-Z-CW5BW0B06lZ3p3W6M0P-G7M7lbsW6tmf8462dH3WW1PQzyZ1pPy2-W4zQ_4H7KMRqrN8pkQYT-CtrDW4_r_0h4CJF6kW7j4SRW2qCnwCW5x3Y0v1jHQsYW7rvb9d5cMSSCW4PpTF441qWNnW42cnBt4RzJK1Vkhybj7N-8N3W6zpX4F3tSvv_W4H4bTH23VTWrW9lr14L2y_WpMW1-6P3769m8NjW1n73mM2-l_ydW45HwMv8SPlbsf1rZdqn04) | Sept 22 | Google Campus Playa Vista Join an interactive half-day summit that will give you the insights and learnings to accelerate your growth into the end of 2023. Plus, hang out in Google's epic Playa Vista campus (it used to be an airplane hangar!). [Register here](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sksl2-Z-CW5BW0B06lZ3kCVybctf3xkskCW70_S5s3233htW8KWmd0205wbXMMxtgW98jz5W1M_Pcn5NvMx_W8CXh7w7ncLLZW8qhK-d9dnwZKW5rsJTw1m1ckkW2SYl9Y8rfk5LN572WjKb3pV9N6wFxMFdhJH4V4Z2246hsPYkW8X50TP3B456NW3NlWQp5Dy7nGW4djrg02ShTGSW6rNLdt3ZfgqPW7P79_k8J-RdGW4860jF6p-2pBf5CMv1204) [What's Going On In M2](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3lmW2HykDk3bYx3yW7_P-Qq7965P5W5xTK807hy2ltVXCn3S5zg1LxVw5WdB5VhMq2W1r9lTs8hfBWhW1gnJPk1-K670N50KL6wQDvZKW1KcMCd5hdkvmW1pDBgg4pSfz4W6htzBQ7HvnH6W1CBv6l4TZY8KW3cQRfw4DXs0GVTCDZb39v0PdW7TSbKx1-2cvdW6LPNSt4vzL0BVLjjxz5GY0jwW3BT9rP12CDhpW1x55196KM0RVW4qhm0P7HkFt4f5SXbfl04) [Group 10840](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksY3lYMRW6N1vHY6lZ3pFW5ff_Mf7Qpx2PW6cXgpT1lYl_8VTqbj22jsHJJW20S6p02NVPl_W6mthFP8C9NpLN3Wf2WBVhGq2VRlwy07hFthRW7VHQZz950lp2W22PBZT6cXHx9W4dH45t3VDTYHW4S4nnl5RSXt4W8wgq-64xfFcrW4sW0V78Zl_gFW6n9b5M2VXLS4W2sMTNy7mnkPjW3nCNsv6Vt_NRW4ZZZqf5_rBn2W12N1Gl87-7fcN4L5lwsBZ6gZW3t8vHt58S-BbN53bq47Pgk3sW8JslN933l1xlf7tJN6j04) Loved the conversation that spurred from this question posted in the [M2 Community](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3l5W9kxc6-1cJpKDW6LfdH48nn15XW1vS8Ck1RVpB9N260D3kBNnV_W45hXJT41TLhJW9ln7fs3r4HHLW58tnw97l9BH1W8mBGVN46K3xJW8yCXM899nVcqW3Wy4Js1-JJ94W8lqqVh2_WRLWN2M7JMjFJZ40W5Jy-pZ2qP67SW6ScJ1b5T1-lHW27Nq4P8cRjtjW4hP1cJ7NwBT8W7nSjSn2lNFk_W6dJX7s5VT_0kW5LCjs681GZs_Vdm2QN6Xtdmcf2R0RWW04) slack channel. One reply from Ben nailed it on the head: "I don't think anyone outside of a marketing org knows, or cares about, the difference between lead gen and demand gen...This idea that now demand gen = demand creation + demand capture is a new way of framing what good, fundamental marketing has always looked like." Want to get in on these kinds of conversations with other marketers? Apply to join M2 to get access to the private slack channel, curated events, and more. [Apply to M2](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksY3lYMRW6N1vHY6lZ3kTW17fJrX9jhLsHW6Gmb1g2C-_R0W28k1d38VCqFgVzYq8K4xFJJgW6ZhZvs6cgQ-xN7JFdhNkqQGMW48p0KX36VHvrF5yrNdzfXtcW39G7Zj5Wcs5YW4xkpKv1zpBgsW4sVXGB2yW0FJW1hBK4127vM8yW4V5pm612K4rHW14QgLj6b4hycW5-7bBl13qSKJW4Mr-CR8L5pNHW4XkFR73wQjhRW816Zvk2NTgzzW1xSnvH33J3XFVVxGkB1DVXCDMb3rJQ-nqHCW5dzT5z5j9GrWf5WY6s804) [Stuff We're Loving](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksF3lYMRW69sMD-6lZ3ltN1RpV4nbHK7KW5DT76H3M0pVVW8c1hVv1NqT97VZvTw14L-rTZW3d81vY3RTvDJV5LgFH9djqkvW4RzF_T1nJ1RGVvWbHs8VWbRGW1Y6x478bkpN3VKn00h73s0q5W6Xx8j_77pWHNVs88c_3S-9sMW6WqxGj2-JrSGW8BPrG27488gJVrsVRZ62CbHFW3HYl5Z1hYDS7W1tDLc34jbjZVW8f0f176fTk5pN6hTDS2TPQfhW7SFhgj9ktJwBf5l9gdM04) 🏈 Take notes on this pre-season hype campaign I absolutely love how the [NFL is promoting the upcoming season](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksY3lYMRW6N1vHY6lZ3mCW37Fg1w1dvJLjN1qkF3f5p5JgW4DfzXG8dGnjRW2WLgkK5t318hW3c-pvD8h7563N4bBbd92X1tFW4NMnGk8V0gJFW4LfVjW7n8Vh-W4cqFVN4gF-4mW6c-lgM7nQ1CmW3RvB214gFRDfN7JHpGjN2ZXfW4vtMhc5Ny3dnW3CNJMC4RymzPW44_zSx28M60PW7Lprmk1NF3BNW3jnK2v2Q8vXPW8TB8bY3b3cqgW2KxHYB5K0p29W8jBf9f3SXf0hW6mGFSJ41bJ0sW3V7RQY19HBbxf2DpFx804). They poke fun at themselves, stoke the fire on player rivalries, and get you pumped to tune in (and I don't even watch football!) [Screenshot 2023-08-31 at 12.36.10 PM](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksY3lYMRW6N1vHY6lZ3ksN6bHDDF-Jy80W6jJ4ch3Mf947W4zy6nj8fC9B-W3w9l7-3pMCQvW1qTcty8XqvkZW1TqtVd3wQhgbW8VPggq6V8NkZW7lSJdL2W_61cW6Xg-Dn8b84KqN6pkMmgxkpFbN7Stw8xwtgYjW3P6Zk63cMpsFMQk4yDk9z_lVsTy6P37tGJxW1hJ9RC1XbjhnW5c9hbq3_yX8BV5FRbZ1hgKhqW7gmFSv60s-NpW34kXXf6wn87PW3XrSLZ5vn5_dV_pn7l8qpb3xW1mZsww8r7H1vf35qfn-04) 😜 Why so serious? Ok, I think I'm just about done with Barbie content. But this one was too good not to include. [IMG_3523](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sktd3lYMRW7lCdLW6lZ3pKW6JQ_GW4wmR6ZW4cpPH_87BXbRW5T7ysj3qLpGyW1Jhcpr3ZfxR2N2yDXpfsnWK7N3LV-z-pt7kcW4Dv-WJ6GmCYfW7dmPf27NSf0-VWWN8t5JjcJTW6GCjk28Smd8-W42SxDk3TfZtJW68B42r6FZZWDVt12M78NW3KgW4HB7gb2Vpjz4W4NV_-t8FYccgLzpDJ3GpdnW8XsdTJ4j0B0jN6YgY79sWycwW4jDpLf3S8l3VW2-XLdk1_qFklN1wSWcJVpCv2W6YtkdC3fq1KMW3DMtQ237CqN7W4PFP7Q4zbpktf396hls04) Until next time, happy growing. [Stewart Hillhouse](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70SksY3lYMRW6N1vHY6lZ3pVW5JCYB58JypybVBW2MM2ys5JMW8BxySr2C-QjTW4h9wC2149gjyW2xwFLs41RQWLW5Nl7rF91VHRtVdvR5j1h2KDhVbnmkP3YVxcHW9df6FB2JgyKfW1-r5CR3qv367W1f-TCg1fkd1nN3kc9FfFWXx0W9k90yh7CpYTxV-L4SB4y_6bLVbm-KR1tsCW3V88s293f8YXLW6KW5JS2D_GQFW1QkM8J2t52ggW8RwWjT97M8b2N6q4CYLCml71N4BHVmk1fryDW2lMG172gpjZ2f97FpCd04) Head of Content at Mutiny What does Mutiny do again? Mutiny is a conversion platform that allows marketers to convert more of their top-of-funnel traffic into customers. Mutiny is trusted by Notion, Brex, Snowflake, 6sense, and hundreds more of the fastest growing companies in the world to power their conversion. Curious to see how Mutiny can help you hit your pipeline goals? [Meet with a conversion specialist to see how](113/cMsZQ04/VW9xMQ1CsfYcW6zdRWd6LnzQ3W3Bmyl952VhSyN70Sksl2-Z-CW5BW0B06lZ3k_W2-MN0z1MbBF5W1ZvJ5V1Mc5-JW4L2Sw46Fr4x2N15yY8xkmcFXW1WSyRr9l55zHW6z1KLw8-NfPQW8HVPdq5DPlY7VLsvjw6xh8qpW7mXj1W39G-WKW1CmRZ92HymypVcK5SL1bQRVvW3qTtyC2m4F0JW7K2FTR30T71HW5T2H2Y6rfmy0W1fRMs_7xyLkxW7XmVWf7x54Z2W5hJMy43J7mmZW3LHWXb4sRWm_f1r4P6H04). Mutiny HQ, Mission District, San Francisco, California 94110 [Unsubscribe](