Generating leads is an important part of marketing, but it doesn’t end there. Those leads need to end up driving revenue before you can confidently say you’ve met your goals.So, how do you map out a strategy that will deliver optimum marketing performance?Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, discuss how you can build a demand model that’ll ultimately connect your leads to revenue.Find out: What a demand model is and why you need itGoals needed to make a demand model workThe role of historical data in building a demand modelCheck out the full episode for practical takeaways that’ll help you build a demand model and improve marketing performance.00:00 - 00:30 Intro00:34 - 01:54 Opening remarks on Metadata’s demand model01:55 - 03:43 How Jason got his start building demand models03:44 - 05:27 What a demand model is and how to use it05:28 - 07:18 Benefits of building a demand model from the top-down and the bottom-up07:19 - 09:36 How to get started building a demand model09:37 - 12:45 Five big inputs needed to build a demand model12:46 - 13:10 Why the length of your sales cycle is vital13:11 - 16:19 Goals needed to make a demand model work16:20 - 19:16 How often you should look at a demand model19:17 - 22:37 The dynamics of the marketer-sales team relationship22:38 - 25:43 How Metadata know when to sound the alarm based on their demand model25:44 - 30:17 How to adjust a demand model over time30:18 - 35:45 How Metadata’s demand model has changed over time35:46 - 38:02 Building a demand model without historical data38:03 - 38:48 Outro