Susan Farrell
Driving Predictable Pipeline Through Modern Demand Generation
This page features selected demand generation work grounded in the principles I believe are critical to building predictable pipeline: strong data and analytics, tight alignment across sales and product, agile campaign planning, and disciplined, efficient use of resources.
The examples below reflect a mix of strategic thinking, practical frameworks, and real-world execution drawn from both enterprise leadership roles and hands-on teaching.
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Demand Generation Strategy, Execution and Leadership in Action
This selection of slides highlights areas of campaigns that often get overlooked, organized into four core pillars: core strategy, campaign operations, data and analytics, and sales alignment.
These slides highlight key moments and outcomes from my roles as VP of Demand Generation & Operations at eMoney and Chief Marketing Officer at Caseware, focusing on how I led and scaled demand generation in complex, high-growth environments.
Campaign Example: Enterprise ABM
This campaign example illustrates how I orchestrated a tightly coordinated, multi-phased account-based campaign for Caseware’s top enterprise prospects and clients, delivered from concept to completion in four months.
This campaign example illustrates how I orchestrated a tightly coordinated, multi-phased account-based campaign for Caseware’s top enterprise prospects and clients, delivered from concept to completion in four months.
This campaign card is a one-page synopsis used for every marketing campaign to ensure alignment across marketing, sales, and BDR/SDR teams.
The Marketing Quarterback: From the Field
YouTube Channel Samples
Blog Article Samples
Susan Farrell
610-613-7003
sfarrell731@gmail.com