Salary Insights: Director of Demand Generation

We were recently engaged by our client, a Series B funded B2B SaaS vendor, to conduct a search for a Director of Demand Generation. 

Reporting to the Chief Marketing Officer, this hire would be their first Demand Generation leader and was seen as mission critical for company growth. 

The mandate of this hire was to transform marketing into a lead generating machine. Expertise maximizing MQL generating programs across all channels, globally, was a key requirement.

We presented 4 candidates:

The Revenue Reviver  - $135K Base + 10% Bonus

  • 14 years of employment experience, all of which was in marketing 
  • 9 years working in B2B SaaS
  • Helped grow an online certification program from $16M to $78M in 5 years
  • Managed one direct report and a marketing budget of $400K to $2M per month
  • Bachelor of Science in Advertising

The Global Graduate - $140K Base + 20% Bonus

  • 13 years of employment experience, all of which was in marketing 
  • 6 years working in B2B SaaS
  • Experience managing large-scale, global campaigns for an audience base of 50M+
  • Managed team of 5 and increased MQLs by 100% during the pandemic
  • MBA in Marketing

The LEADing Leader - $180K Base + 20% Bonus + Equity

  • 13 years of employment experience, all of which was in marketing 
  • Experience working in B2B SaaS and learning management platforms
  • Grew inbound leads by 250% YoY and reported to the CMO
  • Managed marketing teams from 3 to 17 
  • BA in Mass Communications, Diploma in Graphic Design

The Hire

  • 12 years of employment experience, all of which was in marketing 
  • Experience working in a startup environment and reporting to the C-suite
  • Scaled ARR from $4M to $16M in just under 3 years, significantly increasing MQL targets and CPL while decreasing CAC by 40% 
  • Teaches digital marketing at the college level (part-time)
  • Bachelor of Business Communications and post-grad certification in Advertising Management

To land this candidate, our client offered $220K Base + 15% Bonus + Equity.

As you can see, compensation for these candidates varies significantly based on the length and scope of experience, as well as their ability to thrive in similar environments.

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For organizations and job seekers alike, it can be challenging to understand what a particular position should pay. Often, it’s a calculation between salary surveys that lack all context, what a person has earned in the past, and ad hoc conversations with others in the field.

We’re sharing market insights into current compensation packages for key roles in the tech industry. Our recruiters conduct targeted searches on behalf of our clients, seeking out candidates who fit the requirements of the role and diligently qualifying them to present only the very best talent. These posts are meant to highlight the contextual elements that makeup compensation, and to help our clients and candidates better understand the current market forces that affect earning potential.