A Demand Gen Manager is measured on pipeline, not leads, and they know the difference even when their MQL number looks great. They have been pitched the tool that promises more leads, which is the opposite of their problem. The ones who get the call ask about MQL-to-SQL conversion and cost per opportunity, because that is where the pressure actually sits.
What a Demand Gen Manager actually cares about
A Demand Gen Manager is judged on qualified pipeline, cost per opportunity, and channel efficiency. They buy to convert better, not to generate more noise, so 'more leads' is a red flag and 'more opportunities at the same spend' is the pitch. Prep around conversion and cost and every answer maps to a field.
Discovery call questions for a Demand Gen Manager
Copy the list and cut it to the six or eight that fit the deal. Lead with the question that gets at the number they own, and let the rest earn their place. Each is tagged with the MEDDICC field it fills, so your notes drop straight into the CRM.
- What is your MQL-to-SQL conversion rate, and where does it leak? (Metrics)
- What does a qualified opportunity cost you today by channel? (Metrics)
- Walk me through what happens to a lead from form fill to opportunity. (Decision Process)
- Which channel is carrying pipeline and which is quietly wasting budget? (Metrics)
- When pipeline misses, is it volume, quality, or sales follow-up? (Implicate Pain)
- What have you tried to lift conversion, and why did it not stick? (Competition)
- Where does speed-to-lead or routing cost you opportunities? (Implicate Pain)
- If something raised conversion, how does it get approved? (Decision Process)
- Who signs off: your VP, RevOps, finance? (Economic Buyer)
- Ninety days in, what number proves this worked? (Metrics)
- Who would run point on it? (Champion)
Do not read the whole list. Pick six, open on conversion and cost per opportunity, and let the answers pull the rest. The prompt below tailors these to a real account.
Generate these for your exact account
The list is the floor. The call is won by tying each question to their real channels and funnel math, which you get from reading their site and ad presence. That is the prep you skip at 8:55. Hand it to Claude.
You are prepping me for a discovery call with a Demand Gen Manager at {{company}} ({{company URL}}).
First, read their website: what they sell, who they sell to, how they go to market, and any public signals about their priorities right now.
Then take the discovery questions below and, for each one, swap the generic blank for something specific to {{company}} and this Demand Gen Manager's world. Keep every question mapped to its {{MEDDICC}} field. Cut the list to the 8 that best fit this deal, sequence them broad to specific, and flag the ONE question most likely to surface a real gap I can act on.
Use only what you can read or reasonably infer, and mark anything inferred so I do not assert it as fact on the call.
QUESTIONS:
{{paste the list above}}Generate this for any account
- Discovery call prep skill →The Claude skill that tailors this whole list to a specific account and your framework (MEDDICC, BANT, SPICED).
- Sales discovery questions prompt →The copy-paste prompt version, tailored to the deal in front of you.
Frequently asked questions
What should you ask a Demand Gen Manager on a discovery call?
Lead with MQL-to-SQL conversion and cost per opportunity, not lead volume. A Demand Gen Manager is measured on qualified pipeline and efficiency, so questions about where the funnel leaks and which channel wastes budget land. Keep it to six or eight and map each answer to a qualification field.
How do you sell to a Demand Gen Manager?
Frame it as more opportunities at the same or lower cost, never as more leads. They already have leads; the pressure is conversion and cost per opportunity. Discovery is where you find which channel or funnel stage is bleeding, then build the pitch around fixing that one.