Coupa makes margins multiply through its community-generated AI and industry-leading total spend management platform for businesses large and small. Coupa AI is informed by trillions of dollars of direct and indirect spend data across a global network of 10M+ buyers and suppliers. We empower you with the ability to predict, prescribe, and automate smarter, more profitable business decisions to improve operating margins.
Why join Coupa?
Pioneering Technology: At Coupa, we're at the forefront of innovation, leveraging the latest technology to empower our customers with greater efficiency and visibility in their spend.
Collaborative Culture: We value collaboration and teamwork, and our culture is driven by transparency, openness, and a shared commitment to excellence.
Global Impact: Join a company where your work has a global, measurable impact on our clients, the business, and each other.
Learn more on Life at Coupa blog and hear from our employees about their experiences working at Coupa.
The Impact of a Demand Generation Director at Coupa:
The Demand Generation Director is accountable for the integrated demand strategy and its execution across the Americas. The position owns the regional demand process end to end, including demand planning, sales play and outreach cadence design, pipeline health, and lead-to-deal conversion, and sets the foundation for how demand is generated and progressed in the Americas.
The position is the primary point of coordination between Sales, Marketing, Alliances, Advisory Services and Revenue Operations for demand matters in the Americas. It chairs the regional Demand Board, holds the integrated demand plan, and is accountable for the pipeline health and conversion outcomes that result. This is an individual contributor position that operates through influence across the demand ecosystem rather than through direct authority.
What You'll Do:
Demand strategy and planning
Leads the regional demand process, including planning, coordination and analysis, and is accountable for the integrated demand plan for the Americas.
Develops integrated demand strategies that align marketing, sales and partner activity to regional pipeline and revenue objectives.
Sets the demand planning calendar and the inputs required from each contributing function, and holds those functions to the agreed plan.
Determines where demand investment is directed by segment, solution and route to market, and recommends reallocation where performance requires it.
Demand execution and sales plays
Designs tactical sales plays and outreach cadences tailored to specific target audiences and aligned to business priorities, in partnership with Sales, Marketing and Sales Enablement.
Accountable for the execution of the demand plan in the Americas, including sequencing, coverage of priority accounts and segments, and completion against the agreed calendar.
Partners with the Revenue Systems directors on the platforms and configuration that support demand motions, including prospecting and contact data, sales engagement and cadence management, and submits requirements through the established intake process.
Accountable for adoption and performance of the sales plays and cadences released into the region, and for revision or retirement of those that do not perform.
Pipeline health and conversion
Accountable for a healthy and predictable pipeline of qualified opportunities for the regional sales organization, measured against defined coverage and quality standards.
Uses data and analytics to track the performance of demand generation initiatives, and identifies the drivers of variance between plan and actual.
Accountable for lead-to-deal conversion improvement in the Americas, including diagnosis of conversion loss by stage, source and segment, and the remediation plan.
Tracks performance and progress of demand activity against pipeline health metrics, and reports status on a defined cadence.
Cross-functional coordination and governance
Collaborates with Sales, Marketing, Alliances, Advisory Services and other functions to develop a coordinated and integrated demand plan that meets business goals.
Hosts the regional Demand Board and associated planning activities to track progress and align the demand ecosystem on priorities, commitments and outcomes.
Escalates to the Leader, Demand Orchestration where cross-functional commitments, resourcing or prioritization cannot be resolved in the Americas.
Fosters a culture of collaboration, continuous improvement and excellence across the demand ecosystem, and drives improvement of the processes and tools the ecosystem depends upon.
Market insight and solution knowledge
Monitors and analyzes market trends, customer behaviors and the competitive landscape, and applies that analysis to demand planning and play design.
Maintains a working understanding of areas of strength and weakness across the relevant solution portfolio, and reflects that understanding in targeting and messaging priorities.
Partners with Product Marketing and Competitive Intelligence to keep demand activity current with positioning and competitive changes.
Insight to leadership
Provides proactive insight to leadership on demand planning, forecasting and execution, including risks to pipeline coverage and the actions required.
Represents the regional demand position in planning and review cycles, including quarterly business reviews and annual planning.
Translates demand performance into the commercial implications leadership requires for decision-making.
Performance Measures
Pipeline coverage and quality against regional targets, by segment and solution.
Lead-to-opportunity and opportunity-to-close conversion rates against baselines.
Contribution of demand activity to qualified pipeline and closed revenue in the Americas.
Delivery of the demand plan against committed scope and calendar.
Adoption and performance of released sales plays and outreach cadences.
Demand Board and planning cadence operating as designed, with documented commitments and follow-through.
Accuracy and timeliness of demand reporting and insight to leadership.
What You Will Bring to Coupa:
Bachelor's degree in an analytical discipline such as Finance, Business, Computer Science or Engineering, or equivalent practical experience.
Ten or more years of experience in business-to-business demand generation, demand management or a closely related go-to-market function.
Demonstrated track record of developing and implementing successful demand management strategies at scale.
Strong analytical capability, including the ability to interpret complex data sets and make data-driven decisions.
Demonstrated experience designing sales plays and outreach cadences, and measuring their performance.
Demonstrated ability to collaborate effectively with cross-functional teams and to build durable internal relationships, including with senior stakeholders, without direct authority.
Strong financial and business acumen, and demonstrated problem-solving capability, including the ability to translate process into value-adding business activity.
Demonstrated ability to manage multiple priorities and operate effectively in a fast-paced, changing environment.
Demonstrated leadership capability, including the ability to set direction, and to inspire and motivate teams the position does not manage.
Demonstrated commitment to challenging, improving and innovating at both a personal and an organizational level.
Preferred Qualifications:
Experience in large technology companies, in a multi-segment, multi-region organization with an established partner channel.
Working knowledge of the platforms that support demand motions, including CRM, sales engagement and cadence management, prospecting and contact data, and intent or account-based marketing platforms.
Experience integrating partner and advisory motions into demand planning and execution.
Prior experience in a quota-carrying, sales management or field-facing role.
The successful candidate’s starting salary will be determined based on permissible, non-discriminatory factors such as skills, experience, and geographic location.
At Coupa, we are 100% committed to creating and nurturing an environment that supports your physical, mental, and community well-being. We offer a comprehensive suite of benefits designed to help you and your family thrive:
Global Well-Being Perks (For All Employees Globally)
Global Wellness Days: Enjoy two designated, company-wide paid wellness days off each year (typically the first Friday in March and the last Friday in September) so the entire global team can unplug, step away, and recharge together .
Birthday Time-Off: Celebrate your day! Coupa provides a paid day off on your birthday or another day of your choice within your birthday month .
Volunteer Time Off (VTO): Giving back is in our DNA. We offer 40 hours of paid VTO annually to support the community initiatives and volunteer programs you are passionate about .
Employee Assistance Program (EAP): Access free, confidential, 24/7/365 counseling and resources for emotional support, work-life solutions, financial advice, legal guidance, and support for new parents .
Business Travel Protection: Travel with peace of mind. Zurich Travel Assist provides medical, safety, pre-trip planning, and emergency support during any business travel .
Referral Bonus Program: Share the Coupa experience! Receive generous monetary referral bonuses when you successfully refer talented friends or acquaintances who are hired into open roles .
Please note: In addition to these global well-being perks, Coupa offers highly competitive, location-specific benefits packages (which include comprehensive medical/dental insurance, retirement/pension plans, and life or accident protection) tailored to your primary work location. Your recruiter will walk you through the specific regional benefits package for this role during the interview process.
Coupa complies with relevant laws and regulations regarding equal opportunity and offers a welcoming and inclusive work environment. Decisions related to hiring, compensation, training, or evaluating performance are made fairly, and we provide equal employment opportunities to all qualified candidates and employees.
Please be advised that inquiries or resumes from recruiters will not be accepted.
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