Inspired Marketing: Cision’s David Cardiel on Scaling Their Demand Generation Operations

Inspired Marketing: Cision’s David Cardiel on Scaling Their Demand Generation Operations

David Cardiel is the Head of Global Demand Gen at Cision. On today’s episode, David shares how he was able to scale the demand generation operations and create a smooth transition between the sales and marketing teams. He also shares how they were able to organize their lead database as well as their lead attribution and nurture process.

Tune in and Get Inspired to:

  • Keeping it simple with a 2-tier approach for addressing new leads
  • Building a single touch attribution model and scoreboard in an effort to review marketing’s overall contribution
  • Complete handoff from marketing to sales
  • Procuring specific campaigns for better demand generation
  • Leadership providing opportunities to build strong teams



Key Takeaways:

[:50] Who is David and what does he do for Cision?
[2:25] What problem was David originally trying to solve?
[5:30] What results has David seen so far, by improving and scaling their demand gen department?
[10:25] David explains how he was able to create a smooth hand-off between the marketing and sales department.
[12:30] How did David start this process?
[14:30] David defines Cision’s ideal marketing rep.
[17:55] What are David’s plans to further scale the demand gen department?
[19:10] What would David do differently if he could start over?
[22:15] David and his team took a hard look at their database.
[26:10] How did David manage the lead attribution and nurture process?
[29:25] What technology has David used to make this possible?
[34:15] What inspires David?


Quick Links

David Cardiel on LinkedIn


The Inspired Marketing podcast is produced by Relationship One. Our goal is to share real experiences and inspirational stories of marketing leaders that are transforming their organization using the Oracle Marketing Cloud.

If you liked what you heard in this episode, we’d love to hear about it! Comment below, send us a shout-out on
TwitterLinkedIn, or email us at

If you’re interested in sharing your own success story on Inspired Marketing, email us at

By | 2019-08-12T15:23:09+00:00 August 12th, 2019|Customer Stories, Marketing, Podcast|0 Comments

About the Author:

Scott Ingram is no stranger to marketing technology! He's been in the space since 2009 and joined Eloqua in 2011. After writing a successful book on Event Marketing, “Making Rain with Events”, he joined Relationship One and is now the Strategic Account Manager. As if that didn’t keep him busy enough he started our Inspired Marketing Podcast series and is raising two daughters. A true Austinite, he always wears his Rickshaw boots while remaining a data geek with his constant Fitbit data retrieval.

Thank you for subscribing!
Subscribe to our Thought Leadership Today