Demand Generation Lead

IFS; Greater London; On-site; GBP 90,000 - 130,000; Full time

Job summary

IFS is seeking an experienced demand generation leader to drive AI-first marketing in a global enterprise software environment. You’ll own strategy, ABM programs, and field enablement across regions, industries, and time zones, with a hybrid London-based role.

You’ll partner with product marketing, leverage CRM and analytics, and build scalable programs that fuel pipeline while shaping messaging for complex buyers in manufacturing, energy, and services sectors.

Qualifications

• Proven experience in B2B enterprise software demand generation, sales, or GTM roles.
• Experience leading or building demand generation / BDR / market development teams.
• Strong understanding of enterprise sales processes and seller behavior.

Responsibilities

• Own the global AI demand generation strategy and translate it into programmatic initiatives - campaigns, call-out sessions, and targeted outreach programs.
• Lead, coach, and develop the demand generation and market development team, setting cadence, targets, and standards of excellence.
• Direct a net-new account motion into energy, utilities, manufacturing, aerospace, field service, and asset-intensive industries.
• Ensure AI messaging is industry-led and problem-focused, not purely product-driven.
• Establish and drive a structured global cadence for demand generation activity and pipeline reviews.
• Build and refine demand generation processes using data and analytics to optimize pipeline creation and conversion.

Job description

IFS is a billion-dollar revenue company with 7000+ employees on all continents. Our leading AI technology is the backbone of our award-winning enterprise software solutions, enabling our customers to be their best when it really matters - at the Moment of Service.

At IFS, we’re flexible, we’re innovative, and we’re focused not only on how we can engage with our customers but on how we can make a real change and have a worldwide impact. We help solve some of society’s greatest challenges, fostering a better future through our agility, collaboration, and trust.

We celebrate diversity and understand our responsibility to reflect the diverse world we work in. We are committed to promoting an inclusive workforce that fully represents the many different cultures, backgrounds, and viewpoints of our customers, our partners, and our communities. As a truly international company serving people from around the globe, we realize that our success is tantamount to the respect we have for those different points of view.

By joining our team, you will have the opportunity to be part of a global, diverse environment; you will be joining a winning team with a commitment to sustainability; and a company where we get things done so that you can make a positive impact on the world.

We’re looking for innovative and original thinkers to work in an environment where you can #MakeYourMoment so that we can help others make theirs. With the power of our AI-driven solutions, we empower our team to change the status quo and make a real difference.

If you want to change the status quo, we’ll help you make your moment. Join Team Purple. Join IFS.

Job Description

Key Responsibilities

1. Demand Generation Strategy & Programs

Own the global AI demand generation strategy and translate it into programmatic initiatives - campaigns, call-out sessions, and targeted outreach programs.

Partner with Marketing to ensure always-on, targeted campaigns aligned to priority accounts and industries.

Own execution, tracking, and reporting of demand generation activity across all channels.

2. Team Leadership & Field Enablement

Lead, coach, and develop the demand generation and market development team, setting cadence, targets, and standards of excellence.

Enable sellers with actionable messaging, collateral, and outreach strategies, and drive adoption among field teams who are not naturally inclined toward demand generation.

Translate AI value propositions into simple, customer-relevant conversations, and support sellers in customer-facing scenarios where needed.

3. AI-First Market Development & Account-Based Outbound

Direct a net-new account motion into energy, utilities, manufacturing, aerospace, field service, and asset-intensive industries - working named account lists, inbound leads, and intent-triggered targets.

Champion account-based outbound: deep account research, multi-touch sequences, and creative plays (direct mail, personalized video) that cut through the noise and earn a reply.

Operationalize intent data - when a target account is researching predictive maintenance, field service automation, or compliance AI, ensure the team follows up with custom, timely sequences built around that signal.

4. Messaging & Industry Context

Ensure AI messaging is industry-led and problem-focused, not purely product-driven.

Partner with Product Marketing to refine clear, compelling narratives for the field, and continuously adapt messaging based on market feedback.

Drive market research - hot topics, timely trends, and compliance deadlines in the industries we serve - and feed it into messaging and campaigns.

5. Field Cadence & Operating Rhythm

Establish and drive a structured global cadence for demand generation activity (call-out sessions, pipeline reviews, execution tracking).

Influence field teams to consistently allocate time to pipeline creation based on coverage gaps.

Ensure accountability without direct authority through strong stakeholder influence across regions and time zones.

Monitor pipeline creation, quality, and progression across CQ+ cycles, and drive pipeline hygiene, visibility, and forecast integrity.

Support opportunity progression through structured reviews and feedback, ensuring every handoff to AEs includes context marketing can reuse.

7. Data, Process, Tooling & Feedback Loops

Build and refine demand generation processes from scratch where needed, using data and analytics to optimize pipeline creation and conversion.

Leverage the AI-first stack (CRM, intent, analytics, and AI tools) to improve execution and reporting.

Maintain a tight feedback loop between field, marketing, and product - identifying what works, iterating rapidly, and turning frontline intel into better campaigns.

How You’ll Work

You’ll lead inside an AI-first marketing operation that’s being built from the ground up. That means:

AI-powered research and personalization.Copilot and Claude help the team research accounts, draft personalized outreach, and build sequences faster than they could manually.

Intent-driven prioritization.Outbound prioritizes accounts that are in-market, built around what they’re actively searching for.

Multi-channel plays.Email, LinkedIn, phone, video, and direct mail - with a bias toward experimentation over spray-and-pray.

Tight feedback loops.Frontline intel on what’s landing directly shapes targeting, messaging, and campaign strategy.

Ways of working: operates as a highly hands-on leader with strong cross-functional influence; works across global time zones; based in or near a major IFS office (London/Staines, Stockholm, Chicago, Paris) on a hybrid model (minimum 3 days in office); acts as the bridge between strategy and execution.

Qualifications

WhatWe’reLooking For

Experience & Skills

Proven experience in B2B enterprise software demand generation, sales, or GTM roles — ideally in AI, data, cloud, or platform solutions.

Track recordof leading or building demand generation / BDR / market development teams and motions, not just reporting on pipeline.

Strong understanding of enterprise sales processes and seller behavior.

Experience building and executing programmatic, account-based demand generation initiatives.

Strong data-driven mindset with the ability to build andoptimizeprocesses from scratch.

Experience working in global, matrixed organizations.

Core Competencies

Leadership that combines strategic direction with hands‑on execution - willing to build, run, and iterate directly alongside the team.

Highly resilient and self‑motivated, able to operate in ambiguity and handle pushback.

Strong influencer and communicator - able to drive behavior change across the field without direct authority.

Ability to translate complex AI concepts into simple, compelling, industry-relevant narratives.

Strong ownership mentality and bias for action, with high energy, drive, and ambition.

Account-based mindset - values sharp, researched outreach over high-volume templates, while maintaining the discipline that consistency requires.

Preferred

Experience in industries such as Manufacturing, Construction, Energy, Aerospace & Defense, or other asset-intensive sectors.

Exposure to AI-led solutions and complex, multi-product sales environments.

Curiosity about industrial markets - our buyers respect people who understand their world.

Additional Information

We embrace flexibility and hybrid work opportunities to support diverse needs and lifestyles, while also valuing inclusive workplace experiences. By fostering a sense of community, we drive innovation, strengthen connections, and nurture belonging. Our commitment ensures you can work in a way that suits you best, while also engaging with colleagues to share ideas and build meaningful relationships.

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