Building Demand Gen Inside a Giant Organization: Lessons from Enterprise Change with Rachel Roundy

In this episode of Ops Cast, we dig into what it really takes to build demand generation and revenue marketing capability inside a large enterprise organization.

Michael Hartmann is joined by Rachel Roundy, Product Marketing Lead for AI at Snowflake. Before Snowflake, Rachel spent more than 4 years at a legacy enterprise technology company, where she helped lead a cross-functional tiger team to build modern demand generation and revenue marketing capabilities at scale.

This conversation explores the reality of enterprise marketing, where strategy and execution often live far apart, tech stacks are outdated, ownership is fragmented, and meaningful change must happen without direct authority.

Rachel shares what it was like working inside systems that felt frozen in time, uncovering unused or partially implemented tools, and compensating for missing fundamentals like attribution and source tracking through manual processes and spreadsheets.

You will hear how marketing and operations teams often struggle to understand each other’s worlds, why that gap persists in large organizations, and what happens when those two sides finally align.

Here’s what all we talked about:
• Building demand generation inside large enterprises
• Leading cross-functional change without formal authority
• The gap between marketing strategy and operational execution
• Working around outdated or underutilized tech stacks
• Lessons from enterprise transformation efforts
• How marketers and ops teams can become better partners

This episode is especially relevant for Marketing Ops, Demand Gen, and Revenue Marketing leaders working inside complex, legacy organizations who are trying to modernize systems, processes, and mindsets.