Why Siemens Healthineers Is Rethinking Demand Generation

In this episode of Inside the Funnel, Richard Lane sits down with Rosanne Darrow, VP of Marketing and Communications at Siemens Healthineers, to unpack how one of the world’s largest healthcare organisations is rethinking demand generation - and what it takes to drive commercial impact at scale.

Rosanne has spent over 20 years at Siemens, leading marketing across global and regional roles. Her focus today is simple: drive demand, enable sales, and deliver measurable commercial results.

But in a market that’s changing fast, that’s easier said than done.

Buyers are more digital-first than ever. In fact, 62% of medtech buyers now prefer a rep-free experience at the early stages of their journey.

At the same time, sales teams are under pressure to focus on high-value conversations - not chasing unqualified leads.

So how do you bridge that gap?

In this conversation, Rosanne shares how Siemens Healthineers shifted from a volume-driven marketing model to a more structured, end-to-end demand engine - one that prioritises qualification, nurtures opportunities properly, and delivers real pipeline impact.

We get into:

• Why traditional MQL models were breaking down — and frustrating sales teams
• How SDRs became a critical layer between marketing and sales
• The role of digital-first buying behaviour in reshaping go-to-market strategy
• How to prove a new model internally without disrupting your sales team
• What “good” looks like when it comes to alignment, content, and customer journeys

If you’re still measuring success