Data Methodology
How we collect, process, and present demand gen salary and tool data.
Data Source
Our data comes from a proprietary database of demand generation job postings. We collect postings from major job boards and company career pages, focusing specifically on roles with "demand generation," "demand gen," "growth marketing," and related titles.
The current dataset includes 680 job postings. Of these, 465 (68.4%) include salary information. We only report salary data from postings that disclose compensation; we don't estimate or impute missing salaries.
Salary Data Processing
Salary figures represent base compensation ranges as posted. We extract minimum and maximum base salary from each posting and calculate medians across groups. When a posting lists only a single number, we use it as both min and max.
We exclude postings with clearly erroneous salary data (below $20,000 or above $500,000 for base salary) as likely data entry errors. We also exclude internship and contractor postings.
Seniority Classification
We classify roles into seniority levels (Entry, Mid, Senior, Director, VP, Head of) based on title analysis. Titles containing "coordinator," "associate," or "junior" map to Entry. "Manager" without senior modifiers maps to Mid. "Senior" maps to Senior. "Director" maps to Director. "VP" or "Vice President" maps to VP. "Head of" maps to Head of.
Some titles don't fit neatly into these buckets. Those are classified as "Unknown" and excluded from seniority breakdowns but included in overall statistics.
Location Classification
We extract metro area from posting location data. Postings that list only "Remote" or don't specify a location are classified separately. Location-based salary data only includes postings with identifiable metro areas.
Tool and Market Data
Tool mentions are extracted from job posting descriptions and requirements sections. We count the number of postings that mention each tool, not the total number of mentions. A tool mentioned 3 times in one posting counts as 1 mention for that tool.
Tool categories are manually curated based on the tool's primary function in a demand gen tech stack. Some tools span categories; we assign them to their most common use case in demand gen contexts.
Limitations
- Salary data only reflects postings that disclose compensation. Companies that don't disclose may pay differently.
- Posted salary ranges may differ from actual offers, which can be negotiated higher or lower.
- Total compensation (bonus + equity) is not consistently disclosed and is estimated where noted.
- Our data skews toward companies that post on major job boards. Some smaller companies and stealth startups are underrepresented.
- Tool mention frequency measures market demand, not tool quality. A tool mentioned in 20% of postings isn't necessarily better than one mentioned in 5%.
Update Frequency
We update our dataset periodically as new job postings are collected. Statistics on this site reflect the most recent data pull. Historical comparisons should account for changes in the job market, pay transparency laws, and sample composition.
Questions
If you have questions about our methodology or data, email rome@getprovyx.com.