Why Marketing Needs to Own Demand Generation Right Out of the Gate
Webbiquity
FEBRUARY 15, 2022
If you wish to converse with me, define your terms.” In his book, Profitable Growth is Everyone’s Business , Dr. Ram Charan explains that upstream refers to the “strategic process of identifying and fulfilling customer needs.”. Demand gen IS in the upstream and is part of implementing your Go-to-Market (GTM) strategy.
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