Why Marketing Needs to Own Demand Generation Right Out of the Gate
Webbiquity
FEBRUARY 15, 2022
Compare this to the definition of lead gen offered by Gartner. Ram Charan explains that upstream refers to the “strategic process of identifying and fulfilling customer needs.”. “Demand generation spans the entire buyer’s journey. Demand gen IS in the upstream and is part of implementing your Go-to-Market (GTM) strategy.
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