The rapid evolution of b-to-b demand creation in recent years – driven by shifting buyer behaviors, new technologies, new approaches and urgent business needs – has been a challenge for most marketers to keep up with. While lead acquisition and qualification have become a mature and increasingly critical function for many organizations, others have struggled to achieve a systematic, repeatable and measurable demand engine that makes sales more productive.

 

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Adopting the Waterfall and proving the metrics really helped to change the internal perception of marketing…

— Elle Woulfe, Director of Demand Generation, Lattice Engines

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