HomeResearch Articles Defining the Scope of Demand Creation

Defining the Scope of Demand Creation

  • Although b-to-b demand creation has matured over the last 15 years, there is still no standard scale for determining when a set of practices is “good”
  • Demand Waterfall® implementation is a vital element in demand creation, but being good in one area of demand creation does not mean an organization is good in all
  • While demand creation best practices continue to evolve in depth and breadth, many companies are not aware of these changes
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