When I was asked to give a keynote at DemandCon on the past, present, and future of demand generation, I wondered what new wisdom I could share about the past and present. We've all lived it; we all know how bad marketing and sales teams have been at generating demand. So I shared some research data that validates what we know about the poor current state and then shared four counterinituitive mindset shifts that marketing and sales leaders need to make if they want their future to be rosier than today:
- Fight funnel vision.
- Stop trying to align marketing with sales.
- Don't talk about what you do.
- Take a stand.
You can watch the presentation, or click Watch A Segment to go directly to The Future: