Defining the Scope of Demand Creation

January 1st, 2018

Summary

Although B2B 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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