Demand Generation & the Revenue Team
Why pipeline comes from creating demand, not collecting contact details.
Demand generation creates the want. Lead generation collects the contact details of people who already have it. Most B2B companies fund the second and report it as the first, which is why the pipeline number never quite matches the lead number. The Revenue Team is what you get when sales and marketing stop running separate scoreboards and share one.
What this covers
Demand versus lead generation · sales and marketing alignment · pipeline over vanity metrics · multi-channel demand · what to measure and what to ignore.
Articles
- A Practical Framework for Winning and Keeping Customers
- Maximizing Customer Engagement: How Marketing Drives Success Across the Lifecycle Journey
- The Demand Loop
- Demystifying B2B Demand Generation: 5 Key Takeaways
- Marketing Needs to Support Sales in These 5 Ways
- Unleashing Synergy: The Transformative Power of Aligning Sales and Marketing Teams for Exceptional Customer Experiences
- Content in the Digital World: What is Digital Content & Why Should You Create It?
- Content Strategies: Key Reasons Your Organization Needs One!
- 3 Quick Tips to Jump Start Your Marketing Strategy
- Unveiling the Essence of Marketing: The Power and Purpose of Content
- The Roadmap to Success: The Importance of a Marketing Strategy
- Our Top 4 Tips for Marketing for the Rest of 2023
- Enhancing Sales Success: How a Marketing Team Can Support Sales with the Right Content (on the Right Platforms!)
- The Top 4 Reasons to Combine Your Sales and Marketing Teams Into the Revenue Team
- What Is a Revenue Team? Sales and Marketing as One Unit
- The Power of Synergy: Why Marketing & Sales Teams Need to Combine as the Revenue Team
- The Crucial Role of Sales Enablement in B2B Enterprises
- Sales Enablement: Giving Sales Something to Work With
- The Power of Native Content: Why it’s Vital for Your Social Media Strategy
- Demand Generation: What It Is, What It Isn’t, and How to Use It
- Create a Marketing Strategy to Maximize Sales and Revenue
- Marketing Trends in 2023
- What You Need to Know About Demand Generation for Your Business
- The Harsh Truth About Demand Gen Vs Lead Gen
- The 2 Best Questions to Ask When Thinking About Your Marketing Strategy
- What’s the Deal With Facebook Ads For B2B?
26 articles in this pillar.
Common questions
What is the difference between demand generation and lead generation?
Demand generation creates the want. Lead generation collects the contact details of people who already have it. Most B2B companies fund the second and report it as the first, which is why the lead number can look healthy while pipeline does not move.
What is a Revenue Team?
Sales and marketing operating as one team, with one definition of a qualified lead and one number they are both measured against. When the two functions score themselves differently, no amount of budget fixes the gap between them.
How do you measure demand generation?
By pipeline created and pipeline influenced, not by form fills. Form fills measure how many people filled in a form, which is a fact about your form rather than about your market.
Does demand generation work for long B2B sales cycles?
Yes, and it matters more as the cycle lengthens. A considered, multi-touch purchase means most of your future buyers are not in market today, so the work is to be the obvious choice by the time they are.
The other pillars
Five subjects we write about, and they connect. Most real marketing problems sit across more than one.
Would you rather we just ran it?
Zangardi Studio is Patrick and Vanessa Zangardi, with a bench of writers, designers, developers and editors behind us. Most clients buy the whole engine. Any capability can be bought on its own.