Demand Generation Is Not Just a Marketing Activity

I started out with paid search and was like really, really tactical. Then you know, switch to a smaller startup and that's really where I built that kind of skill set from a career development standpoint. So for a performance marketer trying to push into demand gen, you're almost taking that like 3000 foot view and you need to like elevate yourself to that 20,000 foot view, right? so you need to look at it at a higher level and how your activities are impacting the greater business.