Is Demand Generation Really a Demand Capture?

SDR CEO: Demand generation in most companies is confused with demand capture. He says it acts as operational sales support, get leads and produce MQLs so that sales can do outbound sales. SDR wants to create a revenue R&D function that sits at the same level of CRO or CMO. It's focused on delivering a specific mid-term output to sales rather than understanding what are we going to do to drive revenue, he says.