Creating Demand Versus Capturing Demand

Most companies do lead generation, which is that every single execution is measured on how many leads they got. The way that you actually create demand involves things that are cult to measure based on the existing intastructure that companies use. And most companies will only capture demands, so they just sit at the bottom of the funnel and compete with a buyer that views it as a commodity. We need to have the right measurement set up so that marketing can operate across all three dimensions of demand, creating, mand damning demand and capturing demand.