How to Measure Demand Creation and Demand Capture Differently

The major breakthrough on this one is deciding that we need to measure demand creation and demand capture differently. I actually want to say someone wants to adopt your model right there like yes you're right things are broken that sounds good. There's a moment when the entire company starts to become a marketer and a CMO and they just tell marketing everything that they want to do. And I think this actually solves for that because if there is an R&D function that's sitting outside of marketing then people get this feeling around hey you know now sales is selling how to do marketing or products are selling how toDo Marketing.