The Difference Between Demand Creation and Demand Capture

In general I would say companies are not as good at demand creation and it kind of requires a different mindset maybe a different timeframe. It certainly doesn't fit nicely into that lead obsessed model where you're asking yourself next month how many leads have I got on my form if that's your view you're probably not doing a great job creating demand. There are ongoing triggers that happen that can activate a buying process inside of mainly places that companies don't execute because they don't measure effectively. The idea that you buy in a linear process and once you get to proposal you won't go backwards is so outdated and so dumb, he says.