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16min chapter
RV222 - Attribution is the problem (not the solution) | Go To Market Live Episode 38
B2B Revenue Vitals
Rethinking Demand Generation Frameworks
This chapter explores the flaws in traditional demand generation methodologies such as the demand waterfall and the bowtie funnel. It highlights the importance of data-driven pipeline creation and the need for organizations to reassess how they allocate resources between marketing and sales teams. The discussion underscores the significance of unified metrics and quality signals in optimizing sales performance and strategizing for customer retention.
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