Introduction

A lot of marketers are sold on modern demand gen, but they don't know how to institute change internally. We know this because the most asked question we get is, "How do you transition from lead gen to  demand gen?" If that sounds like you, you're in luck. We invited Alice de Courcy, CMO at Cognism, to talk about how she implemented this change internally. What makes this even more powerful is that Alice is a recent convert from lead gen to demand gen herself. In this episode, she will go into why she decided it was time to make the switch, how she set the stage internally with key stakeholders, and how they changed how marketing was measured to ensure a successful transition.