A discussion with CMO Alice de Courcy on shifting from lead gen to demand gen strategies, focusing on revenue-driving factors and executive alignment. Insights on splitting the funnel, using data analysis tools, and emphasizing the importance of SME programs for website performance. Highlights include transitioning to demand gen tactics like ungated content on LinkedIn and future plans for ABM strategies and optimizing the sales funnel stages for growth.

Marketing strategist Alice de Courcy discusses the shift from lead gen to demand gen strategy, focusing on revenue models and aligning with organizational targets. The conversation also covers metrics, KPIs for executive alignment, and practical aspects of transitioning strategies without overwhelming the organization.