demand generation

Many SaaS com­pa­nies have a demand gen­er­a­tion func­tion with­in mar­ket­ing. I think the term “demand gen­er­a­tion” is ter­ri­bly mis­guid­ed. There is no such thing as gen­er­at­ing demand. Demand either exists or does not. If demand exists in the mar­ket­place, it can be chan­neled to your com­pa­ny via lead gen­er­a­tion mech­a­nisms — such as cold call­ing, […]