1 Big Pitfall to Successful Demand Generation Digital Transformation

As marketing leaders, we sometimes inadvertently lead our teams astray. When we delegate the outcomes we want, and simultaneously drive a sense of urgency, our teams may skip important steps in their drive to achieve the outcomes. Here is a classic example we see all too frequently with clients.

The Scenario

We start with the desired outcomes, of course. In demand generation, this is usually marketing-qualified leads (MQLs) or sales-qualified leads (SQLs), bookings and revenue. If this desired outcome was somehow unexpected, then a sense of urgency invariably accompanies it.

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