Demand Generation Guide for CMOs and Revenue Leaders
This guide is a structured, end-to-end reference for modern demand generation. It is designed for CMOs, revenue leaders, and senior operators who need clarity, not tactics. Each chapter addresses a specific layer of the demand system, from definition and strategy to execution, measurement, and AI.
Defining Demand Generation
Unit Economics of Demand Generation: CAC, LTV, Payback, Contribution Margin
Defines the scope of demand generation, what remains constant over time, and what varies by context, providing a neutral reference for executives and analysts.
Scope and Invariants in Demand Generation: What Stays True Over Time
Defines the scope of demand generation, what remains constant over time, and what varies by context, providing a neutral reference for executives and analysts.
Demand Generation vs Adjacent Disciplines
Demand generation, lead generation, brand marketing, and ABM are often confused. Learn the key differences and when each discipline applies in your marketing strategy.
Demand Generation Across Market Contexts
Demand generation applies across B2B, B2C, and hybrid markets through the same system logic. Learn how buying complexity and decision dynamics shape context differences.
What Is Demand Generation?
Demand generation builds awareness and interest across your target market over time. Learn what it is, how it works, and how it differs from lead generation.
The Demand Generation Operating Model
In today’s competitive landscape, marketers are increasingly turning to integrated demand generation strategies to maximize their impact.