A few years back, Mark Huber and I did a podcast together where I talked about successfully making the shift from lead gen to demand gen. In that talk we covered the friction demand leaders are often met with when trying to convince their execs that this new strategy is the way to go.
For me, the solution was to create a manifesto, or a “center of excellence” where I deeply detailed my perspective on the market and how our GTM strategy should fit into it.
If you missed it, here’s part 1 of this CoE where I level-set the market shift. Otherwise, onward to part 2 so we can get into demand gen missions, guiding principles, goals/strategy/tactics. 👇