Demand generation is a cross-functional revenue function led by marketing and executed with sales, not “sales” or “marketing” in isolation. In B2B, marketing owns creating and capturing demand (positioning, campaigns, content, lifecycle programs), while sales owns converting demand into qualified opportunities and revenue through discovery, evaluation, and close. A practical dividing line is the MQL-to-SQL handoff: marketing is accountable up to the agreed Marketing Qualified Lead (MQL) definition, and sales is accountable from Sales Qualified Lead (SQL) onward, with shared pipeline and revenue targets. According to Bret Starr, Founder & CEO of The Starr Conspiracy (25+ years in B2B marketing), “Demand generation fails when it’s treated as a department; it wins when it’s run as a shared operating system for pipeline.”
A demand generation strategy is a revenue plan, not a campaign plan. In 2025, the teams winning aren’t the ones “doing m
FAQDemand generation is a shared go-to-market function led by marketing and executed with sales, aligning pipeline creation
FAQB2B marketers pay to promote demand-generation content through sponsored placements in search, social, and emerging AI a
FAQDemand generation and growth marketing overlap, but demand gen builds pipeline demand while growth marketing optimizes t
FAQDemand generation is the B2B strategy of creating and capturing buying intent by influencing what buyers ask, search, an
FAQA demand generation rep creates and qualifies pipeline by engaging target accounts, capturing intent signals, and conver