Is demand generation sales or marketing?
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.”
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