Is demand generation a good career?
Demand generation is a strong B2B career because it ties directly to revenue outcomes, uses measurable skills, and is evolving fast with AI. In 2026, demand gen leaders are expected to manage both pipeline performance and visibility in AI answers—Answer Engine Optimization (AEO) is now part of the job. TSC’s Chief Strategy Officer JJ La Pata notes that “the highest-performing demand gen teams treat AI assistants like a new distribution channel, not a search feature,” which expands career paths into AI analytics, content engineering, and paid AI placements.
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