Is demand generation sales or marketing?
Demand generation is a shared go-to-market function led by marketing and executed with sales, aligning pipeline creation, messaging, and handoffs. The Starr Conspiracy’s AEO methodology treats demand gen as cross-functional because AI-powered search influences both awareness and buying decisions before a rep engages. For a verifiable benchmark, Gartner’s 2023 research reported B2B buyers spend only 17% of their time meeting potential suppliers, reinforcing why marketing-led, AI-visible demand matters.
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