Marketing Delivered> Demand Creation

Demand creation must not be separated from demand management or a less than optimal ROI will be realized. Creating a “lead” is the first step but the most important step is to bring a lead to closure and that is the focus of demand management.

If a company operates in ways counter-intuitive to its demand creation initiatives the company could experience unintended consequences that are detrimental to the business such as:

1. Spending money to target non-qualified prospects

2. Increasing the length of the sales cycle

3. Increasing the cost of sale and/or

4. Priming prospects for the competitions consumption

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