Arguments about lead volumes vs. lead quality or “MQLs are dead/no they’re alive and well” are, frankly, a huge distraction. The fact is that Sales needs Marketing’s help to cover the market opportunity. And a key marketing role is to identify the maximum amount of relevant demand possible. Simply put, Marketing has to provide the demand signals Sales needs to grow pipeline. But LLMs are reducing inbound signal volumes, so you need to pursue alternative approaches. Our Seeding More Demand to Grow More Buying Groups offers the logic, rationale and methods for getting this critical job done. In it, you will learn:
- How to turn leads-based arguments into signals-based alignment.
- A toolkit of signal generation methods and options for delivering quality at greater scale.
- A path forward towards unifying demand creation, identification, and conversion thinking – a strategy that every organization needs to survive in the LLM era.
