One of the most common sources of confusion in marketing is the distinction between demand generation and demand capture.
Both contribute to growth.
Both are necessary.
But they solve very different problems.
Companies that understand the difference build more balanced growth systems.
Companies that...
For years, marketing has been treated as a function of campaigns.
Campaigns have start dates.
Campaigns have launch moments.
Campaigns have end dates.
They appear, create noise, generate results and then disappear.
But the environment where companies operate has changed.
And quietly, marketing has b...
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