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CodeSignal

Demand Generation Fundamentals

via CodeSignal

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Overview

You'll define demand generation as a distinct marketing discipline and locate its unique place within the broader marketing ecosystem. You'll contrast demand creation with lead capture, break down the discipline's core components, and draft a foundational demand generation charter for your organization.

Syllabus

  • Unit 1: The Demand Generation Discipline
    • Understanding Demand Generation Fundamentals
    • Coaching a Teammate on Demand Generation
    • Defining Demand Generation for Your Team
  • Unit 2: The Marketing Landscape
    • Connecting Marketing Evolution to Demand
    • Locating Demand Generation Within Marketing
    • Splitting Demand from Non Demand Work
  • Unit 3: Creating vs. Capturing Demand
    • Distinguishing Demand Creation From Capture
    • Diagnosing Demand and Lead Misalignment
    • Defending a Rebalanced Demand Strategy
  • Unit 4: The Demand Generation Charter
    • Categorizing Demand Generation Activities
    • Charting Demand Generation Boundaries
    • Defending Your Demand Generation Charter

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