281 - Why B2B Companies Don't Create Demand | Demand Gen Live Keynote

"Nobody is focused on creating demand. No metrics support demand creation. Everything is about being sales-centric and marketing supporting sales. And the truth is, the only way that you win big, is by going out there and creating demand..." - Chris Walker

In this episode, Chris breaks down why companies don't focus on creating demand and instead put all their energy into capturing demand. After laying the groundwork for why companies don't do it, he breaks down why whoever creates the demand, wins.

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