How do I balance demand creation and capture?
Balancing demand creation vs demand capture in B2B is a portfolio decision, not a binary one: a common starting point is 60, 70% to creation and 30, 40% to capture, informed by the 95/5 rule from the LinkedIn B2B Institute and Professor John Dawes (Ehrenberg-Bass). Capture converts the ~5% in-market today; creation shapes the 95% who decide next year's shortlist. Cut creation and you starve next year's pipeline; cut capture and you miss the quarter. Go deeper in our guide to defending demand creation spend to the board.
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Drives go-to-market strategy and demand generation for TSC clients. Expert in building B2B growth engines.
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