In brief: Demand generation is sustained work to create and develop demand in a target market. It connects category knowledge, content, distribution, interest capture, and sales follow-up.
How I use Demand generation in practice
I use demand generation as a working framework, not a presentation label. I compare the company promise with what customers actually experience when searching, buying, and using. I turn the gap into a concrete task and define in advance how progress will be recognized. This turns a general term into a tool for product, marketing, and sales.
What to watch out for
A workshop alone guarantees no result. Problems arise when demand generation separates from economics, team capacity, or customer experience. Every claim therefore needs a source, an owner of the next step, and a date for review.
Questions for decisions
- Which concrete decision should the term clarify?
- What supports our claim and what remains a hypothesis?
- What will we do differently because of this decision?
- Who owns the change and when will we assess its impact?