Stop the Blame Game - Why Demand Creation Isn't Just Marketing's Job

"As a Chief Growth Officer, I see it too often: leads dry up, pipeline shrinks, and the immediate question is, 'What’s Marketing doing wrong?' This reflects a dangerous misconception – that demand creation is solely Marketing’s responsibility. It’s not. It’s a commercial partnership, and when that partnership breaks down, demand suffers. Let’s fix that."

Core Problem: The Silo Mentality

• Marketing's Burden: Marketing gets tasked with "creating demand" magically, often without deep customer insights from Sales or clear feedback loops.

• Sales' Disconnect: Sales might see leads as "low quality" without providing actionable feedback or owning the nurturing/conversion process post-handoff.

• Result: Finger-pointing, wasted resources, leaky funnel, missed targets.

Demand Creation: A Relay Race (Not a Solo Sprint)

1. Marketing's Core Leg (Awareness → Interest → Early Consideration):

   • Generates Awareness: Identifies targets, crafts messaging, runs campaigns (digital, content, events, PR).

   • Educates & Nurtures: Provides value, builds trust, qualifies initial interest.

   • Output: Marketing-Qualified Leads (MQLs) – informed potential buyers showing interest.

2. Sales' Core Leg (Deep Consideration → Decision → Action):

   • Personalizes & Persuades: Takes MQLs, understands specific pain points, tailors solutions, handles objections.

   • Builds Relationships: Establishes trust, navigates stakeholder dynamics.

   • Closes & Validates: Converts interest into revenue. Provides critical feedback on market reality.

   • Output: Closed-Won Deals & actionable market intelligence.

3. The Critical Handoff (Consideration): This is the overlap zone. Both teams are actively engaged. Marketing provides sales enablement; Sales provides real-time insights to refine targeting/messaging. Poor handoff = Lost demand.

CGO Tips: Forging the Demand Creation Partnership

1. Define Shared Goals & Metrics: Move beyond "MQLs Generated" (Marketing) and "Deals Closed" (Sales). Implement shared KPIs like:

   • Lead-to-Revenue Velocity: Speed through the entire funnel.

   • Pipeline Contribution by Source (with Sales validation): What actually converts?

   • Opportunity Win Rate on Marketing-Sourced Leads: Quality indicator.

   • Sales Feedback Loop Speed & Quality: Measure the input flowing back.

2. Implement Rigorous SLAs (Service Level Agreements):

   • Marketing commits to: Lead volume/quality targets, defined MQL criteria, timely handoff process, robust sales enablement.

   • Sales commits to: Speed of lead follow-up, defined follow-up actions, clear lead dispositioning (accepted/rejected with reasons), structured feedback cadence.

   • Governing Principle: "No feedback, no complaint rights." Sales must articulate why a lead isn't qualified.

3. Create Feedback Loops That Matter:

   • Structured Cadence: Weekly/bi-weekly marketing/sales syncs focused only on lead quality, messaging resonance, and objections heard.

   • Closed-Lost Analysis: Jointly review losses. Was it messaging? Product fit? Timing? Competition? Pricing? Use this to refine both demand gen and sales tactics.

   • Voice of Customer (VoC) Integration: Ensure Sales shares direct customer quotes and insights into Marketing's campaign development.

4. Embrace Account-Based Everything (ABX): Foster true collaboration by jointly:

   • Selecting target accounts.

   • Developing personalized engagement plans (marketing campaigns + sales outreach).

   • Owning the account journey together.

5. Invest in Shared Tools & Data: Ensure CRM is the single source of truth. Use tools that provide visibility across the funnel for both teams. Track campaign influence on closed revenue.

6. Leadership Sets the Tone: As CGO, champion the partnership. Celebrate joint wins. Hold both functions accountable for the entire demand lifecycle. Reframe language: "Our demand," not "Marketing's leads."

Conclusion:
"Demand creation isn't a task to be assigned; it's the core commercial engine of the business. Marketing ignites the engine, but Sales drives the vehicle. When they work as one – sharing goals, feedback, and accountability – demand flows predictably, efficiently, and profitably. Stop the silos, build the partnership, and watch your growth accelerate."