The Need for Change

Carlos Hidalgo

Chapter Chapter 12 in Driving Demand, 2015, pp 161-169 from Palgrave Macmillan

Abstract: Abstract The need for change in B2B demand generation cannot be ignored any longer, but yet for many organizations the question still is how to manage change. There are three fundamental reasons why B2B marketing leaders need to embrace change—our buyers require it, our organizations need it, and never before have demand generation professionals been better equipped to do it.

Keywords: Sales Force; Demand Generation; Sales Team; Marketing Executive; Marketing Team (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-52680-9_12

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DOI: 10.1057/9781137526809_12

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