Guest post by Laura Patterson.
In the words of Viviana Fargo, Operating Partner at venture capital firm Emcap, “one of the biggest reasons that many startups fail: Founders launch companies with great ideas, but with no go-to-market expertise.” Insufficient go-to-market (GTM) expertise has a crippling effect on growth. It drags down demand and lead generation and sales-ready opportunities.
Using a relay race metaphor, this post:
- Provides a definition of, and the purpose of, demand and lead generation
- Explores the relationship between, and the timing of, these two functions
- Identifies four signs that the knowledge baton has been dropped between these two legs of the race, and why Marketing needs to be responsible for both.