90: Lead Gen vs. Demand Gen: What's the Difference & Why Make the Switch

Most B2B marketing teams are still measuring success by lead volume. But those leads aren't converting. Gated PDFs, event badge scans, and webinar signups might hit your monthly quota, but they're not driving revenue.A few months ago, we spoke with Colin Spector, Orum's SVP of Sales, about what sales teams need from marketing: qualified pipeline. Now we're hearing how the marketing team delivers.On this episode, host Jenn Mancusi talks with Sarah Reece, Director of Demand Generation at Orum and former GTM leader at Sourcegraph and Red Hat. Sarah breaks down what's wrong with traditional lead generation, why demand generation works better, and what it looks like in practice. Plus, she shares the full story of how she convinced Orum leadership to make the switch.If you're tired of hitting lead volume goals that don't translate to revenue, this episode shows you a better way forward.🔗 Mentioned in this episode:Sales Alignment episode with Colin → https://podcasts.apple.com/us/podcast/73-what-sales-teams-need-from-marketing-and-why-most/id1694978118?i=1000723132231👤 Connect with us: Sarah → https://www.linkedin.com/in/sbethreece/Jenn → ⁠https://www.linkedin.com/in/jennifer-mancusi⁠🚀 Learn more about Growgetter: ⁠http://growgetter.io