Demand capture vs. Demand creation – two of the most important areas of focus for today's marketers. Demand creation (aka demand generation) is about driving awareness and interest in a product or service, while demand capture focuses on attracting and converting the roughly 5% of your target market actively looking for a solution. Familiar marketing frameworks – like the Predictable Revenue and Demand Waterfall – that once laid the groundwork for thousands of B2B SaaS company's go-to-market strategies, are now outdated and doing more harm than good. Why? Because B2B buyers are much different in 2023 than they were in 2011 when these frameworks were published. In this episode of Closing Time, Insightly CMO Chip House welcomes Chris Walker of Refine Labs to take a trip down the go-to-market history lane and discuss how marketing and sales leaders can modernize their GTM strategy with an 'all-bound integrated revenue team.' Watch the episode on YouTube. Want to better align your go-to-market teams? Get a free demo of Insightly's modern, scalable CRM. Connect With: • Chris Walker: LinkedIn // TikTok // Instagram // Revenue Vitals Podcast // Refine Labs • Chip House: Twitter // LinkedIn • Insightly: Instagram // Facebook // Twitter // LinkedIn // YouTube

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