Titlebook: Driving Demand; Transforming B2B Mar Carlos Hidalgo Book 2015 The Editor(s) (if applicable) and The Author(s) 2015 Demand generation.market

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Why Transformation Fails,e was “the ability to embrace change” with 75 percent of the respondents ranking this as the highest priority. With the majority of organizations ranking this skill as the top one, why are so many organizations struggling with the ability to transform? I’ve met with many marketers and marketing lead

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Action Does Not Equal Change,he company had spent the past year piloting a solution with an outside agency, and the executives had then concluded they wanted to adopt a global platform because that had made a big difference in how my contact’s line of business performed prior to the marketing automation. When I asked about the