Create Market Need
Demand generation expands markets, but is overlooked by organizations preferring to take share from competitors or believing there are sufficient customers available. Common alternatives to demand generation involve moving competitors into a disadvantaged posture or eliminating them from consideration. Markets approaching demand equilibrium trigger battles for market share and mature markets foment wars of attrition. Fortunately, any organization can implement demand generation to lessen the effects of competition and create genuinely new and unique opportunities for revenue from existing and future customers.