How to Improve Your Demand-Generation Process
Demand generation—from strategy creation to marketing program management—is a primary responsibility of product marketing. So how can you improve the demand-generation process to help sell even more products? The same way you would go about improving any process: apply Plan-Do-Study-Act (PDSA):
- Plan: Develop a plan with specific objectives
- Do: Execute the plan while measuring performance metrics against the plan
- Study: Analyze deviations, identifying causes or barriers to performance
- Act: Implement and standardize on the process improvements
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