Demand generation measured against pipeline, not volume
Observations on how marketing operations are shifting their own measurement to match what sales actually values.
Marketing functions that report success purely in lead volume increasingly find that number disconnected from how sales evaluates the function's contribution, which drives much of the cross-functional tension discussed elsewhere in this section.
The more durable marketing operations we see are shifting reporting toward pipeline contribution and, further downstream, closed revenue influence — a harder measurement problem, but one that actually aligns with how the rest of the business judges commercial success.
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