An underperforming demand creation or lead generation engine can put the breaks on the entire revenue generation process. Many companies have struggled with marketing’s evolution from corporate branding to top-of-the-funnel revenue marketing and not realized their growth potential as a result. As such, they continue to sink dollars into marketing programs and campaigns without achieving the demand and lead creation outcomes required to build a strong sales pipeline. VP Marketing or CMO leadership plays a big role in aligning the strategy to the outcome, revenue marketing. Is your approach aligned?