Demand 101 Is a Big Change in the Budget Allocation

80% of the budgets actually focused on demand creation 80% or more is focused on demand capture and 20% or less is focused on Experimentation. This is a big shift in how the budgets allocated like I mentioned it requires shifts and attribution strategies. There are plenty of ways to to measure things other than attribution software yet companies when they say measurable typically only mean by software. You can't effectively capture demand until it's been created And so what we see often at my firm we work with companies as a company's over invest in demand capture Underinvest in demand creation because they don't have a flow that's creating demand to make the whole motion work effectively.