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12 - Demand Gen Waterfall | Demand Gen Live S1 x09

GTM Live

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Is There Ever a Scenario Where These Theories Are Valid or Wrong?

The move from somebody that downloaded a white paper to you going outbound to them to sales accepted is very low efficiency. And so I think that this framework has driven a lot of poor behavior to people that aren't actually leads. But perhaps there are cases where lead scoring could work, right? That may be as things like when prospects do sign up for a free trial on your website.

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