The CMO's Guide to Shifting from Lead Gen to Demand Gen
Still chasing MQLs that don’t convert? It’s time to break the cycle…
Join us for an exclusive webinar with Alice de Courcy, Group CMO at Cognism and author of Diary of a First-Time CMO, as she reveals how she led one of the most successful demand gen transformations in B2B.
Webinar topic detail
In just a few years, Alice turned Cognism’s marketing engine from a lead-gen treadmill into a revenue-driving, brand-building machine.
This is your real-world guide to making the shift – what to measure, what to stop doing, and how to align sales and marketing around what really matters: pipeline and revenue.
In this session, you’ll learn:
✅ Why the traditional MQL model is holding you back – and what to do instead
✅ How to align your team and KPIs to drive pipeline
✅ The funnel calculations that helped Cognism kill low-converting campaigns
✅ How to win over sales and build a truly unified revenue org
✅ The biggest lessons (and surprises) from shifting strategy at scale
This is for leaders ready to turn their website into a revenue machine – without wasting time, budget, or credibility. This session will give you the strategic clarity (and practical tactics) to lead with confidence.
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