Understanding how your organization generates business

In this section, we will explore how organizations generate business and the industry terminology that’s used. We start by looking at common ways organizations approach generating interest for their products and services. We compare and contrast the differences between demand generation and lead generation so you can understand the characteristics of these industry concepts. We also review commonly used strategies and channels. This will help you get an understanding of the foundational concepts and the terminology, which you can use as a basis for your specific organization knowledge. It will help you talk to business stakeholders about what they need.

In this area of capability, more so than any other, terms can be used interchangeably, but have different meanings to different people with different roles or goals. I highlight this as differences in understanding can take up time and cause frustration. For example, marketing...