The Demand Brief #2 — Capture Is Not a Strategy

This week’s argument

If capture metrics look “efficient” while branded search and sales conversations get more generic, you may be harvesting a garden you stopped planting.

Do this in 20 minutes

1. List spend on create vs capture for the last quarter.
2. Name the owner of distribution for your last three assets.
3. If any asset has no owner, pause production and assign one.

Deeper reading

• B2B demand generation operating system
• Channel mix snapshot