GTM Playbook: How to Transition from Lead Generation to Demand Generation in 2025
The Lead Gen Trap: Why Most B2B Teams Are Stuck & How to Escape
Earlier this week, I met with 30+ founders and revenue leaders at a Pavilion meetup with Max van den Ingh (CEO & Founder of Unmuted).
Before the session, a founder told me:
"I feel like I’m behind on the fast-changing world of GTM strategies."
What stood out?
Even in 2025, while high-growth B2B tech companies have fully embraced demand generation, many startups and scaleups remain stuck in outdated MQL-based lead gen models that no longer work.
High-performing teams prioritize creating demand, while others still measure success by lead volume.
The best companies invest in pipeline-first marketing, while others still optimize for MQLs that never convert.
During the session, one thing became clear:
Driving this shift is not just a marketing challenge—it is a leadership challenge.
Why Lead Gen Is a Losing Game in 2025
Buyers no longer want to be captured—t…
