GTM Playbook: How to run modern Demand Generation plays in 2025

Your Demand-Gen Isn’t Broken—Your Metrics Are

Last week, I spoke with a VP of Marketing at a $25M ARR SaaS company about demand generation.

They were frustrated.

“We’re hitting our MQL goals, but revenue isn’t growing.”

Sound familiar?

Too many teams pour months of effort into demand-gen—only to realize their pipeline isn’t moving.

I see it across GTM motions—whether it is SMB, Mid Market or Enterprise.

The problem isn’t your marketing execution.

It’s how you’re measuring success.