Demand Management > Demand Creation

According to Forrester's Stephen Davidson, for 2012, demand management wins out across the board. "In years past, the top priority for our tech marketing members centered around 'driving leads into the funnel.' In 2012, tech marketing execs still care about driving leads, but there is an increased desire to trade lead volume for better lead quality... Quality that comes from strong nurturing activities to help leads move from the top of funnel into the middle and ultimately into a position where they are 'sales-ready.' " Needless to say, I couldn't agree more!