The days of marketers shoveling as many leads as possible to sales are long gone. The old rules that applied before social media, communities, and third-party content distribution platforms were mature no longer apply. You can't expect a piece of software to be able to give you an accurate map of the buyer journey anymore, because the buyer's journey is happening in places that be tracked by software. But shifting from lead gen to demand gen comes with a lot of questions—What is the strategy behind the tactics? How do you get started implementing change? How long to results? How do you measure success? These are all questions that Chris covers in this discussion on how to win with demand gen in 2022.