What does demand generation involve?

Demand generation primarily involves creating awareness and interest in a company's products or services with the intent of driving consumer demand. The focus is on proactively finding demand by engaging potential customers and educating them about the value proposition offered by the business. This process encompasses various marketing tactics aimed at attracting and converting potential leads into actual customers.

While assessing sales performance, creating marketing strategies, and analyzing consumer behavior are all important functions within the broader marketing and sales domains, they do not encapsulate the core purpose of demand generation. It is specifically about uncovering demand and creating opportunities for potential sales rather than just improving or analyzing existing strategies or behaviors. In this way, demand generation is about the proactive pursuit of new market opportunities and the cultivation of consumer interest.