The goal of the book is to help B2B marketers fundamentally transform their demand generation approach, building perpetual, buyer-centric programs that contribute to predictable and sustainable revenues for their organizations. The book also helps B2B marketers re-position their role, from tactical execution manager to that of strategic demand-chain manager, a critical shift.

B2B marketers need more than a minor course correction. They need a massive overhaul in their approach to B2B demand generation. Balancing the Demand Equation: The Elements of a Successful, Modern B2B Demand Generation Model delivers both the rationale and approach to help B2B marketers succeed in this re-alignment and to emerge as leaders in the new B2B demand chain.