20% of your efforts should be focused on demand capture.

80% of your efforts should be focused on demand generation.

The goal:

• insert your company into the mind of the buyer significantly earlier than the competition

 Strategic problems can have many causes.

So it's your job to suggest the right cause early on in order to bring them down a path that ultimately leads to your solution.

Most companies don't do this — they assume customers already understand the true cause... which means you'll enter the minds of customers sooner and stay in their heads longer.

The vast majority of purchasing decisions are made based on name recognition alone.

"Have I heard of this company" is usually the heuristic used to determine who they trust.

Once customers get to the stage of evaluating different options, the decision should already be made in your favor.

If you've taken the time to meaningfully speak to each stage of their journey, the other contenders in your space will look like strangers.