Sales are slow, you Google for answers, and the fixes don’t work. This piece looks at why that happens, and why the real answer depends on your business, not someone else’s.

Lead gen versus demand gen isn’t a competition. They do different jobs. Learn how to tell them apart, use them together, and fix what’s not working.

Background A company approached me with a campaign that, on the surface, looked like it was doing all the right things. The Meta ads were...