How do you approach enterprise demand gen differently at an organization that historically relied more on free trials and word of mouth?

Enterprise demand gen is complex. Buying committees are large, and the buying cycle is long. According to a Google/Bain study, B2B buying committees have an average of 17...

This will require a mindset shift across the organization, so you'll want to be mindful of how it is communicated. Here is a high-level approach to the steps I would reco...