Steve Carlotti, CEO of the company where I work, likes to say: “Sales is what you buy. Demand is what you want. Growth comes from bringing the two together.” As companies try to exploit the opportunities presented by Big Data, the difference between those two things is an essential insight.
Demand and Sales Aren’t Equivalent
Much of what consumers buy isn’t really what they want.
October 17, 2012
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New!
HBR Learning
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.