Demand Gen
Creative is a GTM channel now. Nobody staffed for it.
The best performing revenue teams of the last 18 months all made the same hire, and it wasn't a seller.
Ines Duval
Analyst
Ines Duval is an analyst at Business of GTM covering brand strategy, creative marketing, and events as a go-to-market channel. Her reporting explores how B2B marketing organizations are adapting to a new reality — from the shift toward smaller, high-touch events and the rise of creative as a revenue function, to the strategic staffing decisions shaping modern marketing teams.
