Megan Bowen was invited to speak at the Full Funnel Summit to make the case for change and present what’s required for your business to win. She starts at the time of realization that your Customer Acquisition Costs become too unsustainable to continue with a current strategy, and lays out the path to transition from Lead Generation to Demand Generation. 
Megan talks through the way the team at Refine Labs helps to shift mindset away from generating thousands of empty leads and MQLs which rarely convert to relative amounts of revenue into creating demand so when customers are ready to buy, they are empowered to choose and convert with your company. She suggests running a Split the Funnel Analysis for every single company every six to twelve months to show how the data mitigates some of the risk associated with making such a drastic change in strategy. 
Through the rest of the presentation, Megan digs deeper into metrics, attribution, a case study, and more, and takes time at the end to answer audience questions