TECHNOLOGY: Demand generation - new hope or old hype?

Every once in a while, a new buzzword comes along that is predicted to change the way marketing is conducted forever. Back in the 90s, we saw the arrival of CRM. From the mid-noughties on it has been Web 2.0; now, in the second half of 2008, a new marketing phenomena has arrived from across the Atlantic, which once more promises to fundamentally change the face of B2B marketing. This 'next big thing' is demand generation, and if you've not heard of it or experienced the hype surrounding it so far, you soon will. Not only that, you may also be clamouring for the money to make it a reality for your organisation.