#demand-generation

#demand-generation

The Learning Management System (LMS) market is crowded, competitive, and increasingly mature. New platforms launch every year, feature sets continue to converge, and buyers face no shortage of options. Yet, despite these conditions, a subset of LMS companies continues to grow significantly faster than the rest, often by implementing effective business growth strategies. This growth is not accidental. It is directly related to the changes in the L&D market. Specifically, the focus has changed.

In today's fast-moving business environment, marketing is no longer just a support function-it's a core growth engine. Yet, many companies unknowingly sabotage their own success by building weak or undersized marketing structures. I've seen this firsthand, where a small team was expected to "do it all," from strategy and demand generation to creative execution and analytics. The result was predictable: missed opportunities, burnout and a marketing function that couldn't keep pace with company ambitions.