Demand Gen Isn’t Dead, but I’m Here to Kill It and Replace it With Something Much Better

The accountability test

Can the decision survive informed questions?

This idea asks leaders to move past activity, convention, and confident presentation. The test is what the claim changes, who can question it, and what evidence supports the decision.

In growth & innovation, accountability means making assumptions visible, naming an owner, and connecting the work to an outcome people can recognize. If the reasoning cannot be explained clearly, the system is not ready to scale.