Pull (verb) - to draw or haul toward oneself or itself, in a particular direction, or into a particular position.

Fulfillment (noun) - the state or quality of being fulfilled; completion; realization.

Pull + Fulfillment = Pullfillment

Pullfillment is customers’ experience of receiving the value they pulled for.

So converting pull to pullfillment is what companies do. How successful they are depends on how well they do that.