Demand Generation Planning

The terms “demand generation” and “lead generation” are often used interchangeably, but there is actually an important distinction between the two.

Lead generation is responsible for driving top-of-the-funnel activity. The role of marketing is to design inbound and outbound campaigns that will get potential prospects to raise their hands.

Demand generation looks at the full marketing and sales funnel. It encompasses lead generation, but also lead nurturing, and a mutually agreed-upon lead management process. It is a shared responsibility between sales and marketing.

Embrace demand generation planning

Good planning provides a sense of direction and focus to:

  • Unite your sales and marketing teams towards a common revenue goal
  • Better align content to the buyer’s journey
  • Help your salespeople close more and better deals
  • Demonstrate the direct impact of marketing activities on revenue
  • Continually fine-tune your demand generation strategy

Our demand generation planning process

In a perfect world, your demand generation plan should flow from your marketing strategy. Experience has taught us this is rarely the case.

This is a bit tricky, because the purpose of a plan is to detail the how and the who. These two key questions are better answered once you’ve defined the what (as in “What are we trying to accomplish?”), where (as in “Where are we now?” and “Where do we want to be?”) and why (as in “Why is this important?”).

So, the first step is always to assess where you stand on these broader questions. From there, we will devise a plan that covers:

  • To validate your demand generation goals and objectives
  • Your ideal customer profiles
  • Buyer persona research
  • A lead scoring and lead management process
  • Campaign plans and budgets
  • Team structure and responsibilities
  • KPIs & dashboards


Demand generation plans vary greatly in scope, complexity and length of mandate.

Contact us for a quote.