You just spent three months building out your demand gen strategy. You built the
0:04
road map. You got the executive buyin. You launched with momentum and then 30
0:09
days in stalled out. What happened is you skipped the foundation. Most demand
0:13
genen engines don’t fail because of bad creative or wrong channels. They fail
0:17
because teams rush to launch before the infrastructure ever gets a chance to be
0:21
built. And by the time you realize it, you’ve already burnt budget,
0:24
credibility, and time. The pattern I constantly see is that teams get
0:27
pressured to produce results very quickly. And so they do what feels like
0:31
progress. They launch five channels at once. LinkedIn, Google, content
0:36
syndication, ABM, and events. They start driving traffic before the routing gets
0:40
built and then celebrate MQLs 2 weeks into it, not knowing if a single one of
0:44
them is qualified. And it feels like you’re moving. And then 30 days in,
0:48
leadership asks, “Where’s the evidence of the pipeline?” And you can’t give
0:51
them an answer. The problem is you launch before asking three critical
0:55
questions. One, the sales and marketing agree on what a qualified opportunity
0:59
looks like. Most teams think they’re aligned until two weeks in sales is
1:02
rejecting 80% of the leads because they’re not ready yet. Secondly, is your
1:07
routing actually working? I’ve seen companies drive thousands of leads to a
1:11
broken Salesforce workflow. Leads will sit in a queue for 3 days and by the
1:15
time sales follows up, that buyer is already talking to a competitor.
1:19
Thirdly, are you tracking the right metric? If you’re measuring CPL or MQL
1:23
in month one, you’ve already lost. The only numbers that matter is sales
1:28
qualified opportunities and pipeline dollars that you’ve attributed to. So if
1:31
you want to build a demand genen engine in 90 days, this is how you should spend
1:35
the first 30 days. Firstly, lock in the ICP. It sounds so fundamental, but it’s
1:40
not just we sell to B2B SAS. You need to document the exact title, company size,
1:45
triggers, and deal breakers. Secondly, define the sales level agreement.
1:50
Service level. What did I say?
1:52
Sales. I said sales. Secondly, define service
1:56
level. The service level. Secondly, define your service level agreement.
2:00
Marketing commits to X amount of opportunities per month and sales agrees
2:04
to follow with those opportunities within 5 minutes. Thirdly, build the
2:08
core assets. One executive guide, two case studies, a demo path that doesn’t
2:12
require a 30-minute long meeting. And I’m not talking about the MQLbait PDFs
2:16
that everybody has. I’m talking about actual case studies that show that you
2:20
solved the problem. And then fourth, test the routing. Make sure that these
2:23
qualified leads that come through get routed to the right rep. That’s it. No
2:26
paid ads, no big launch, just foundation.
View Transcript
You just spent three months building out your demand gen strategy. You built the
0:04
road map. You got the executive buyin. You launched with momentum and then 30
0:09
days in stalled out. What happened is you skipped the foundation. Most demand
0:13
genen engines don’t fail because of bad creative or wrong channels. They fail
0:17
because teams rush to launch before the infrastructure ever gets a chance to be
0:21
built. And by the time you realize it, you’ve already burnt budget,
0:24
credibility, and time. The pattern I constantly see is that teams get
0:27
pressured to produce results very quickly. And so they do what feels like
0:31
progress. They launch five channels at once. LinkedIn, Google, content
0:36
syndication, ABM, and events. They start driving traffic before the routing gets
0:40
built and then celebrate MQLs 2 weeks into it, not knowing if a single one of
0:44
them is qualified. And it feels like you’re moving. And then 30 days in,
0:48
leadership asks, “Where’s the evidence of the pipeline?” And you can’t give
0:51
them an answer. The problem is you launch before asking three critical
0:55
questions. One, the sales and marketing agree on what a qualified opportunity
0:59
looks like. Most teams think they’re aligned until two weeks in sales is
1:02
rejecting 80% of the leads because they’re not ready yet. Secondly, is your
1:07
routing actually working? I’ve seen companies drive thousands of leads to a
1:11
broken Salesforce workflow. Leads will sit in a queue for 3 days and by the
1:15
time sales follows up, that buyer is already talking to a competitor.
1:19
Thirdly, are you tracking the right metric? If you’re measuring CPL or MQL
1:23
in month one, you’ve already lost. The only numbers that matter is sales
1:28
qualified opportunities and pipeline dollars that you’ve attributed to. So if
1:31
you want to build a demand genen engine in 90 days, this is how you should spend
1:35
the first 30 days. Firstly, lock in the ICP. It sounds so fundamental, but it’s
1:40
not just we sell to B2B SAS. You need to document the exact title, company size,
1:45
triggers, and deal breakers. Secondly, define the sales level agreement.
1:50
Service level. What did I say?
1:52
Sales. I said sales. Secondly, define service
1:56
level. The service level. Secondly, define your service level agreement.
2:00
Marketing commits to X amount of opportunities per month and sales agrees
2:04
to follow with those opportunities within 5 minutes. Thirdly, build the
2:08
core assets. One executive guide, two case studies, a demo path that doesn’t
2:12
require a 30-minute long meeting. And I’m not talking about the MQLbait PDFs
2:16
that everybody has. I’m talking about actual case studies that show that you
2:20
solved the problem. And then fourth, test the routing. Make sure that these
2:23
qualified leads that come through get routed to the right rep. That’s it. No
2:26
paid ads, no big launch, just foundation.
