CMO · Framework · Advanced · Saves 30+ hours
Demand Gen Experimentation Framework
A systematic framework for running experiments across your demand generation program - testing new channels, messages, and approaches with controlled risk.
What's included
- Experimentation Process
- Hypothesis development
- Test design methodology
- Budget allocation for experiments
- Success criteria definition
- Experiment Types
- Channel experiments
- Messaging experiments
- Offer experiments
- Targeting experiments
- Analysis Framework
- Statistical significance
- Learning documentation
- Scale-up criteria
- Portfolio Management
- Experiment portfolio balance
- Resource allocation
- Risk management
Best used when
- Testing new channels
- Optimizing existing programs
- Quarterly experiment planning
- Building test culture
- Justifying experiment budget
Why this is Gold
Most marketing optimization is random. This framework creates a systematic approach to experimentation that accelerates learning and reduces risk.
The template
Overview
EXPERIMENTATION PROCESS
Phase 1: Hypothesis Development
Hypothesis Template:
We believe [change/tactic] will result in [metric improvement] because [rationale].
Example:
We believe running ABM display ads to our top 100 target accounts will result in a 15% increase in engagement because we'll reach decision-makers who aren't responding to email.
Phase 2: Test Design
| Element | Definition |
|---|---|
| Hypothesis | |
| Test type | A/B / Before-After / Holdout |
| Primary metric | |
| Secondary metrics | |
| Test duration | |
| Sample size | |
| Success criteria | |
| Budget | $ |
Phase 3: Execution
| Milestone | Date | Owner | Status |
|---|---|---|---|
| Test design approval | |||
| Assets created | |||
| Tracking configured | |||
| Launch | |||
| Midpoint check | |||
| End date | |||
| Analysis complete | |||
| Decision made |
EXPERIMENT TYPES
Channel Experiments
| Experiment | Hypothesis | Budget | Duration | Success Criteria |
|---|---|---|---|---|
| New channel test | $ | weeks | CPL < $X, Quality > Y | |
| $ |
Messaging Experiments
| Experiment | Hypothesis | Budget | Duration | Success Criteria |
|---|---|---|---|---|
| New value prop | $ | weeks | CTR > X%, Conv > Y% | |
| $ |
Offer Experiments
| Experiment | Hypothesis | Budget | Duration | Success Criteria |
|---|---|---|---|---|
| New lead magnet | $ | weeks | Conv > X%, Lead quality | |
| $ |
LEARNING DOCUMENTATION
Experiment Results Template
| Field | Entry |
|---|---|
| Experiment name | |
| Hypothesis | |
| Result | Validated / Invalidated / Inconclusive |
| Primary metric result | |
| Key learning | |
| Recommendation | Scale / Iterate / Kill |
| Next action |
Learning Repository
| Quarter | Experiment | Learning | Applied? |
|---|---|---|---|
| Yes / No | |||
PORTFOLIO MANAGEMENT
Experiment Budget Allocation
| Category | % of Total | Budget |
|---|---|---|
| High-risk, high-reward | 20% | $ |
| Medium-risk experiments | 50% | $ |
| Low-risk optimizations | 30% | $ |
| TOTAL | 100% | $ |
Active Experiment Portfolio
| Experiment | Status | Risk Level | Expected Impact | Actual Impact |
|---|---|---|---|---|
| Running / Analyzing | High/Med/Low | |||
Frequently asked questions
What is the Demand Gen Experimentation Framework?
A systematic framework for running experiments across your demand generation program - testing new channels, messages, and approaches with controlled risk.
Who is the Demand Gen Experimentation Framework for?
It is built for CMOs and their teams working on Demand Generation. The AI coach adapts it to your company, stage, and goals.
What's included in the Demand Gen Experimentation Framework?
4 working sections: Overview; Phase 1: Hypothesis Development; Phase 2: Test Design; Phase 3: Execution.
How long does the Demand Gen Experimentation Framework take to use?
It saves roughly 30+ hours versus building from scratch. Our AI coach can tailor the framework to your situation in minutes, then hand you a step-by-step plan.
Is the Demand Gen Experimentation Framework free?
Yes. You can read the full framework and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Demand Gen Experimentation Framework?
The coach teaches you the framework, asks a few questions about your business, tailors the framework to you, and gives you measurable next steps to execute.