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Full-Funnel Demand Gen Architecture

A complete framework for designing your demand generation strategy from first touch to closed revenue. Not a collection of tactics - an integrated system that compounds over time.

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What's included

The Demand Gen Blueprint
- Full-funnel strategy canvas
- Channel selection framework
- Content-to-conversion mapping
- Budget allocation model
- Team structure recommendations
Stage-by-Stage Playbooks
- Awareness stage strategies
- Consideration stage strategies
- Decision stage strategies
- Post-sale expansion strategies
Integration Architecture
- Marketing-to-sales handoff design
- Automation workflow templates
- Data flow and attribution setup
- Tech stack integration map
Measurement Framework
- Funnel metrics by stage
- Leading vs. lagging indicators
- Attribution model selection guide
- Reporting templates

Best used when

Building demand gen from scratch
Restructuring underperforming demand gen
New CMO strategic planning
Annual demand gen strategy development
Board-level strategy presentations

Why this is Gold

Most demand gen is a collection of disconnected tactics. This framework shows how everything connects, ensuring every activity compounds into pipeline rather than existing in isolation.

The template

PART 1: DEMAND GEN STRATEGY CANVAS

Business Inputs

Field	Your Answer
Annual revenue target	$
New customer target
Average deal size	$
Sales cycle length	days
Required pipeline coverage	x
Marketing-sourced % target	%

Calculated Metrics:

Pipeline needed: (Revenue Target / Win Rate) × Coverage
Opportunities needed: Pipeline / Avg Deal Size
SQLs needed: Opportunities / Opp Conversion Rate
MQLs needed: SQLs / SQL Conversion Rate
Leads needed: MQLs / MQL Conversion Rate

Funnel Model

Stage	Target Volume	Conversion Rate	Monthly Target
Visitors
Leads (Raw)		→ __%
MQLs		→ __%
SQLs		→ __%
Opportunities		→ __%
Customers		→ __%

PART 2: CHANNEL ARCHITECTURE

Channel Selection Matrix

Channel	Cost/Lead	Lead Quality	Scalability	Time to Impact
SEO/Organic	$	H/M/L	H/M/L	Long
Content Marketing	$			Long
Paid Search	$			Short
LinkedIn Ads	$			Short
ABM	$			Medium
Events/Webinars	$			Medium
Outbound/SDR	$			Short
Referral	$			Medium

Budget Allocation by Channel

Channel	% of Budget	Monthly Spend	Cost/Lead
	%	$	$
	%	$	$
	%	$	$
	%	$	$
TOTAL	100%	$	$

PART 3: STAGE-BY-STAGE PLAYBOOKS

AWARENESS STAGE

Goal: Build brand awareness and capture early-stage interest

Tactics:

Tactic	Investment	Owner	KPI
Blog content			Traffic, engagement
SEO optimization			Rankings, organic traffic
Social media			Followers, reach
Thought leadership			Speaking, mentions
PR/earned media			Coverage, SOV

CONSIDERATION STAGE

Goal: Convert interest into qualified leads

Tactics:

Tactic	Investment	Owner	KPI
Lead magnets			Downloads, conversion
Webinars			Registrations, attendance
Paid advertising			Leads, CPL
Retargeting			Return visits, conversions
Email nurture			Opens, clicks, MQLs

DECISION STAGE

Goal: Drive qualified leads to sales conversations

Tactics:

Tactic	Investment	Owner	KPI
Demo requests			Requests, show rate
Free trials			Trial starts, activation
Sales enablement			Win rate, cycle time
Case studies			Influenced pipeline
Competitive content			Influenced wins

PART 4: MARKETING-SALES INTEGRATION

Lead Handoff Design

Stage	Definition	Action	Owner	SLA
Raw Lead	Contact info captured	Add to nurture	Marketing	24 hours
MQL	Meets scoring threshold	Route to SDR	Marketing → Sales	2 hours
SAL	SDR accepted	Outreach begins	SDR	4 hours
SQL	Sales qualified	AE follows up	AE	24 hours
Opportunity	Budget/authority confirmed	Work deal	AE	Ongoing

Feedback Loop Process

Weekly: Review MQL acceptance rate, recycle reasons Monthly: Lead quality scoring alignment Quarterly: Full funnel review and calibration

PART 5: TECH STACK REQUIREMENTS

Core Stack

Category	Tool	Purpose	Integration
CRM		Lead management
Marketing Automation		Nurture, scoring
Website/CMS		Content delivery
Analytics		Attribution, reporting
Ads		Paid media

Data Flow Architecture

Website → Marketing Automation → CRM → Analytics
    ↓            ↓                ↓         ↓
Landing Pages  Nurture         Sales    Attribution
Forms          Scoring         Alerts   Reporting

PART 6: MEASUREMENT FRAMEWORK

Weekly Metrics

Metric	Target	Actual	Trend
Website traffic
New leads
MQLs generated
SQLs generated

Monthly Metrics

Metric	Target	Actual
Pipeline generated	$	$
Marketing-sourced opps
Cost per lead	$	$
Cost per MQL	$	$
MQL-to-SQL conversion	%	%

Quarterly Metrics

Metric	Target	Actual
Marketing-sourced revenue	$	$
Marketing-influenced revenue	$	$
Customer acquisition cost	$	$
LTV:CAC ratio	:1	:1

Frequently asked questions

What is the Full-Funnel Demand Gen Architecture?

A complete framework for designing your demand generation strategy from first touch to closed revenue. Not a collection of tactics - an integrated system that compounds over time.

Who is the Full-Funnel Demand Gen Architecture 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 Full-Funnel Demand Gen Architecture?

6 working sections: PART 1: DEMAND GEN STRATEGY CANVAS; PART 2: CHANNEL ARCHITECTURE; PART 3: STAGE-BY-STAGE PLAYBOOKS; PART 4: MARKETING-SALES INTEGRATION; PART 5: TECH STACK REQUIREMENTS; PART 6: MEASUREMENT FRAMEWORK.

How long does the Full-Funnel Demand Gen Architecture take to use?

It saves roughly 80+ 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 Full-Funnel Demand Gen Architecture 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 Full-Funnel Demand Gen Architecture?

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.