Demand Generation Strategy Template

One of the biggest mistakes we made while growing our B2B SaaS company was not developing a clear demand generation strategy early enough. We had no frameworks, templates or processes in place to systematically generate demand for our product. 

We had product-market fit, but didn't have go-to-market fit. 

This demand-gen framework is designed to help you achieve your go-to-market fit and help you formulaically drive revenue. 

I encourage you to add this template to  your cart, copy the Google Sheet and personalize it for your own business.

This worksheet includes the following tabs:

• Instructions: instructions on how to use this template most effectively.
• Demand Generation Checklist: Complete the 8 Ps of demand generation. Your answers here will guide your strategy.
• Demand Generation Strategy Template: Develop a visual representation of your demand-gen strategy. This will align everyone on your team.

When we grew from $2 to $18 million in ARR, we went through a process of clearly defining our demand generation strategy. This framework takes you through a step by step process to developing your own.

Here is how to adapt this framework for your business:

1. Review both tabs to familiarize yourself with the general structure of the framework.
2. Start by completing the checklist. I think it's informative to have each member of your team complete this checklist on their own and compare answers. Brevity is key.
3. Reference related templates in the 3rd column to go deeper into each of the Ps of demand-gen.
4. Based on your answers within the checklist, update the flow chart I have included for your own business and strategy.
5. Identify the gaps and areas of weakness in your strategy, come up with a plan to fix them and then get to work.

This template helps you slow down to then go really fast. First, develop your strategy. Then shift your focus to achieving excellence in tactical execution.

Click “Add to Cart” on the right. When you checkout, you will receive a link to the Google Sheet of the Demand Generation Strategy Template to copy for your own use case.

If you run a sales or marketing team at a B2B SaaS company, you'll also like:

• Brand Guidelines Template
• Ideal Customer Profile (ICP) Template
• B2B Buyer Journey Mapping Template
• View Template Bundles