demand-enginelisted

# Demand Engine (WAVE Model) Design the strategic demand gen machine: which channels, what content at each stage, how they interconnect, and how budget is allocated for maximum pipeline impact. ## When to Use - Pre-launch demand gen planning - Annual marketing strategy - Channel mix optimization - New segment demand gen design - Marketing budget planning ## What You'll Need **Critical inputs (ask if not provided):** - Product and target audience - Available budget range - Sales motion (PLG, sales-led, hybrid) **Nice-to-have:** - Position Lock output (messaging to fuel campaigns) - Journey Architect output (gates define content staging) - Current channel performance data ## Process ### Step 1: Channel Inventory and WAVE Scoring Evaluate 15+ demand channels: Score each channel on 4 dimensions (1-10): | Dimension | What It Measures | Scoring Guide | |-----------|-----------------|---------------| | **W**eight | Volume of qualified demand possible | 1=tiny reach, 5=meaningful, 10=massive scale | | **A**udience-fit | How well does this channel reach your ICP? | 1=wrong audience, 5=partial overlap, 10=perfect match | | **V**elocity | Time from first touch to hand-raise (inverse) | 1=12+ months, 5=3-6 months, 10=under 30 days | | **E**fficiency | Expected CAC relative to LTV | 1=unsustainable, 5=acceptable, 10=highly efficient | **WAVE Composite** = (W x 0.25) + (A x 0.30) + (V x 0.20) + (E x 0.25) Channels to evaluate: Organic search/SEO, Paid search, Social organic, Soci