Demand Gen Strategy and Measurement

What it is

This skill helps you build a complete demand generation strategy for B2B marketing. It walks you through how to allocate budget across channels, set the right pipeline goals, choose between brand and performance tactics, and measure what actually drives revenue. Perfect for marketers who need to justify spend, align with sales, and prove marketing's impact on the business.

What it does

• Explains how to split budget between brand-building (the 95% not ready to buy) and performance (the 5% in-market now)
• Helps you define the right metrics—shifting from MQLs to pipeline value and qualified opportunities
• Guides channel selection and attribution models so you know what's working and what's not
• Shows how to align marketing structure with your actual go-to-market motion (inbound, outbound, or partner-led)
• Surfaces buyer psychology—trigger events, deal cycles, multi-stakeholder decisions—so your campaigns match reality

Use it when

• You're planning next quarter's marketing budget and need to decide where to invest
• You need to prove marketing's ROI to your CFO or justify a bigger budget
• You're building a demand gen strategy from scratch or redesigning an underperforming one
• You want to align marketing and sales on what counts as a qualified lead or pipeline contribution