The framework
A clearer standard for how B2B growth should operate.
The Demand Standard is our operating framework for diagnosing and improving the pre-sale revenue engine. It creates a common language for leadership, marketing, sales and revenue operations without reducing growth to a single channel or tactic.
Five stages
Define. Create. Capture. Convert. Optimize.
- 01
Define
Establish the ICP, market, positioning, messaging, offers, growth targets and channel thesis.
- 02
Create
Generate awareness, consideration and demand through the channels best suited to the market.
- 03
Capture
Turn attention and intent into identifiable commercial opportunities through digital experiences, conversion paths and data.
- 04
Convert
Move demand into qualified sales conversations and pipeline through follow-up, outbound, enablement and clear handoffs.
- 05
Optimize
Continuously improve conversion, velocity, acquisition economics and system reliability through analytics, CRM, automation and experimentation.
Diagnostic
The Demand Standard Score
The score measures five related dimensions: Strategy, Demand Creation, Demand Capture, Pipeline Conversion and Revenue Systems. The purpose is to make constraints visible and create a prioritized sequence of decisions. It is a diagnostic, not a vanity grade.