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Demand gen planner

Six connected steps that chain ICP and positioning into a revenue goal, channel budget, funnel targets, and ROI — ending in a shareable plan.

  1. 1. ICP & positioning
  2. 2. Revenue goal
  3. 3. Channel budget
  4. 4. Funnel conversion
  5. 5. ROI & payback
  6. 6. Plan summary
1 · ICP & positioning
Who you sell to and why you win. This frames every downstream number — the goal, the channels, and the message.

Made with marketinque — the demand generation toolkit.

How the planner works

The planner chains six steps so each answer feeds the next. Your ICP and positioning frame the plan; the annual revenue goal divided by average deal value sets the won-deal target; the budget step splits your annual spend across five channels using relative weights (normalized, so they need not sum to 100); and the funnel step back-solves your stage conversion rates to find the visitors, leads, MQLs, and SQLs the target requires.

The ROI step then judges the whole plan: gross profit is the revenue goal × gross margin; ROI is (gross profit − budget) ÷ budget; payback is the months of gross profit needed to recover the budget, checked against your payback window. It also computes CAC per deal and per lead, so you can sanity-check the spend against what each customer is worth.

The final step assembles everything into a readable summary with a copy-able text block for a doc, deck, or Slack. What good looks like: a plan that pays back inside your window, a CAC per deal comfortably below the deal value, and a top-of-funnel requirement your channels can plausibly deliver. If any of those fail, walk back a step and change one assumption at a time — that is what the chaining is for. Everything runs in your browser; nothing is saved or sent.

Frequently asked questions

Do the channel weights need to add up to 100?

No. Weights are relative and normalized automatically — 30/25/20/15/10 and 6/5/4/3/2 produce the same split. Set a channel to 0 to drop it from the allocation.

What budget should I plan against?

The annual programs-and-media spend you want this plan to allocate. The ROI and payback step is the check: if the plan does not pay back inside your window, lower the budget, raise margin, or improve a conversion step before committing.

Can I save or share the plan?

The final step renders a copy-able text block you can paste into a doc, deck, or Slack. The planner runs entirely in your browser — nothing you enter is stored or sent anywhere.

How is this different from the funnel calculator?

The funnel calculator models forward from traffic to revenue. The planner works backward from a revenue goal and adds the surrounding decisions: positioning, channel budget allocation, and an ROI and payback judgment on the whole plan.

Hand the plan to an agent

marketinque runs plans like this one: it drafts the work for every stage and channel you just budgeted, aims each cycle at the weakest stage, and holds every publish, send, and dollar for your approval.

One email when marketinque opens to operators. No drip sequence follows.