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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 across every stage and channel, works the next step of the plan each cycle, and nothing is published, sent or spent without your say-so.

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