Demand gen · the board plan

Can your demand engine actually hit the number?

Start with the revenue target. Work backward to the pipeline, the leads, and the spend it takes. Then check it against your budget and your reps.

Every number below is your assumption, not a benchmark. Put in what you’d defend in a board meeting.

The target
Your funnel & cost
To add $5.00M in new ARR, the engine has to produce 3,333 MQAs → 667 opportunities → 167 deals, on $833K of demand-gen spend (17% of new ARR, $5K CAC).

The demand it takes

MQAs / year
3,333
marketing-qualified accounts
SALs / year
1,333
sales-accepted leads
Opportunities / year
667
qualified pipeline
Deals / year
167
closed-won
Demand-gen spend
$833K
MQAs × cost per MQA
Implied CAC
$5K
spend ÷ deals won
Marketing % of new ARR
17%
spend ÷ new ARR
Pipeline coverage
4.0×
opportunity value ÷ target
What that is, every month
278
MQAs / mo
56
opps / mo
14
deals / mo
$69K
spend / mo

The reality check

Budget
The plan needs $833K. Your budget is $1.50M: it fits, with $667K of room.
Sales capacity
6 reps at $900K carry $5.40M: enough to land the target.
The math
deals = target ÷ ACV = $5.00M ÷ $30K = 167
opportunities = deals ÷ win rate = 167 ÷ 25% = 667
SALs = opportunities ÷ (SAL→opp) = 1,333  ·  MQAs = SALs ÷ (MQA→SAL) = 3,333
spend = MQAs × cost per MQA = 3,333 × $250 = $833K
Coverage falls straight out of win rate (1 ÷ 25% = 4.0×). If a stage rate is wrong, the whole plan is wrong, which is exactly the conversation to have before the year starts, not in Q3.
Building the plan is one thing. Owning the engine that hits it is another. That’s the work.Book a free call →
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