Essential templates and frameworks for planning, executing, and measuring demand creation and capture strategies.

Double Funnel Planning Templates

Demand Gen Strategy Canvas

DEMAND GENERATION STRATEGY

Product: _

Target Audience: _

GTM Motion: [ ] PLG [ ] Sales-Led [ ] Hybrid

Current Awareness: [ ] Low [ ] Medium [ ] High

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DEMAND CREATION (Top Funnel)

Goal: Build awareness and interest among 95% not actively buying

Tactic	Channel	Stage	Description	Goal Metric
		TOFU/MOFU

Budget Allocation: $__ (__% of total)

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DEMAND CAPTURE (Bottom Funnel)

Goal: Convert 5% actively searching/evaluating

Tactic	Channel	Stage	Description	Goal Metric
		BOFU

Budget Allocation: $__ (__% of total)

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INTEGRATION POINTS

How creation feeds capture:

1. [Creation tactic] → [Bridge] → [Capture tactic]
2. [Creation tactic] → [Bridge] → [Capture tactic]

Success Metrics:

• Creation: _
• Capture: _
• Combined: _

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Channel Prioritization Matrix

CHANNEL SCORING FRAMEWORK

Score each channel 1-5 on:

Channel	Intent Level	Audience Fit	Cost Efficiency	Scalability	Total (20)	Priority
Google Search
LinkedIn Ads
Content/SEO
Webinars
Review Sites
Retargeting
Events

Prioritization:

• 16-20: High priority, invest heavily
• 11-15: Medium priority, test and optimize
• 6-10: Low priority, minimal investment
• <6: Deprioritize or skip

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Attribution & Measurement

Multi-Touch Attribution Tracker

DEAL JOURNEY ANALYSIS

For each closed deal, track all touchpoints:

Deal ID	First Touch	Middle Touches	Last Touch	Deal Size	Days to Close

Touchpoint Categories:

• Organic search
• Paid search
• Content (specify which)
• Webinar
• Email
• Social
• Direct
• Referral
• Event

Analysis:

• Most common first touch: ___
• Most common last touch: ___
• Avg # touches before close: ___
• High-value content pieces (appear in 30%+ of deals): ___

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Self-Reported Attribution Form

Add this question to demo/trial forms:

"How did you first hear about us?"

• Google search
• LinkedIn post/ad
• Colleague/friend referral
• Industry event or conference
• Podcast
• Review site (G2, Capterra)
• Competitor comparison
• Other:

"What prompted you to sign up today?"

(Free text)

Track responses monthly:

Month	Google	LinkedIn	Referral	Event	Other
Jan

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Funnel Analysis Tools

Demand Waterfall Template

FUNNEL STAGE TRACKING

Stage	Volume	Conversion to Next	Time in Stage	Benchmark	Gap
Inquiries (Raw Leads)
MQL (Marketing Qualified)		__%	__ days	20-30%
SQL (Sales Accepted)		__%	__ days	30-50%
Opportunity Created		__%