demand-plan

name	demand-plan
description	Build a demand-generation plan worked backward from a pipeline or revenue target through funnel math to a channel and budget allocation. Use for "build our demand plan", "how do we hit our pipeline target", "plan Q_ marketing", or budget allocation.
compatibility	Designed for Vellum personal assistants — part of the marketing-expert plugin
metadata	{"emoji":"📈","vellum":{"category":"marketing","display-name":"Demand Plan"}}

Build a credible demand plan that ties a revenue/pipeline target to the funnel volume and budget required to hit it. Work backward from the number; never start from a channel list.

Step graph

Step 1: Map the funnel, then anchor the target

First establish the user's funnel — don't assume a B2B sales funnel:

• B2B sales-led: lead → MQL → SQL → won, valued by ACV.
• Ecommerce: visit → add-to-cart → purchase (→ repeat), valued by AOV.
• Consumer/subscription: install/signup → activate → subscribe, valued by ARPU/LTV.

Then set the goal: target new revenue (or orders/subscribers) for the period and its length. Get the conversion rate between each stage and the average value per customer/order — or state assumptions explicitly. Use the user's metric names for the rest of the plan.

Step 2: Back-solve the funnel

Call funnel_math with target_revenue, the stage conversion rates, and the per-customer/order value (map your top-of-funnel metric onto its mqls/leads field — the math is stage→stage regardless of labels). It returns the top-of-funnel volume required to hit the target. This is the spine of the plan.

Step 3: Sanity-check unit economics

Call funnel_math again with spend and new_customers (and LTV inputs if available) to compute CAC, LTV:CAC, and payback. If LTV:CAC < 3 or payback is too long for the business, flag that the plan needs efficiency work before more spend. (Payback tolerance varies — months are fine for high-margin software, much tighter for low-margin ecommerce.)

Step 4: Allocate to channels

Distribute the required top-of-funnel volume across channels by expected efficiency and the business's motion (e.g. paid search/social, SEO/content, marketplace/retail, lifecycle, partnerships, sales). For each channel: expected volume, cost, and a confidence level. Note lead-time (paid is fast, SEO/content is slow).

Step 5: Assemble the plan

Output:

• Target → required funnel volume (from Step 2).
• Channel allocation table: channel | volume (leads/sessions/signups) | budget | CAC | confidence.
• Unit-economics check (Step 3) with flags.
• Risks & assumptions, and the 2–3 bets that matter most.
• What you would NOT fund and why.

Quantify everything. If a number is assumed, say so.