Spending on marketing without seeing it in the CRM pipeline is not a channel problem. It is a program architecture problem. TPG has built demand generation programs for 400+ B2B organizations across 19 years. Our clients average a 34% increase in marketing-sourced pipeline in the first 12 months. Average time from program launch to first attributable pipeline opportunity: 8-12 weeks.
If your CMO has pipeline goals but no systematic program to hit them, this is the engagement.
Schedule Your Demand Gen Audit
| Metric | Result |
|---|---|
| Demand gen programs built | 400+ |
| Years of B2B demand gen experience | 19 |
| Average marketing-sourced pipeline increase | 34% in 12 months |
| Time from launch to first attributable pipeline | 8-12 weeks |
Your marketing team delivers 200 MQLs per quarter. Your pipeline isn't growing. The disconnect is real and it is common: an MQL is not a pipeline opportunity. When lead scoring awards points for content consumption without weighting for intent signals, the MQL list fills with people who read your blog. Sales works through the list, finds 10% worth contacting, and concludes that marketing leads are not good. They're right — but the problem is the program design, not the channel. A demand gen program built around pipeline creation looks different from one built around MQL volume.
You spent $180,000 on paid channels last quarter. You don't know which programs drove any of the pipeline created during that period. Without UTM taxonomy, campaign tracking, and multi-touch attribution setup in your CRM, every budget decision is an educated guess. Demand gen programs that run without attribution infrastructure cannot improve because there is no data connecting spend to outcome.
Your content team publishes three blog posts per week. The posts rank. They get traffic. Nobody converts because there is no conversion path: no contextually relevant CTA, no next-step content offer, no form connected to a nurture sequence, no lead score increment triggered by consumption. Content without a conversion architecture is awareness spending, not demand gen spending. Both have value. They need to be measured differently and managed differently.
The board asks where this quarter's pipeline came from. Marketing cannot answer with specific data — only a general claim about the programs that ran. This is the most visible symptom of a demand gen program that lacks proper attribution. It also means the next budget cycle is an argument based on faith rather than evidence.
We audit every component of your current demand gen program: channel mix and spend allocation, campaign attribution setup and UTM taxonomy, content inventory and conversion path analysis, lead scoring model against your ICP, marketing-to-sales handoff process and SLA, and HubSpot or MAP configuration against demand gen requirements.
The audit produces a prioritized findings report with specific recommendations ranked by pipeline impact potential. You know exactly what is broken, what is working, and what to build next before we touch a single campaign.
We design the demand gen program that matches your market, your buyer's journey, and your revenue goals. This includes: channel strategy and budget allocation (by channel, program type, and funnel stage), content architecture (what content to produce, in what format, for which funnel stage), lead scoring model redesign (intent-weighted, aligned to your ICP and your sales team's qualification criteria), attribution framework (UTM taxonomy, campaign tracking structure, CRM attribution configuration), and marketing-to-sales handoff redesign with agreed SLA.
The architecture document is the blueprint. Every Phase 03 decision follows from it.
We build and launch what we designed. HubSpot demand gen configuration, campaign setup and launch, content production support (content briefs and review for high-priority pieces), lead scoring implementation, attribution setup, nurture sequence build, and pipeline reporting dashboard. We run a 6-week optimization cycle after launch: weekly performance review, A/B test management, and campaign adjustment based on attribution data.
You launch with a program, you launch with data, and you launch with the infrastructure to improve it.
"We had been spending $200K a year on demand gen and couldn't tell the board where the pipeline came from. TPG rebuilt our program, fixed our attribution, and relaunched in 14 weeks. Within 6 months we had clear data showing 38% of pipeline was marketing-sourced. We doubled the marketing budget that year." — CMO, B2B SaaS Company (Series C, 300 employees)
What does a demand generation consulting engagement cost? TPG's demand gen engagements range from $25,000 for a focused audit and program design to $120,000+ for a full audit, architecture, implementation, and 6-week optimization cycle. The right scope depends on the complexity of your current program, your channel mix, and how much HubSpot configuration work is required. We scope after the audit, not before.
How long before demand gen programs produce pipeline? The right answer depends on your buying cycle. For companies with a 3-6 month sales cycle, well-designed demand gen programs produce attributable pipeline within 8-12 weeks of launch. For companies with 9-18 month buying cycles, the pipeline output takes longer because the buying journey is longer — but the attribution will show marketing influence on pipeline created during that window.
Do you run paid programs, or just strategy and configuration? TPG focuses on program architecture, HubSpot configuration, and the infrastructure that makes demand gen measurable and improvable. For companies that want managed paid channel execution (LinkedIn Ads, Google Ads), we work with or recommend trusted channel specialists. Our engagement covers strategy, infrastructure, and oversight of the channel programs — not day-to-day ad management.
What if we don't have enough content to run a demand gen program? The audit identifies content gaps and prioritizes what to produce first. We include content brief production for high-priority pieces and can connect you with content production resources for the writing and production work. A demand gen program can launch with 10-15 well-placed pieces of content if they cover the right funnel stages and buyer intents.
How is TPG's demand gen work different from a marketing agency? TPG focuses on program architecture and infrastructure — the strategy, attribution setup, HubSpot configuration, and measurement framework that make demand gen sustainable and improvable. Most agencies focus on campaign execution. We build the system first, then the campaigns run on top of it. Many of our clients have agencies running their campaigns; they hire TPG to build the program and measurement infrastructure the agency campaigns need to produce attributable results.
The Pedowitz Group | pedowitzgroup.com | Revenue Marketing Experts Since 2007