How Do I Create a Demand Generation Roadmap for the Year?
Start from revenue goals, then turn themes, offers, channels, experiments, and budgets into a quarterly plan you can execute—and adjust—without losing momentum.
Build a revenue-back roadmap: align on targets and ICP, pick 3–5 annual themes, design offers for each stage (awareness→capture→sales), map a quarterly channel & experiment plan, set budgets and SLAs, and install governance (dashboards, reviews, and reallocation rules). Plan in quarters, execute in sprints, and revise monthly.
Roadmap Building Blocks
Quarter-by-Quarter Roadmap Framework
Q1 — Foundation & Signal: Lock targets, ICP, and stage definitions. Launch 2 cornerstone themes with matching offers. Stand up dashboards, SLA timers, and attribution (including self-reported). Ship the first 6–8 experiments.
Q2 — Scale What Works: Double down on the top-performing theme and channel. Add partner and event motions. Improve capture (forms/chat/CRO), refresh paid creative, and expand retargeting with content clusters.
Q3 — Expansion & Efficiency: Introduce 1 new theme and a high-value tool (calculator/scorecard). Optimize CAC with audience pruning, offer sequencing, and creative rotation. Launch 2 lifecycle plays for upsell/cross-sell.
Q4 — Peak & Prove: Seasonal campaigns, customer stories, and category POV wrap-ups. Consolidate budget into best-yield sources. Publish an annual impact report; lock learnings and backlog for next year.
12-Month Roadmap Playbook (Template)
- Month 1: Revenue→pipeline math, ICP, stage/exit criteria, dashboard setup, theme selection.
- Months 2–3: Build cornerstone content + BOFU offer; launch paid social & search; start 6 tests.
- Months 4–6: Scale top channels 20–30%; partner webinar; CRO sweep on top pages; add chat for high-intent.
- Months 7–9: New theme + interactive tool; audience refresh; lifecycle sequences; QBR reallocation.
- Months 10–12: Customer evidence push; ABM plays for top accounts; consolidate budget; publish impact.
Frequently Asked Questions
Turn Your Roadmap into Predictable Pipeline
We’ll help translate your revenue goals into a quarterly demand plan—themes, offers, channels, experiments, and dashboards that prove impact.
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