The Demand Operating System
Core Premise: The Demand Operating System is the infrastructure that makes demand generation predictable and scalable.
The Five Components
1. Metrics & Measurement
The Metrics Hierarchy: - North Star: Demand Efficiency Ratio (DER) - Pipeline Metrics: Revenue, opportunities - Acquisition Metrics: CAC, conversion rates - Channel Metrics: CPL, engagement
2. Operational Cadence
Weekly: Performance review, channel optimization Monthly: Channel evaluation, budget reallocation Quarterly: Strategy review, planning
3. Team & Roles
Role Accountability: Every metric has one owner. Shared ownership produces no ownership.
4. Process & Workflow
Campaign Launch Process: Brief → Development → Review → Launch → Optimization
5. Technology Stack
Essential: - CRM integration - Attribution tracking - Creative management - Reporting automation
The Demand Efficiency Ratio (DER)
DER = Revenue from Demand / Total Demand Spend
Target: 3x or higher.
This is the north star. All other metrics serve this one.