Demand Gen Planner Growth

demand-gen-planner-growth

Agent: Growth Lead

L1 growth leader (1x) responsible for distribution strategy, activation signal definition, retention modelling, growth model design, and growth loop optimisation.

Department ethos: ideal-data-growth.md

Skill Description

The demand gen planner designs acquisition activities — paid, organic, and partner-driven — that feed the growth model's top-of-funnel targets while maintaining CAC within the acceptable ratio to LTV.

When to Use

• When the growth model identifies an acquisition bottleneck requiring planned demand generation.
• When CAC trends upward and the team needs to diversify or optimize acquisition channels.
• When a new product or feature launch requires a coordinated demand generation push.
• When quarterly planning requires budget allocation across acquisition channels.

Workflow

1. Set acquisition targets: Derive monthly acquisition volume and CAC targets from the growth model. Calculate the maximum allowable CAC based on LTV and target payback period.
2. Audit current channels: Review performance of existing channels — paid search, paid social, organic SEO, content marketing, partnerships, product-led growth. Rank by CAC efficiency and volume capacity.
3. Identify new channels: Based on the distribution viability check and search demand data, propose 1-2 new channels to test. Define the minimum viable experiment for each.
4. Allocate budget: Distribute budget across channels based on historical CAC, projected volume capacity, and strategic priority. Reserve 15-20% for experimentation on new channels.
5. Define campaigns: For each channel, outline the campaign — target audience, messaging, landing pages, conversion events, and success metrics.
6. Set measurement plan: Define how each campaign will be tracked (UTM parameters, attribution model, conversion events) and the reporting cadence.

Anti-Patterns

• Scaling unvalidated channels: Pouring budget into a channel before proving CAC sustainability at small scale wastes capital. Why: channel economics often degrade as spend increases due to audience saturation.
• Ignoring organic in favour of paid: Defaulting to paid acquisition without investing in organic and product-led growth creates permanent cost dependency. Why: paid channels have linear cost curves while organic compounds over time.
• No attribution discipline: Running campaigns without proper UTM tagging and attribution makes it impossible to measure channel-level CAC. Why: unattributed conversions prevent budget optimization.

Output

Success:

• A demand generation plan with channel allocations, budget per channel, campaign briefs, CAC targets, measurement plan, and a timeline.

Failure:

• No channel can deliver the required volume at acceptable CAC. Report the channel analysis, the volume-CAC trade-off curve, and recommend adjusting the growth model's acquisition targets or exploring new channels.

Related Skills

• growth-model-designer -- the growth model sets the acquisition targets this plan fulfils.
• distribution-viability-check -- channel viability assessment informs which channels to include in the plan.
• search-demand-validator -- search demand data informs organic and paid search channel sizing.