Cube · Demand strategy · ABM · Lifecycle marketing
FY26 Demand Generation Operating Plan
A 44-slide operating plan that rebuilt demand generation around four connected motions: opportunity nurture, account targeting, dormant-lead reactivation, and net-new ICP acquisition.
01
Business challenge
Demand entered through many sources, but routing, nurture, paid activation, and sales follow-up were not yet expressed as one operating system. The team needed clear paths for every lead source, a shared account progression model, and next actions tied to buyer behavior instead of isolated channel activity.
02
My role
I authored the plan and designed the underlying architecture. I mapped source-to-owner routing, created the 4D ABM framework, defined account progression stages, built lifecycle branching and re-engagement logic, and connected marketing signals to sales follow-up.
03
Strategy
- Organized the demand engine around four motions: opportunity nurture, key-account activation, dormant-lead reactivation, and net-new ICP acquisition.
- Created the 4D ABM model—Data, Distribution, Destination, and Direction—to make every play explicit about audience, channel, content, conversion path, and measurement.
- Designed source-specific routing rules based on ownership, company size, lead status, engagement, and conversion behavior.
- Segmented nurture by known use case first, with firmographic proxies when intent or use-case data was incomplete.
04
Execution
- Mapped end-to-end journeys for trade shows, cloud signups, contact requests, website content, webinars, PPC, and community-sourced leads.
- Defined a four-email nurture sequence with timed sends, engagement branches, subject-line testing, lead-score re-evaluation, and clear exit criteria.
- Built post-nurture paths for silent, passively engaged, high-intent, and multi-topic leads, including retargeting, recycled streams, SDR tasks, and manual review.
- Connected account stage and observed signals to coordinated LinkedIn, email, content, webinar, interactive-demo, and sales plays.
05
What the plan enabled
- Turned disconnected campaigns and handoffs into a documented demand-generation operating system.
- Gave marketing and sales one model for understanding account progression and choosing the next best action.
- Made every activation play measurable by defining its audience signal, destination, conversion point, and follow-up path before launch.
06
Tools and channels
Confidentiality note
This case study summarizes the architecture of the original 44-slide working plan. Account lists, internal ownership details, implementation links, audience criteria, and company-specific operating data remain private.