DEMAND GENERATION VS LEAD GENERATION WORKSHEET
Original ShowMeYourSaaS teaching resource | 2026-10-27
ScopeSignal and all campaign counts below are fictional.

WORKING DEFINITIONS
Demand generation: help appropriate people understand a problem and approach.
Lead generation: create a contactable expression of relevant interest.
A single channel can perform either job. Name the intended outcome first.

COMPLETED CAMPAIGN
Audience: small agencies preparing client project briefs.
Problem: important scope information is missing before the project begins.
Demand asset: public annotated synthetic brief, missing-information checklist,
and a corrected example with a short demonstration.
Lead offer: optional 15-minute workflow review using a synthetic or appropriately
redacted brief. Explain the review, contact use, and follow-up before submission.
Capacity: founder sets appointments they can actually support.
Qualification: agency fits the described workflow, has an actual process to review,
and the request is appropriate for the offered service.
Follow-up owner: founder. Record the agreed next step and date.

MEASUREMENT
Window: one example month; follow the request cohort through a stated decision date.
Unique example-page visitors: 240.
Deduplicated requests, at most one per account: 12.
Requests meeting the stated fit rule: 7.
Attended reviews from qualified requests: 5.
Paid pilots from those attended reviews: 2.
Request rate: 12 / 240 = 5%.
Qualified share: 7 / 12 = approximately 58.3%.
Attendance among qualified requests: 5 / 7 = approximately 71.4%.
Pilot rate among attended reviews: 2 / 5 = 40%.
Pilot rate among visitors: 2 / 240 = approximately 0.83%.
The example assumes the later counts belong to that same visitor/request cohort.
Do not divide this month's new visitors into older pilot decisions.
These invented counts establish no causal attribution or benchmark.

BLANK PLAN
Audience and current buying situation:
Main uncertainty: understanding / evaluation / next-step friction:
Demand activity and the progress it should support:
Lead offer and why the next step is useful:
Distribution route:
Qualification rule:
Contact information genuinely needed:
What the person is told about follow-up:
Follow-up owner and capacity:
Time cost / cash cost / review date:
Unit and cohort:
Observation and maturation windows:
Observed counts at each defined step:
Referral, self-reported discovery, and unknown attribution:
Guardrails for quality and service burden:
Evidence, interpretation, next action:

REVIEW CHECK
Is the public resource useful before a contact form?
Can the team respond to the requests it creates?
Are reach, contact quality, and later outcomes reported separately?
Does each rate show its denominator and follow-up window?