What it is
Demand Generation is the fourth GRIP pillar, in the I (Implementation) dimension. It measures how reliably you create qualified pipeline: channel diversification, creative velocity, CAC by channel, and inbound vs outbound vs partner split.
Why it matters
A weak Demand Gen pillar presents as either "we can't hit plan" or "we spent €2M on ads and it went nowhere." The cause is almost always channel-concentration risk.
How to improve this pillar
- 1Run a channel-concentration audit. If > 60% of pipeline is one source, diversify this quarter.
- 2Ship 10+ new creative concepts per month at any ad-spend > €50k/mo.
- 3Instrument inbound vs outbound vs partner separately.
- 4Build owned-audience (email / community) as insulation.
FAQ
Is this pillar the same as marketing?
No. Demand Gen is one part of marketing — specifically the pipeline-creation part.
What about partner-led motions?
Partner pipeline counts here when partners source the deal.
See your own score for this pillar
5-minute Caugia assessment. Your GRIP score per pillar + the binding constraint + the 48-hour action.
Run the assessment →