Demand-Gen Channel Mix & Budget Allocation

On-demand reference for the marketing-operations skill.

Channel Mix

Channel              | Typical Pipeline % | Time to Mature | CAC Efficiency
Inbound/Content      | 20-35%             | 6-12 months    | High (€5-15/lead)
Outbound/SDR         | 25-40%             | 2-3 months     | Medium (varies)
Paid Digital         | 10-20%             | 3-4 months     | Medium (€30-150/lead)
Events/Webinars      | 5-15%              | 3-6 months     | Low-Medium
Partnerships         | 5-15%              | 6-12 months    | High
Product-Led          | 5-20%              | Depends         | Highest

RECOMMENDED MIX (€30-80M ARR):
  Outbound 30% | Inbound 30% | Paid 15% | Events/Partners 15% | PLG 10%
  Reduces concentration risk. Enables scaling without hiring armies of SDRs.

Budget Allocation

Three methods, blend all three:

1. HISTORICAL ROI:   Weight budget by channel ROI (inbound 12x → give it more)
2. PIPELINE CONTRIBUTION: Allocate proportional to where pipeline comes from
3. STRATEGIC GOALS:  Reduce sales cost → increase inbound. Hit number now → surge outbound.