Principles of Demand Creation

Written By Cody Gutierrez

Creating demand is more valuable than capturing it or fulfilling it. (Skipping the nuances).

Here's how I think about it from a marketing perspective:

- Demand Creation (80% of your marketing effort)

- Growth efforts that generate new interest: prospecting ads, sales outreach, etc.

- High-volume. Scalable.

- Demand Capture (20% of your marketing efforts)

- Efforts that nurture existing interest: remarketing, CRO, brand keywords, etc.

- High-efficiency. Profitable.

- Demand Fulfillment

- The operations work of servicing paying customers. This comes after the marketing hand-off.

These are my top-level demand creation principles:

- Creation > Capture. New demand scales faster and creates more value upfront.

- Creation > Fulfillment. It's easier to service paying customers than to acquire them. It's easier to be the buyer of services than the seller. Lots of companies service demand. Far fewer create it consistently.

- Utilization > Volume. One hot dog stand with a line of 100 people, beats 100 hot dog stands with one customer each. Make a line before you expand. If you’re bootstrapped, it’s better to ‘burst at the seams’ than to ‘be prepared ahead of time’. If you’re funded, you can hire further ahead of demand when growing.

- Demand > Supply. Use excess demand that you can’t fulfill to raise prices (more margin) or add service capacity (more revenue). Turning down work beats over-expanding too soon.

I’ve seen many types of supply/demand issues while driving $100M+ in net-new revenue as a marketing leader…....

Overstocked shelves hurt more than sold-out shelves. & both issues are solvable.

Agree?

(Here’s my LinkedIn post).

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I’ll be sharing my 140+ page Revenue Growth Playbook, page by page, for free.

These are the exact same fundamental strategies I’ve used to help scale revenue 10X for a SaaS brand, 10X for an Ecomm brand & 2X for an agency. Drove $100M+ in net-new revenue.

Follow along on LinkedIn or grab the whole thing.

If you want to work with me or hire me, book a call or shoot a DM my way.

Meet Cody Gutierrez, CMO turned Fractional CMO for Hire:

I help $1M-$100M businesses to scale-up profitably. In the corporate world, I earned 9 promotions in 10 years & scaled revenue 10X for a SaaS brand, 10X for an Ecomm brand & 2X for an agency. Drove $100M+ in net-new revenue for the brands I led. Then, I walked away from my executive job (CMO) at a VC-backed startup to build my own portfolio of companies to grow & invest in. Learn about me here.

Download Resume Here

Contact Information:

Cody Gutierrez
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8 Growth Metrics to Check Before You Scale Marketing