Growth is the foundation of every startup. But many founders struggle to build an engine that drives predictable and scalable growth.

Over the past four years, I’ve built a SaaS demand generation engine from the ground up that today generates millions of dollars a year in revenue. The following post details a framework for how to think about your demand generation strategy.

While every business is different, I believe this framework represents a demand generation strategy that works for most SaaS businesses in the world. The only difference is that the emphasis on each channel and loop will vary from business to business. Some businesses will be more inbound driven while others will be sales outbound led. Importantly, this framework is based on a transactional sales model (request a demo), and not a product-led-growth model. I believe that certain elements are the same in both models, but there’s some nuances that change between demo and free trials.