# 90-day demand creation and capture plan: fictional completed example

This is a fictional planning example for Meridian Systems. It is not a Maestro client result. Values marked `Unknown` remain unresolved. The 90-day period organizes work and reviews; it does not promise that pipeline or revenue will mature within 90 days.

## Decision inputs

| Field | Answer | Evidence state | Source or owner |
| --- | --- | --- | --- |
| Offer | Security readiness assessment for B2B infrastructure teams | Known | Product owner, approved offer page |
| Audience | 80 sales-approved target accounts; security and infrastructure roles | Known | CRM account view dated 6 Oct 2026 |
| Buyer problem | Teams cannot show whether current controls will survive an enterprise review | Known | Approved subject-matter interview and sales call themes |
| Existing demand evidence | Relevant assessment requests and high-intent visits exist; comparable cohort size is Unknown | Known with missing volume | Web analytics owner |
| Approved proof or expertise | Approved security point of view; customer proof unavailable for public use | Known | Security lead; proof limitation recorded |
| Capture path | Assessment request page with CRM source fields | Known | Web and RevOps owners |
| Sales capacity | One sales owner can review five accepted requests per week | Known | Sales owner |
| Qualified-lead definition | In-population account, active review within six months, named owner and stated control gap | Known | Sales and marketing agreement |
| Handoff owner | RevOps routes; account executive accepts or rejects with reason | Known | CRM workflow |

## Provisional route

- Route: **Combined**
- Rationale: The population needs problem education and there is a distinct assessment path for active buyers. The motions have separate jobs, owners and measures.
- Missing inputs: Comparable baseline volume; permission status for one enrichment field; public customer proof.
- Owners: Analytics owner; RevOps owner; customer marketing owner.
- Evidence needed: Dated cohort report; permission record; approved proof or explicit unavailable status.

## Motion 1

| Field | Plan |
| --- | --- |
| Motion | Demand creation |
| Days | 1–60, reviewed on day 30 and day 60 |
| Audience | Security and infrastructure roles across the 80-account population |
| Message | Show why evidence gaps appear late in enterprise reviews and how to expose them earlier |
| Asset | One approved expert video plus a field checklist; no customer-result claim |
| Path | Ungated checklist page; relevant service page available as the next step |
| Owner | Demand generation owner; security lead approves claims |
| Handoff event | Direct reply or assessment-page visit after using the checklist |
| Handoff evidence | Account/person identity where permitted, source asset, date, observed action and permission basis |
| Measure | Qualified audience engagement and explicit next-step signals; no pipeline claim |
| Review date | Day 30 and day 60 |
| Unresolved inputs | Public customer proof remains unavailable; continue without it unless approved |

## Motion 2

| Field | Plan |
| --- | --- |
| Motion | Demand capture |
| Days | 31–90, reviewed weekly for routing and on day 90 for the cohort |
| Audience | People from the 80-account population with an assessment request or other approved high-intent signal |
| Message | Request a readiness assessment for an active enterprise review |
| Asset | Matching assessment page and short proof-of-process explanation |
| Path | Assessment form to CRM, deduplicated and assigned to the account owner |
| Owner | RevOps routes; account executive accepts or rejects |
| Handoff event | Submitted assessment request that satisfies the population and timing checks |
| Handoff evidence | Source, account, buyer problem, timing, permission, qualification fields and acceptance status |
| Measure | Accepted qualified leads, booked meetings, held meetings and CRM pipeline kept separate |
| Review date | Weekly routing check and day-90 cohort review |
| Unresolved inputs | Comparable baseline volume remains Unknown until the first complete cohort closes |

## Outcome-state record

The plan is pre-launch. These are missing observations, not zero results.

| State | Value | Evidence state | Source, population and period |
| --- | ---: | --- | --- |
| Platform response | Unknown | Unknown | First fixed cohort has not closed |
| Contact | Unknown | Unknown | First fixed cohort has not closed |
| MQL | Not used | Not applicable | Company does not use this status for the plan |
| Qualified lead | Unknown | Unknown | First fixed cohort has not closed |
| Booked meeting | Unknown | Unknown | First fixed cohort has not closed |
| Held meeting | Unknown | Unknown | First fixed cohort has not closed |
| Pipeline | Unknown | Unknown | First fixed cohort has not closed |
| Revenue | Unknown | Unknown | First fixed cohort has not closed |

## Next review

- Review date: 30 days after launch
- Review owner: Demand generation owner
- Fixed cohort/population: The original 80 accounts; changes logged separately
- Evidence to bring: Delivery/engagement record, explicit responses, CRM routing, acceptance reasons and meeting states
- Decision: Repair audience, message, asset, path or handoff before changing volume