01Demand → Opportunity
Marketing
Not a growth engine yet — a flow control function that turns spend into measurable, qualified demand.
Position in Value Chain
Department 1 of 7
Core Transition
Demand → Opportunity
Role in the Chain
The front of the value chain. Marketing controls whether the business has a predictable inbound pipeline or is guessing where the next job comes from.
When This Department Weakens
What happens when marketing breaks down
No one knows which channels actually produce revenue. Spend scales but conversion does not. Leads arrive and the team cannot tell which ones are worth chasing. The business believes it has a marketing problem — it actually has a measurement problem.
The Systems Goal
What strong marketing systems look like
Source attribution, demand forecasting, feedback loops from intake and sales, and channel optimization that make marketing a measurable, controllable function.
Tracked KPIs
What Pulse measures in marketing
These are the key performance indicators Pulse tracks for this department. Your assessment results show how each one compares to stage-appropriate benchmarks.
See how your marketing department measures up.
The free assessment takes under 15 minutes and maps your business across all seven departments — with stage-appropriate benchmarks for every KPI.