The Demand Engineering Toolkit

This toolkit is the working companion to the Demand Engineering methodology. Where the methodology explains the what and why, this toolkit gives you the how — the specific frameworks and worksheets used in every FABRIC engagement.

Each tool below maps to a phase of the FABRIC methodology. Work through them in order, or jump to the phase most relevant to where you are right now.

Tool 1: ICP Definition Worksheet (Foundation Phase)

The ICP Definition Worksheet forces you to move beyond demographic targeting (“B2B tech firms with 10-50 employees”) and into situational targeting (“firms that have just lost a major client and are questioning whether their positioning is the problem”).

The five questions this worksheet answers:

What is the specific trigger event that causes your best clients to start looking for help?
What does the problem look like from the inside — what are they feeling, not just experiencing?
What alternatives are they considering, and why do those alternatives feel safer even if they’re worse?
What is the one outcome they would pay anything to achieve?
What would make them disqualify you before the first conversation?

Download the Positioning Audit Playbook — The Foundation phase companion that walks through the full 12-step positioning audit, including the ICP definition worksheet, trigger event mapping, and a self-assessment checklist. PDF, 8 pages.

Want to work through this live with someone who has applied it across multiple technical consulting firms? Start with a conversation.

Tool 2: Positioning Gap Analysis (Foundation Phase)

The Positioning Gap Analysis maps the distance between how you describe yourself and how your best clients describe the problem you solved for them.

Most technical consulting firms describe themselves using capability language (“we do AI/ML implementation”) when their best clients describe the outcome they received (“they helped us stop losing deals to vendors who could explain AI in plain English”).

The gap between those two descriptions is where the positioning work lives.

The three-column framework:

How you describe yourself	How your best clients describe the problem	The positioning gap
Your current language	Their language before they hired you	What needs to change

The Positioning Audit Playbook includes the full Positioning Gap Analysis as part of the seven-lens audit framework. Download it here.

Tool 3: GTM Infrastructure Audit (Architecture Phase)

The GTM Infrastructure Audit is the diagnostic tool used in the $2K audit engagement. It maps the five points where technical consulting firm revenue systems break down:

ICP Definition — Are you targeting the right buyer, or the buyer you’re comfortable with?
Pipeline Diagnosis — Where does the conversion break? First touch, qualification, proposal, or close?
Positioning Gap — Does your language match the language your buyer uses to describe their problem?
90-Day System Recommendation — What is the minimum viable system to generate qualified conversations in the next 90 days?
Go/No-Go — Is the firm ready to build, or are there foundational issues that need to be resolved first?

Learn more about the GTM Infrastructure Audit or book a conversation to see if it’s the right starting point for your firm.

Tool 4: 90-Day Demand Engineering System Design (Architecture Phase)

The 90-Day System Design is the output of the GTM Infrastructure Audit. It maps the exact sequence of activities, assets, and milestones required to build a functioning Demand Engineering system in 90 days.

It is not a content calendar. It is not a campaign plan. It is an architectural document that specifies what gets built, in what order, and what success looks like at each stage.

Template coming soon.

Tool 5: Outbound Sequence Diagnostic (Build Phase)

The Outbound Sequence Diagnostic evaluates an existing LinkedIn or email outbound sequence against five criteria:

Does the first message earn the right to a second message, or does it ask for something?
Does the sequence create a conversation, or does it broadcast?
Is there an ICP gate before the pitch message fires?
Does the sequence end cleanly, or does it trail off?
Is the ask proportional to the relationship established?

Diagnostic checklist coming soon.

Using This Toolkit

These tools are designed to be worked through in order. Each one builds on the previous. If you skip the ICP Definition Worksheet and go straight to the Outbound Sequence Diagnostic, you will optimise the wrong message to the wrong buyer.

If you want to work through any of these frameworks with someone who has applied them across multiple technical consulting firms, start with a conversation.