Demand Desk

Demand Desk

The demand-side home. The hub owns the intelligence (the pull) — KPIs, competitive signal, site performance, all in one place. Finn owns the action layer (create + publish). Every view ends in a plain-language read and a recommended action.

The QIL tree — the organizing spine

Every lane is captioned by which node it moves toward a Qualified Inbound Lead. Metrics that don't ladder to a lead path are shown as context, never as a headline.

Awareness

v1

People who encounter Adasight — video views, post impressions, reach.

Open lane →

Engagement

v1

Of those reached, who leans in — watch time, engagement rate, opens.

Open lane →

Organic discovery

v1

Buyers finding us through search / AI answers on the terms that matter.

Open lane →

Site sessions

v1

Traffic landing on adasight.com — the moment intent becomes measurable.

Open lane →

On-site conversion

v1

Form fills, demo/contact requests, lead-magnet signups — the closest v1 proxy to a QIL.

Open lane →

QIL

v2

Sales-accepted inbound lead in Attio: ICP-fit company + role + intent.

Wired in v2

Channel → QIL attribution

v2

Which channel produced each accepted lead — closes the loop end-to-end.

Wired in v2

The scope line, stated honestly: v1 proves leading indicators down to on-site conversion. It does not yet prove channel → sales-accepted-lead attribution — wiring Attio and attributing QILs back to channel is the first v2 priority. The QIL definition + baseline work runs in parallel so v2 has data to connect to.

Intelligence lanes

Owned channels

YouTube, LinkedIn, and the newsletter — the reach and engagement we control.

QIL path: Awareness → Engagement → CTA clicks → (v2) QIL

So what: The teardown / “false winners” format is the only thing compounding across YouTube and LinkedIn — every top performer is a clean-data-before-testing angle. Gregor's member account out-reaches the company page 2.4×, so founder-led distribution is the real awareness engine. YouTube is early (16–21% to goal) but the watch-through and top-video signal say the content is right, the volume isn't there yet.

Open lane →

SEO / AEO + competitive

adasight.com search visibility plus competitor content moves, fed from Compete Lens.

QIL path: Organic discovery → site sessions → conversion

So what: We rank for almost nothing (9 keywords in the top 10, DR 14) — the constraint is simply the volume of ranking content, not the angle. Compete Lens has already found the seam: Speero validated demand for “analytics audit” content but frames it as a prerequisite to a CRO retainer, leaving the startup-native version wide open. That's a cluster we can credibly own.

Open lane →

Web / site analytics

Sessions, sources, top landing pages, and on-site conversions — the closest v1 proxy to QILs.

QIL path: Sessions → conversions (v2 Attio lane completes the chain)

So what: The /services/amplitude page converts at 8× the site average but gets a fraction of the traffic — it's the page that deserves more, not the home page. The blog pulls real volume but leaks (0.7% to contact): traffic with no path to a conversion. LinkedIn is the dominant source, confirming the owned-channel engine feeds the site.

Open lane →

The desk-level read

So what

One story runs through all three lanes: the clean-data-before-testing / “false winners” angle is the only thing compounding (owned channels), the seam Compete Lens found is “analytics audit for startups” that Speero left open (SEO), and the /services/amplitude page already converts at 8× the site average (web). We have the angle and a page that works — we lack ranking content volume and we point traffic at the wrong page.

Now what

Concentrate the action layer on one wedge: produce the “analytics audit for startups” pillar + founder-led distribution of the teardown format, and route that traffic to /services/amplitude rather than the home page. Size the keyword side on the first Ahrefs Content Gap pull (the Mini's gated job), then commit the calendar.