Name

Demand Metric

Legal name

Demand Metric Research Corporation

Website

https://demandmetric.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

Canada

HQ region

North America

Offices11 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Growth Platform Subscription: Annual subscription-based access to DIY consulting resources with three tiers. Professional tier at $24,000/yr (1-5 users), Corporate tier at $48,000/yr (6-15 users), Enterprise tier at $96,000/yr (unlimited users). Higher tiers include Growth Projects with expert coaching and Growth Workshops.
2. Guided Growth Projects: 90-day capability building projects with expert coach support, included in Corporate and Enterprise tiers. Additional projects available as add-on services.
3. Commercial Excellence Program Advisory: Advisory relationship for designing Commercial Excellence programs with on-the-job coaching. Part of the Growth Program tier.
4. Custom Research & Consulting: Custom research studies and consulting engagements through the INSIGHTS™ platform for associations, communities, and enterprises.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Demand Metric sells a B2B subscription-based Growth Platform™ that provides access to 650+ DIY consulting resources including playbooks, frameworks, tools, and templates for sales, marketing, pricing, and strategy teams. The platform is offered in three annual subscription tiers ($24,000 Professional, $48,000 Corporate, $96,000 Enterprise) and is complemented by the Commercial Excellence Academy™ for capability building, INSIGHTS™ for custom research and benchmarks, and optional expert coaching via Growth Projects™ and Growth Workshops.

Product overview

Demand Metric offers a multi-product platform centered on the Growth Platform™ subscription (Professional at $24,000/yr, Corporate at $48,000/yr, Enterprise at $96,000/yr) providing 650+ DIY consulting resources. This core platform is complemented by the 90-day Growth Project™ sprints with expert coaching (included in Corporate/Enterprise tiers), and the Growth Program™ advisory service for Commercial Excellence design. The Commercial Excellence Academy™ delivers team-based coaching and Growth Accelerators using Adaptive Capacity science. INSIGHTS™ provides custom research, benchmarks, and reports. The Commercial Excellence Consortium™ offers peer-learning through Executive Roundtables. The Enterprise tier adds Growth Workshop™ (2-day on-site facilitation) and a dedicated Growth Coach™.

Differentiator

Problem solved

Functional benefit

Brands

• Growth Platform™: Subscription-based DIY consulting platform offering 650+ frameworks, playbooks, tools and templates for growth strategy and GTM planning.
• Commercial Excellence Academy™
• INSIGHTS™
• Growth Projects™
• Commercial Excellence Consortium™
• Growth Toolbox™

Products and services

• Growth Platform™ A subscription-based SaaS platform providing unlimited access to 650+ DIY consulting resources including playbooks, frameworks, tools, and templates for sales, marketing, pricing, and strategy teams. Available in three annual tiers: Professional ($24,000/yr, 1-5 users), Corporate ($48,000/yr, 6-15 users), and Enterprise ($96,000/yr, unlimited users). Designed for global enterprises seeking to accelerate commercial performance.
• Commercial Excellence Academy™ Enterprise programs designed to help teams execute under pressure, build adaptive capacity, and create change that sticks. Combines team-based coaching, Growth Accelerators™ cohort-based programs, and science-based Adaptive Capacity methods co-developed with Dr. Paul Stoltz to reduce resistance and build intrinsic motivation. Targets senior commercial, strategy, and transformation leaders.
• INSIGHTS™ Custom research studies, benchmark reports, and executive headlines that help organizations understand audiences, shape conversations, and create practical next steps. Includes member and market research, pulse surveys, trend reports, and capability gap analysis. Serves associations, communities, and enterprises seeking credible, research-backed market authority.
• Commercial Excellence Consortium™ A free, approved-member community for commercial, strategy, and transformation leaders offering peer-to-peer Executive Roundtables, Operator Insight sessions from senior leaders, and member engagement activities. Functions as a community-led growth channel that drives engagement and product awareness for the broader Demand Metric platform.

Quantifiable outcome

• 91% of Fortune 500 companies use Demand Metric practical tools
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature6 records

Partnerships

13 partnerships are on record, tiered core and minor.

• American Marketing Association (AMA)coreStrategic or Co-development Partner · 1 January 2013Strategic partnership for developing industry-standard tools and playbooks. The AMA partnership has been instrumental in establishing Demand Metric's tools as the industry standard since 2013.
• Association of National Advertisers (ANA)coreStrategic or Co-development Partner · 1 January 2013Strategic partnership for developing industry-standard marketing tools and resources. The ANA partnership has helped establish Demand Metric's tools as industry standard since 2013.
• BrandfolderminorGTM or Marketing PartnerContent partnership for the State of Visual Content Marketing 2025 report. Brandfolder co-sponsored the research alongside Demand Metric.
• HubSpotminorGTM or Marketing PartnerContent partnership and trusted-by relationship. HubSpot logo appears on INSIGHTS page as trusted-by partner.
• VidyardminorGTM or Marketing PartnerContent partnership for visual content marketing research. Vidyard co-sponsored the State of Visual Content Marketing report.
• SalesforceminorGTM or Marketing PartnerTrusted-by partnership. Salesforce logo appears on INSIGHTS page as trusted partner.
• ValidityminorGTM or Marketing PartnerContent partnership for research initiatives. Validity logo appears on INSIGHTS page.
• Marketo (Adobe)minorGTM or Marketing PartnerTrusted-by partnership on INSIGHTS platform. Marketo (now part of Adobe) appears as trusted partner.
• SeismicminorGTM or Marketing PartnerTrusted-by partnership on INSIGHTS page. Seismic appears alongside other marketing technology partners.
• United States Olympic TeamcoreStrategic or Co-development PartnerDemand Metric is trusted by the United States Olympic Team, indicating high-performance coaching capabilities. The partnership validates the company's approach to building elite performance and resilience.
• MIT Sloan School of ManagementcoreStrategic or Co-development PartnerTop MBA program partnership. MIT logo appears alongside other elite institutions validating Demand Metric's methodologies for building commercial excellence capabilities.
• INSEADcoreStrategic or Co-development PartnerTop global business school partnership. INSEAD logo appears alongside MIT and Harvard as trusted institutional partners.
• Harvard Business SchoolcoreStrategic or Co-development PartnerTop MBA program partnership. Harvard Business School logo appears alongside MIT and INSEAD as a trusted institutional partner validating Demand Metric's methodologies.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SiriusDecisions: Research and advisory firm (now part of Forrester) specializing in B2B sales, marketing, and product operations with proprietary frameworks, maturity models, and benchmark services. Closely aligned to Demand Metric's Growth Platform™ content and Commercial Excellence focus.
• Aberdeen Group: B2B research firm publishing benchmark reports, maturity models, and analytical tools targeting sales, marketing, and customer experience leaders. Directly comparable to Demand Metric's INSIGHTS™ platform and content-driven B2B research model.
• Heinz Marketing: B2B marketing consulting and content firm producing sales playbooks, frameworks, and demand-generation tools for mid-market and enterprise clients. Direct comparable as a smaller-scale B2B sales/marketing content and consulting provider targeting similar buyer personas.
• Force Management: B2B sales enablement and revenue transformation firm offering methodology-driven frameworks, workshops, and coaching for enterprise sales teams. Directly comparable methodology-and-coaching delivery model to Demand Metric's Growth Projects™ and Academy offerings.

Broad incumbents

• Bain & Company: Global management consulting firm offering strategy, marketing, sales, and operations advisory to enterprise clients. Comparable in helping enterprises close strategy-execution gaps, though at much higher price points via custom engagements rather than subscription platforms.
• Gartner: Global research and advisory giant covering IT, marketing, sales, and strategy with extensive subscription research, benchmark tools, and executive programs. Comparable in offering B2B enterprises subscription research, frameworks, and advisory services, though at vastly larger scale and broader scope than Demand Metric's niche.
• Deloitte: Global professional services firm with consulting practices in strategy, marketing, sales, and human capital. Overlaps Demand Metric's commercial excellence transformation offerings via larger, integrated consulting programs with broader service portfolios.
• Forrester Research: Global research and advisory firm providing subscription research, decision tools, and consulting across marketing, sales, product, and customer experience. Closely parallels Demand Metric's research/playbook offering for sales and marketing leaders, but at much larger scale following the acquisition of SiriusDecisions.
• McKinsey & Company: Global top-tier management consulting firm advising executives on strategy, operations, marketing, and sales. Comparable in addressing the strategy-to-execution gap Demand Metric targets, though delivered via bespoke consulting engagements rather than subscription content.

Emerging players

• Pavilion: Membership community and content platform (formerly Revenue Collective) for commercial, sales, and revenue leaders offering peer learning, benchmarking, and resource libraries. Comparable as a community-led growth model targeting the same Commercial Excellence executive buyer as Demand Metric's Consortium.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/demand-metric
• Xx.com/demandmetric
• Facebookfacebook.com/demandmetric

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Demand Metric