About the Invisible Demand Diagnostic
By Dorian Kendal, Kendal Solutions. Updated October 13, 2026.
What it is
The Invisible Demand Diagnostic (IDD) is a 45-minute assessment from Kendal Solutions that measures how much B2B buying activity is forming outside a company's funnel. It reads five signals from systems the company already owns, produces a Demand Visibility Score (0 to 25), and calculates the gap in dollars between what the company spends on influence work and what its signals say it should spend.
About Dorian Kendal
Dorian Kendal is a marketing consultant and the founder of Kendal Solutions. He builds go-to-market foundations for B2B software companies, especially ones that sell to developers and engineers. He was Chief Marketing Officer at Netlify from 2022 to 2025. Before that he was General Manager of Unity's online business from 2016 to 2021, where his team built its go-to-market from $0 to $38M in 2.5 years. Earlier he was VP of Enterprise Applications at Trulia and a business consultant at Google. He has a Bachelor of Commerce from McGill University. He created the Invisible Demand Diagnostic to put a number on the buying that happens outside the funnel.