What is a Demand Visibility Score?

A Demand Visibility Score (DVS) is a 0-to-25 measure of how much of your buyers' journey your marketing can actually see. A high score means most buying activity in your market is visible to your funnel. A low score means buyers are researching, comparing, and deciding in places your reporting can't reach. The score was developed by Kendal Solutions as the core output of the Invisible Demand Diagnostic.

In dark funnel terms, the score shows how much of that hidden buying your marketing can see.

How is a Demand Visibility Score calculated?

Five signals, each read from systems you already own and scored against a published benchmark:

• Anonymous ICP engagement. Right-fit accounts visiting without identifying themselves. Read from your account-ID or ABM platform.
• AI/LLM discovery. Whether category queries in ChatGPT, Perplexity, Copilot, and Gemini surface you or a competitor. Read from a reproducible 8-query audit.
• Branded search gap. Brand interest growing faster than captured demand. Read from search console and analytics.
• Repeat evaluation. Buyers returning multiple times before converting. Read from analytics.
• Peer influence. Your name's presence in communities, reviews, and referrals. Triangulated from public sources and win data.

The signals are weighted for how much of the invisible journey each covers, then summed to 25. Full weights and benchmarks are on the How it works page.

What does each score band mean?

Scores fall into bands. Directionally: below 10, most of your market's buying journey is forming where you can't see it, and influence work is underfunded almost by definition. 10 to 17, you have partial visibility with specific dark channels the scorecard names. 18 and up, your visibility is strong and the work is defending it. Each band maps to a benchmark range for how much of program budget belongs in influence work, which is what turns the score into a dollar figure.

Why does the score matter?

Because it converts an argument into a subtraction. "We should invest in brand" loses budget fights. "Our signals score 12 of 25, the benchmark for that score says 25% of program budget belongs in influence work, we spend 8%, and the shortfall is $340K" is your budget times a cited benchmark minus your current spend. It's the version of the case a CFO can check.

How do you improve a Demand Visibility Score?

You don't chase the score; you fund the weakest signals. A low AI-discovery reading means building the content and third-party presence LLMs cite. A low peer-influence reading means customer proof and community presence. The diagnostic's roadmap sequences the programs by weakest signal, each with a dollar target and 90-day indicators. Re-score quarterly to see it move.

How do you get your Demand Visibility Score?

Run the Invisible Demand Diagnostic. It takes about 45 minutes and needs five numbers from systems you already have. The first assessment is free. After that it is $2,500 per assessment, or $8,500 for a year of quarterly runs.