This year has been a slog for most marketers. With mediocre results, shrinking headcount, and stalled budgets, teams are running lean (in both ambition and resources). And now here comes 2024 planning season with its aggressive revenue targets. 😬
>> Related: How to Reset Demand Gen <<
If you’re pessimistic about your plan, you’re not alone. Our antidote? Create a data-backed marketing plan that rejects magical thinking, predictably contributes pipeline, and helps negotiate realistic budgets. Here’s how.
In this post:
1. Forecast Marketing’s contribution
If you know your revenue goals, ASP, and funnel conversion rates, this model calculates how many Opps and MQLs you need, plus the cost to get there.
2. Negotiate a bigger budget
Most marketers accept whatever number comes from the CFO. Instead, here’s how to proactively model how you can support conservative, moderate, and aggressive growth.
3. Write a scrappy campaign plan
Here’s our annual plan template. It will help you articulate a campaign strategy, tease out tactics, and prioritize channels.
