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RevOps Impact Newsletter
RevOps Impact Newsletter
Annual Planning Part 4

Annual Planning Part 4

Planning for Marketing

Jeff Ignacio's avatar
Jeff Ignacio
Sep 22, 2024
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RevOps Impact Newsletter
RevOps Impact Newsletter
Annual Planning Part 4
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Much of this material comes from my new course Finance for RevOps so if you want to learn more reply to this newsletter and I’ll add you to the waitlist.

Let’s talk about planning for our Marketing partners.

In year’s past I’ve helped my marketing stakeholders to build out the following:

  • TAM / SAM / SOM analyses (total addressable market)

  • Ideal Customer Profile (ICP) [primarily done via Product Marketing]

  • Personas [primarily done via Product Marketing]

  • Unit economic modeling

  • Headcount planning

  • Demand Generation planning

Today we’ll cover the budget planning side of the house. Most budgets are overly simplistic. For example, let’s assume that your business achieved $10M in sales last year. Next year’s target is $15M. That would mean that overall growth is $5M. Last year Marketing contributed 50% of won business. Therefore you would assume that $2.5M of next year’s growth rate needs to come from marketing.

  • Last year’s revenue: $10M

  • Next year’s target: $15M

  • Growth = $5M

  • Marketing win contribution = 50%

  • Marketing contributed growth = $2.5M ($5M * 50%)

Seems straightforward. Right?

Well it’s a lot more than that. Let’s discuss.

In this article we’ll cover the following:

  1. Marketing budget allocation (people, demand generation, events, PR, tools, etc.)

  2. Sales vs Marketing spend

  3. 5 factors to create a demand generation budget

  4. Running your funnel math

  5. The 95-5 Rule

  6. Channel saturation

If you’re slammed in your RevOps or want to level up; check out the RevOps Impact Offerings below

There are 4 ways I can help you:

1/ RevOps Course: Unleashing ROI (RevOps Impact). A ten-week RevOps course. Lessons from my career scaling from $10M to $100M+. Join 100+ alumni.

Enroll into the RevOps Q4 Course

2/ Sales Ops Masterclass. A six-week virtual, live instruction SalesOps course designed to take your sales operations skills to the next level.

Take the Sales Ops Course

3/ You’re a GTM Startup. Sponsor this newsletter and reach 3,200+ tenacious revenue leaders. Reply to this email if you’re interested in receiving a media kit.

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4/ 1-on-1 RevOps Coaching with me. Let me help you push through the ceiling

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