Annual Planning Part 4

Planning for Marketing

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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

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