Every year marketers go through the ritual of annual planning. It typically involves working with team members to update a highly complex Excel workbook and an attempt to forecast leads, opportunities, and deals into the future.
Annual planning also involves working across departments to understand what marketing needs to do in order to contribute to the closing deals, generation of pipeline and the improvement in brand awareness.
These objectives are large in scope, but they're made of small details. It takes a large amount of effort to to define program objectives and plan channel investments at the granular level. That's why we created the B2B Marketer's Guide to Annual Planning.
In this guide we provide a complete approach to creating a well thought out annual plan. The guide also describes how to generate revenue plans. A revenue plan is like an investment portfolio. It shows how marketing investments are distributed across channels and when those investments will "mature", i.e. generate revenue.
When deciding what to spend and where to spend, it's important for marketers to understand what will happen as a result. This is revenue planning. It can be thought of as a way for marketers to understand their investment style. They can pursue aggressive growth and demand strategies, or understand what's needed to maintain an existing growth rate.
Marketing leaders are able to explore marketing strategies and see into the future with predictive models fed with millions of touchpoints as training datasets.
The guide goes into detail on using a revenue planning solution.
Annual planning is fast approaching and a complete overview of process and new technologies can be found in the guide below.