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Your Complete Guide to Annual Planning (Part 3): Marketing Budget

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This guide comes from thousands of hours on the job, designing annual plans for multi billion dollar tech companies. And it’s strongly influenced by the hundreds of hours spent with my entrepreneur friends who are building their very first budgets. Today we’ll explore the nuances of building a marketing budget to ensure your sales team has enough pipeline to hit their goals. Unlike our sales capacity model, which is built bottoms up, marketing targets are built in reverse (and then sanity checked tops down). Let’s secure the bag pipeline. Share Pipeline Coverage Multiple: Working backwards based on assumed conversion rates, this is the multiple of sales quota you want your marketing team to generate in qualified opportunities. For most SaaS companies, it’s assumed to be anywhere from 200% to 350% of your new ARR target, depending on the sales engine and geography. For SMB deals that have shorter sales cycles and can be spun up faster than enterprise deals, you can assume a smaller rati

Annual Planning Part 3: The Marketing Budget Home Posts Your Complete Guide to Annual Planning (Part 3): Marketing Budget Your Complete Guide to Annual Planning (Part 3): Marketing Budget Our five part series on Annual Budgeting for Tech Startups Annual Planning What CMOs think they look like when they put on their annual user conference Welcome back to part 3 of our 5 parts series on Annual Planning. If you’re late to the planning party, here’s a snapshot of our syllabus: Part I: The Kickoff Who’s involved in annual planning? Bottoms up vs tops Down forecasting Guiding questions and guardrail

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