About this template
Most annual plans start with a revenue number and end with a list of campaigns, with a lot of guesswork in between. This template closes that gap.
The Annual Revenue & Campaign Planner is a free spreadsheet model for CMOs, demand gen and RevOps leaders. Enter your ARR targets once, and it works back to the segments, monthly pipeline, channel mix and marketing budget you need to hit them.
What's inside
- Revenue plan: enter ACV, current ARR, churn, expansion and new logo targets to set your total ARR goal and an estimated marketing budget.
- Segments: split new logo and renewal or expansion targets across up to five segments, with the deals and program budget each one needs.
- Segment schedules: month-by-month rep capacity, bookings and a full funnel from accounts added to closed-won for your top two segments.
- Engagement models: pick the assets and channels you'll use in each segment and set your inquiry mix.
- Model inputs: growth rate, CAC, LTV and LTV:CAC for each segment, based on last quarter's spend and new customers.
- Marketing budget: programs, people and tech spend, compared with benchmarks from high-performing B2B companies.
- GTM motions: close rates, deal cycles and inquiry-to-engaged ratios by ACV band, from product-led to named accounts.
How to use it
- Get your copy. Download the Excel file, or make a copy in Google Sheets.
- Set your revenue plan. Fill in the purple fields on the Revenue Plan tab.
- Name your segments. On the Segments tab, give each segment its share of the revenue goal, its ACV and a start date.
- Tune the model. On each Model Inputs tab, adjust the starting month target until Total Annual Logo Error reads 0.
- Choose your plays. Mark the assets and channels you'll use on each Engagement Model tab, then review the monthly schedule.
Watch the walkthrough
Want to see the model in action? Watch the annual planning webinar to learn how to turn revenue goals into a data-driven GTM plan.
