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However, for the purpose of this model, it can be replaced with other KPIs like Leads, MQLs, SQLs etc. Note: Sales Opportunities is our favorite primary marketing KPI (more on that in a separate post). This is the “Top Down” number the marketing team will be aiming for. The mechanics of the spreadsheet work by starting with the company’s ARR goals and backing into the number of new deals and new Sales Opportunities required to hit them. You can open the spreadsheet here to follow our breakdown below.

Tying marketing output to top line company goals.

Budget allocation across marketing channels and headcount.

The simple spreadsheet we present in this post can help you build a basic annual marketing plan, including: How do you decide what the marketing budget should be? Or given a budget, how do you assess your––and the company’s––ability to achieve your growth goals? The company sets revenue goals for the following year, and wants to allocate some budget to marketing. How do you tie the various campaigns and outcomes into one coherent marketing plan? Even more importantly, how do you tie marketing efforts, often measured by leads or MQLs, to top-line company goals, measured by revenue (MRR / ARR) and number of deals? Then comes the end of the year, and with it, financial planning. Early-stage B2B startups often run some marketing experiments, perhaps even see some initial success, but many are then unsure how to take the next step.

Building a home budget spreadsheet