B2B营销人员年度计划指南（英文版）.pdfVIP

用户上传 更多免费报告请查看研报客 e B2B Marketer’s Guide To Annual Planning Generating Revenue Plans and Approaching Marketing Like An Investment Manager 用户上传 更多免费报告请查看研报客 Introduction In this ebook we provide a framework for approaching annual planning. Each year marketing leaders must define a marketing strategy and set a budget. Typically the process includes aligning to corporate objectives to define a target revenue goal, and then working backwards to understand how much revenue should be generated each month to reach the broader goal. While this pro- cess is valid there are new and better ways to approach annual planning. This guide walks you through a modern approach to annual planning, one that utilizes current technologies around revenue Chapter 1: Overview of Marketing prediction. This enables you to approach marketing like an invest- ment manager by focusing on what will happen in the future. Annual Planning Revenue planning is the process of creating a marketing plan that is closely connected to revenue. It’s a marketing strategy where every dollar of investment is accountable to revenue. Marketing leaders who gain the full picture of how their investments turn The first step in annual planning is to identify Choosing the correct leading indicators and into pipeline and revenue are better positioned to manage their the core objectives of the company. This al- success metrics ensures that marketing has teams and budgets throughout the year. They can manage ac- lows you understand the role of marketing in a way to track progress throughout the year cording to revenue and plan according to predicted revenue. the b