Marketing Plan Worksheet

Lead Generation - New System & Cross Product Sales Date Last Updated:
Jan-13
Reach and
Goals
Activity Description Notes
Completio
n Date
# Net New
Advertising Example 1 Campaign Just an example 1/10 15,000
Seminar Example 2 Campaign Just another example
1/20 4,000
Total 19,000
Activity Description Notes
Completio
n Date
# Net New
Advertising Example 1 Campaign Just an example
2/10 15,000
Total 15,000
Activity Description Notes
Completio
n Date
# Net New
Advertising Example 1 Campaign Just an example
3/10 15,000
Seminar Example 2 Campaign Just another example
3/20 4,000
Total 19,000
Mar-13 Reach and Goals
Feb-13 Reach and Goals
Apr-13 Reach and Goals
Activity Description Notes
Completio
n Date
# Net New
Advertising Example 1 Campaign Just an example
5/10 15,000
Total 15,000
Activity Description Notes
Completio
n Date
# Net New
Advertising Example 1 Campaign Just an example
5/10 15,000
Seminar Example 2 Campaign Just another example
5/20 4,000
Total 19,000
Activity Description Notes
Completio
n Date
# Net New
Advertising Example 1 Campaign Just an example
6/10 15,000
Total 15,000
Activity Description Notes
Completio
n Date
# Net New
Jul-13 Reach and Goals
Reach and Goals
Jun-13 Reach and Goals
May-13
Advertising Example 1 Campaign Just an example
7/10 15,000
Seminar Example 2 Campaign Just another example
7/20 4,000
Total 19,000
Activity Description Notes
Completio
n Date
# Net New
Advertising Example 1 Campaign Just an example
8/10 15,000
Total 15,000
Activity Description Notes
Completio
n Date
# Net New
Advertising Example 1 Campaign Just an example
9/10 15,000
Seminar Example 2 Campaign Just another example
9/20 4,000
Total 19,000
Activity Description Notes
Completio
n Date
# Net New
Oct-13 Reach and Goals
Aug-13 Reach and Goals
Sep-13 Reach and Goals
Advertising Example 1 Campaign Just an example
10/10 15,000
Total 15,000
Activity Description Notes
Completio
n Date
# Net New
Advertising Example 1 Campaign Just an example
11/10 15,000
Seminar Example 2 Campaign Just another example
11/20 4,000
Total 19,000
Activity Description Notes
Completio
n Date
# Net New
Advertising Example 1 Campaign Just an example
12/10 15,000
Total 15,000
Nov-13 Reach and Goals
Dec-13 Reach and Goals
Example 1 Campaign
All Campaigns
Example 2 Campaign
Direct Mail
Webcast
Email
Advertising
Seminar
Telemarketing
Web
Trade Show/Event
Lead Nurturing
Other
9/4/2013
Budget
# Customers
Prospects
Goal
Closed
Goal
Budget
($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects
Actual
Cost ($)
3,221 200 5.00 $1,200 $300 $200 $500 661 211 $1,326
3,221 10 0.25 $800 $300 $300 $600 20 5 $789
6,442 210 5 $2,000 $600 $500 $1,100 681 216 $2,115
# Customers
Prospects
Goal
Closed
Goal
Budget ($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
3,221 200 5.00 $1,200 $200 $100 $300 541 189 $1,206
0.00
3,221 200 5 $1,200 $200 $100 $300 541 189 $1,206
# Customers
Prospects
Goal
Closed
Goal
Budget ($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
3,221 200 5.00 $1,200 $400 $400 $800 482 150 $1,221
3,221 10 0.25 $800 $100 $100 $200 13 5 $818
6,442 210 5 $2,000 $500 $500 $1,000 495 155 $2,039
Reach and Goals Budget Results
Reach and Goals Budget Results
Results
Results
Reach and Goals Budget
# Customers
Prospects
Goal
Closed
Goal
Budget ($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
3,221 160 4.00 $1,200 $200 $200 $400 453 164 $1,123
0.00
3,221 160 4 $1,200 $200 $200 $400 453 164 $1,123
# Customers
Prospects
Goal
Closed
Goal
Budget ($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
3,221 150 3.75 $1,200 $200 $200 399 153 $1,234
3,221 13 0.33 $800 $200 $200 20 3 $907
6,442 163 4 $2,000 $200 $200 $400 419 156 $2,141
# Customers
Prospects
Goal
Closed
Goal
Budget
($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
3,221 150 3.75 $1,200 $200 $200 $400 390 157 $1,189
0.00
3,221 150 4 $1,200 $200 $200 $400 390 157 $1,189
Budget
# Customers
Prospects
Goal
Closed
Goal
Budget
($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
Results
Results
Results Reach and Goals
Reach and Goals Budget
Reach and Goals Budget
3,221 150 3.75 $1,200 $200 $100 $300 239 145 $1,206
3,221 5 0.13 $800 $200 $200 $400 9 4 $907
6,442 155 4 $2,000 $400 $300 $700 248 149 $2,113
Budget
# Customers
Prospects
Goal
Closed
Goal
Budget
($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
3,221 150 3.75 $1,200 $300 $300 456 151 $1,223
0.00
3,221 150 4 $1,200 $0 $300 $300 456 151 $1,223
Budget
# Customers
Prospects
Goal
Closed
Goal
Budget
($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
3,221 160 4.00 $1,200 $250 $100 $350 345 158 $1,206
3,221 5 0.13 $800 $300 $300 $600 12 6 $799
6,442 165 4 $2,000 $550 $400 $950 357 164 $2,005
Budget
# Customers
Prospects
Goal
Closed
Goal
Budget
($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
Results
Results
Results
Reach and Goals
Reach and Goals
Reach and Goals
3,221 160 4.00 $1,200 $400 $400 $800 511 176 $1,198
0.00
3,221 160 4 $1,200 $400 $400 $800 511 176 $1,198
Budget
# Customers
Prospects
Goal
Closed
Goal
Budget
($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
3,221 165 4.13 $1,200 $200 $200 $400 431 166 $1,206
3,221 5 0.13 $800 $200 $200 $400 25 4 $816
6,442 170 4 $2,000 $400 $400 $800 456 170 $2,022
Budget
# Customers
Prospects
Goal
Closed
Goal
Budget
($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
3,220 170 4.25 $1,200 $300 $300 $600 712 180 $1,206
0.00
3,220 170 4 $1,200 $300 $300 $600 712 180 $1,206
Prospects
Goal
Estimate
d Close
Budget ($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
2,015 50 $14,400 $2,650 $2,700 $5,350 5,620 2,000 $14,544
Results
Results
Reach and Goals
Results
Reach and Goals
Leads vs. Estimated Budget
Prospects
Goal
Estimate
d Close
Budget ($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
48 1 $4,800 $1,300 $1,100 $2,400 99 27 $5,036
Prospects
Goal
Estimate
d Close
Budget ($)

Company
1 MDF ($)

Company
2 MDF ($)
Total
MDF ($)
Leads Prospects Cost ($)
2,063 52 $19,200 $3,950 $3,800 $7,750 5,719 2,027 $19,580
Results
Leads vs. Estimated
Close
Budget Results
Leads vs. Estimated Budget

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
$6.28 12 4 $332 Complete
$157.80 2 1 $789
Complete
$10 14 5 $423

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
$6.38 6 2 $603
Complete
$6 6 2 $603

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
$8.14 8 3 $407
Complete
$163.60 3 3 $273
Complete
$13 11 6 $340
Results
Results
Results
Results

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
$6.85 6 3 $374
Complete
$7 6 3 $374

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
$8.07 4 1 $1,234
Complete
$302.33 1
Complete
$14 5 1 $2,141

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
$7.57 9 4 $297
Complete
$8 9 4 $297

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
Results
Results
Results
$8.32 12 6 $201
Complete
$226.75 1

Complete
$14 13 6 $352

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
$8.10 5 3 $408
Complete
$8 5 3 $408

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
$7.63 10 3 $402
Complete
$133.17 3 1 $799
Complete
$12 13 4 $501

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
Results
Results
Results
$6.81 6 4 $300
Complete
$7 6 4 $300

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
$7.27 5 3 $402
Complete
$204.00 3 1 $816
Complete
$12 8 4 $506

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments Analysis
$6.70 16 6 $201
Complete
$7 16 6 $201

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments
$7 99 42 $346
Results
Results
Results

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments
$187 13 6 $839

Cost/Prospec
t

Opportunit
y
Actual
Close

Cost/Close
Comments
$10 112 48 $408
Results
Results
First Quarter Theme:
Q1 Theme
Why is this relevant to your target customer?
Second Quarter Theme:
Q2 Theme
Why is this relevant to your target customer?
Third Quarter Theme:
Q3 Theme
Why is this relevant to your target customer?
Fourth Quarter Theme:
Q4 Theme
Why is this relevant to your target customer?
DEPENDING ON THE PRODUCT, I WILL
CHOOSE QUARTERLY MARKETING THEMES.
DELETE THIS ROW.
Month Week Of Theme
Webcast Email Webcast Email Telemarketing
Net New
Program
Blog Entry (title
or # per week)
Twitter,
Facebook,
Google+
LinkedIn Groups
Other
(Slideshare,
YouTube,
Newsletter UGM Webcast
Joint
Marketing
w/ Partner
Executive
Lunches
Other Referral
Activity
Public
Speaking
Press
Meeting/
release
Website Collateral Other
31-Dec
7-Jan
14-Jan
21-Jan
28-Jan
4-Feb
11-Feb
18-Feb
25-Feb
4-Mar
11-Mar
18-Mar
25-Mar
1-Apr
8-Apr
15-Apr
22-Apr
29-Apr
6-May
13-May
20-May
27-May
3-Jun
10-Jun
17-Jun
24-Jun
1-Jul
8-Jul
15-Jul
22-Jul
29-Jul
5-Aug
12-Aug
19-Aug
26-Aug
2-Sep
9-Sep
16-Sep
23-Sep
30-Sep
7-Oct
14-Oct
21-Oct
28-Oct
4-Nov
11-Nov
18-Nov
25-Nov
2-Dec
9-Dec
16-Dec
23-Dec
30-Dec
A
p
r
i
l
M
a
y
J
u
n
e
D
e
c
e
m
b
e
r
J
u
l
y
A
u
g
u
s
t
S
e
p
t
e
m
b
e
r
O
c
t
o
b
e
r
N
o
v
e
m
b
e
r
J
a
n
u
a
r
y
Q
1
T
h
e
m
e
F
e
b
r
u
a
r
y
M
a
r
c
h
Nurture Existing
Q
2
T
h
e
m
e
Q
4
T
h
e
m
e
Q
3
T
h
e
m
e
Find New Prospects Infrastructure PR/Community Referral Activity Current Clients Social Media
THIS TAB IS FOR PLANNING SPECIFIC EVENTS. I DON'T REALLY USE THIS TAB TOO MUCH THESE DAYS, BUT IT IS STILL HELPFUL. DELETE THIS ROW.
Stage Task Details Due Date Status
Event Name 23-Dec
Complet
e
Date 21-Feb 23-Nov
Complet
e
Presenter Tommy 23-Dec
Complet
e
Develop
Content
Assigned to Tommy 23-Dec
Complet
e
Identify
Target List
CO, HI and TX customers 23-Nov
Complet
e
Locate
Venue
Web 23-Nov
Complet
e
Develop
Marketing
Message
23-Dec
Complet
e
Develop
Telemarketin
g Message
N/A 23-Dec
Complet
e
Landing
Page
Creation
7-Jan
Complet
e
1st and 2nd
Emails
Creation
7-Jan
Complet
e
Follow Up
Email
Creation
7-Jan
Complet
e
Mailer Piece
Creation
N/A 7-Jan
Complet
e
Mail Drop N/A 22-Jan
Complet
e
1st Email
Drop
31-Jan
Complet
e
Telemarketin
g
N/A 27-Jan
Complet
e
2nd Email
Drop
N/A 14-Feb
Complet
e
First Quarter
Event 1
Setup
Preparation
Phase 1
Phase 2
Venue
Confirmation
N/A 14-Feb
Complet
e
AV
Equipment
N/A 18-Feb
Complet
e
Attendee
Confirmation
N/A 20-Feb
Complet
e
Sign-In
Sheet
N/A 20-Feb
Complet
e
Name Tags N/A 20-Feb
Complet
e
Follow Up
Email Drop
22-Feb
Complet
e
Assign Leads 22-Feb
Complet
e
Event Recap
Meeting
22-Feb
Complet
e
Pre-Event
Post-Event
THIS TAB IS FOR PLANNING SPECIFIC EVENTS. I DON'T REALLY USE THIS TAB TOO MUCH THESE DAYS, BUT IT IS STILL HELPFUL. DELETE THIS ROW.
Stage Task Details Due Date Status
Event Name 11-Apr Complete
Date 10-Jun 12-Mar Complete
Presenter Clark 11-Apr Complete
Develop
Content
Assigned to Clark 11-Apr
Identify
Target List
Hawaiian Suspects, Prospects
and Customers
12-Mar
Locate Venue Plaza Club 12-Mar Complete
Develop
Marketing
Message
11-Apr
Develop
Telemarketin
g Message
11-Apr
Landing Page
Creation
26-Apr
1st and 2nd
Emails
Creation
26-Apr
Follow Up
Email
Creation
26-Apr
Mailer Piece
Creation
26-Apr
Mail Drop 11-May
1st Email
Drop
20-May
Telemarketin
g
16-May
2nd Email
Drop
3-Jun
Second Quarter
Event 2
Setup
Preparation
Phase 1
Phase 2
Venue
Confirmation
On my activity list 9-Jun Complete
AV
Equipment
Assigned to Clark 10-Jun Complete
Attendee
Cofirmation
Assigned to Don - on activity
list
9-Jun Complete
Sign-In
Sheet
Assigned to Clark - on my activity list 9-Jun Complete
Name Tags Assigned to Clark - on my activity list 9-Jun Complete
Follow Up
Email Drop
11-Jun
Assign Leads 11-Jun
Event Recap
Meeting
11-Jun
Pre-Event
Post-Event
THIS TAB IS FOR PLANNING SPECIFIC EVENTS. I DON'T REALLY USE THIS TAB TOO MUCH THESE DAYS, BUT IT IS STILL HELPFUL. DELETE THIS ROW.
Stage Task Details Due Date Status
Event Name 12-Jul
Date 10-Sep 12-Jun
Presenter 12-Jul
Develop
Content
12-Jul
Identify
Target List
12-Jun
Locate Venue 12-Jun
Develop
Marketing
Message
12-Jul
Develop
Telemarketin
g Message
12-Jul
Landing Page
Creation
27-Jul
1st and 2nd
Emails
Creation
27-Jul
Follow Up
Email
Creation
27-Jul
Mailer Piece
Creation
27-Jul
Mail Drop 11-Aug
1st Email
Drop
20-Aug
Telemarketin
g
16-Aug
2nd Email
Drop
3-Sep
Third Quarter
Event 3
Setup
Preparation
Phase 1
Phase 2
Venue
Confirmation
3-Sep
AV
Equipment
7-Sep
Attendee
Cofirmation
9-Sep
Sign-In
Sheet
9-Sep
Name Tags 9-Sep
Follow Up
Email Drop
11-Sep
Assign Leads 11-Sep
Event Recap
Meeting
11-Sep
Pre-Event
Post-Event
Stage Task Details Due Date Status
Event Name 11-Oct
Date 10-Dec 11-Sep
Presenter 11-Oct
Develop
Content
11-Oct
Identify
Target List
11-Sep
Locate
Venue
11-Sep
Develop
Marketing
Message
11-Oct
Develop
Telemarketin
g Message
11-Oct
Landing
Page
Creation
26-Oct
1st and 2nd
Emails
Creation
26-Oct
Follow Up
Email
Creation
26-Oct
Mailer Piece
Creation
26-Oct
Mail Drop 10-Nov
1st Email
Drop
19-Nov
Telemarketin
g
15-Nov
2nd Email
Drop
3-Dec
Fourth Quarter
Event 4
Setup
Preparation
Phase 1
Phase 2
Venue
Confirmation
3-Dec
AV
Equipment
7-Dec
Attendee
Cofirmation
9-Dec
Sign-In
Sheet
9-Dec
Name Tags 9-Dec
Follow Up
Email Drop
11-Dec
Assign Leads 11-Dec
Event Recap
Meeting
11-Dec
Pre-Event
Post-Event
Stage Mktg Type Goal
Create Know Website FB+LI Ads PR
Generate Like SEO Reviews Traditional Ads
LinkedIN Q &A Quotes Direct Mail
Blogging Networking Tradeshows
Speaking Surveys Lumpy Mail
Webinars Contests Knocks
Knowledge Banner Ads Tele-Discovery
Vision Sponsorships YouTube
Pop Up Shops Slideshare
Establish Like Newsletter Target Direct Mail Conversations (phone &
F2F)
Begin to Build Trust Webinars Testimonial Stories &
video
Educational email series
1:1 Offers Twitter Group Entertain-ment
Value Content Blogging Reviews
Brand Elements Slideshare
Seminars YouTube
(educational) Talkable Gimmick
Establish Trust Case Statement Trials (audits, estimates,
reviews)
Begin to get trial or
buy
Success Stories Sales Presentation LinkedIn
Company Story White Papers Twitter
Samples 1:1 Entertainment Facebook
Proof Items Blogging
Starter Offers
Get paid trials Paid Trial Affiliate Referral Platform Cust. Bill of Rights
Perfect Intro Customer Portal Welcome/Orientation
Seminar Sales Procs Review Mailing List Registrations
Set stage for repeat
purchase & referrals
Welcome Kit
Cust. Newsletter
Repeat purchase All of above in customer + Pass-on offers
Get Referrals Surveys Door Hangers
Pass Along Cards Joint Marketing Co-branded Microsite
Referral Incentives Advisory Board Joint Networking
Pass-on offers Live Testimonials
Bill Stuffers Video Testimonial
Lead - Move
Lead to
Customer
Sales Process
Brand Elements
(responsiveness,
educational)
Tactics
Suspect -
Move Suspect
to Prospect
Net New
Marketing
Prospect -
Move
Prospect to
Lead
Nurture
Marketing
Evangelist Referral
Marketing
Programs
Create ongoing
referrals
Customers Groups
(Advisory, Practical,
Networking)
Have customers
purchase
Customer -
Gain repeat
purchases &
referrals
Current
Customer
Marketing
Sat. Customer Customer
Delight
Programs
Add-On Webinar/Seminar