Growth plan
A written plan that says which channels to run, how much to spend on each and what a qualified lead is allowed to cost.
A cost per lead means little until you know how many leads become deals and what a deal is worth. So we start in your CRM and finance figures, not in the ad platforms. Then we check what each channel has produced so far and what five competitors run. Channels come last, chosen against those numbers.
For Founders, heads of marketing and VPs of growth at B2B software, services and product companies who have to set or defend a marketing budget.
You need this when
- 01
Your marketing budget is last year’s figure, adjusted by feel.
- 02
Every channel reports success, and pipeline hasn’t moved.
- 03
Nobody can say what a qualified lead is allowed to cost.
What’s included.
Unit economics
The highest cost per lead and per qualified lead your margin can carry, at your close rate and sales cycle.
Channel choice
Which of Google, Microsoft, ChatGPT, Meta and TikTok Ads, SEO and GEO match how your buyers search, and which to leave out.
Budget split
Spend by channel and by month, with a test budget held back and a written rule for moving money to channels that bring qualified leads at or under target cost.
Funnel targets
A target for each stage: click, lead, qualified lead, opportunity and closed deal.
Competitor scan
The channels, offers and messages five competitors run, read from public ad libraries and search results.
Test roadmap
The first tests in priority order, each with a hypothesis, a budget and the result that would make us stop or scale it.
How it runs.
A Sprint of 1–4 weeks, depending on how many channels and markets the plan covers.
- 01 · Numbers
We take deal values, close rates and cycle length from your CRM, and margin and current spend from finance.
- 02 · Audit
We review your ad accounts, analytics and CRM to see what each channel has produced and how far the tracking can be trusted.
- 03 · Draft
We draft the channels, budget split and stage targets, and walk you through the reasoning.
- 04 · Agree
You approve the targets in writing, and they become the measure for every weekly report.
Deliverables
- Unit economics sheet with allowable cost per qualified lead
- Channel plan with the reason each channel is in or out
- Budget by channel and month
- Funnel targets agreed in writing
- Competitor ad scan
- 90-day plan with the test roadmap
Works with
What buyers ask.
We already have a budget. Why pay for a plan?
Because the plan tells you what the budget should buy. If the numbers say a qualified lead can cost more than you pay now, or must cost less, you see it before the quarter starts, not after it ends.
What if our CRM data is incomplete?
We use what you have, mark which figures are estimates and where they came from, and list the tracking fixes the next version of the plan needs.
Do we have to hire you to run it?
No. We write the plan so anyone can run it, with the reasoning shown for each decision. If you want us to run it, it becomes the brief.
Pairs well with
Tracking from first click to closed deal, with CRM stages sent to ad platforms.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.