Leadership
A plan with 14 priorities has none.
How to translate annual goals into a few core bets, distribute them quarterly, and track month by month, without letting it become a forgotten document.
PDF guide (30 pages) + Excel spreadsheet · Free
The guide and spreadsheet are currently in Portuguese.
Who it is for
- Your annual plan is just a list of marketing channels and holiday dates.
- The budget is split evenly or based on whatever was spent last year.
- No one remembers the plan by March.
- Marketing and sales have misaligned targets.
- There are no quarterly reviews.
What you get
The PDF guide
30-page PDF guide with an end-to-end walkthrough: Plan Architecture · Starting Point · Customer & Value Proposition · Goals · Strategic Bets · Channels · Budget · Campaigns & Calendar · Governance · From Year to Month and the One-Page Plan · Approval & First 90 Days. Concludes with a one-page summary, common pitfalls, a glossary, and an onboarding checklist.
The Excel spreadsheet
Excel spreadsheet with 10 linked tabs, pre-filled with an example (Lumina, a fictitious corporate training company): Starting Point · Goals & Funnel · Bets · Channels · Budget · Campaigns · Calendar · Tracking · Dashboard · Rituals & Decision-Making. Swap the yellow cells with your data and the rest calculates automatically, complete with green, yellow, and red status indicators.
How to use it
- 1
Choose up to 3 core bets
tied directly to revenue targets, explicitly stating what stays off the table.
- 2
Allocate budget by quarter
based on the weight of each bet and the seasonality of demand.
- 3
Review monthly
the monthly plan outlines what moves forward, what changes, and what stops.
What changes in your business
The plan stops being a forgotten file and becomes the decision-making roadmap for the year, with budget tied to results and quarterly reviews.
Frequently asked questions
How many priorities should a marketing plan have?
Few. The kit recommends a maximum of three bets per period, each with a goal, an owner, and what gets left out.
How should you allocate the marketing budget throughout the year?
Based on the weight of each bet and demand seasonality, not evenly split or based on the prior year.
Annual, quarterly, or monthly plan?
All three, connected: the year sets the bets, the quarter sets budget and goals, and the month drives action.
Other tools on this front
Free material
Where does your growth stall?
A practical 60-minute diagnostic to run with your leadership team. Walk away with your bottleneck, the evidence, and a 7-day plan.