Marketing Goal Analysis 361

Marketing Planning Spreadsheet
This simple, yet powerful tool, is designed to aid you in your marketing planning efforts. It is comprised of 17 separate
worksheets. All are accessible from this Main Page. You can navigate back to this Main Page with the buttons located in
the upper right and/or left corner of each worksheet. Very little data entry is required on your part to completely develop
your detailed plan. Simply look for the areas outlined in red as they indicate the items requiring data entry by you. Enjoy!
7/29/2013
Back to Main Page
Marketing Goal Analysis

Enter Lines 1-7 and lines 8-20 will self calculate.
Determine your goals by completing this section:
$10
1%
$1
1%
1%
1%
1. Enter your annual sales goal:

2. Enter the percentage you will spend on advertising/marketing:
3. Enter your average sale per job:
4. Enter your sales closing ratio percentage:
5. Enter your lead cancellation percentage (before appointment is run):
6. Enter your job rescission/finance rejection percentage:
7. Enter the number of people on your sales team:
Your Marketing Analysis for the the year is:
$10
$10
9.9
0.2
999
19.2
3.8
19.2
3.8
$0
1%
$0
$0
8. Your sales goal for this year is:

9. Your production volume will approximately be (after rescission):
10. You should complete this many jobs this year (after rescission):
11. You should complete this many jobs per week (after rescission):
12. You should generate this many qualified leads this year:
13. You should generate this many qualified leads per week (52 wk. avg.):
14. You should generate this many qualified leads per day (5 days):
15. The number of leads each salesperson will need per week (52 wk. avg.):
16. The number of leads each salesperson will need per day (5 days):
17. Your available marketing dollars, based on your sales goal will be:
18. Your marketing percentage, based on yearly your production goal will be:
19. Your marketing dollars spent per lead generated will be:
20. Your marketing dollars spent per job completed will be:
Note: If your production volume is not at your desired level due to cancellations, adjust your sales goal in Item 1.
Courtesy of:
2005, Advanced Mktg. Concepts
All Rights Reserved.
www.marketsharp.com
7/29/2013
Back to Main Page
Back to Main Page
Annual Marketing Budget by Month

January
MonthlySales Goal
$0.60
6%
Enter % of Yearly Total

Leads Required
Marketing Budget
Totals
Under Marketing Budget
Over Marketing Budget
$0.80
8%
70
April
$1.00
10%
80
May
$1.00
10%
100
June
$0.90
9%
100
July
$0.70
7%
90
August
$0.80
8%
70
September
$0.90
9%
80
October
$1.00
10%
90
November
Totals
$0.70
$10.00
$0.90
9%
100
December
7%
90
100.00%
70
999
10
$0.01
$0.01
$0.01
$0.01
$0.01
$0.01
$0.01
$0.01
$0.01
$0.01
$0.01
$0.01
$0.10
(Enter Monthly
Campaign Totals)
Yellow Pages
Newspaper
Home Shows
Inserts
Repeat
Direct Mail
Referrals
Unsold Lead Follow-up
TV
Radio
Future Int.Campaigns
Shared Mail
Telemarketing
Misc 1
Misc 2
Misc 3
Misc 4
Misc 5
Misc 6
Misc 7
Misc 8
Misc 9
Misc 10
March
$0.70
7%
60
Sales Required
Media/Campaign Sources
February
(Enter Monthly
Campaign Totals)
(Enter Monthly
Campaign Totals)
(Enter Monthly
Campaign Totals)
(Enter Monthly
Campaign Totals)
(Enter Monthly
Campaign Totals)
(Enter Monthly
Campaign Totals)
(Enter Monthly
Campaign Totals)
(Enter Monthly
Campaign Totals)
(Enter Monthly
Campaign Totals)
(Enter Monthly
Campaign Totals)
(Enter Monthly
Campaign Totals)
Yearly Campaign
Totals
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
0
0
$0.00
0
0
$0.00
0
0
$0.00
0
0
$0.00
0
0
$0.00
0
0
$0.00
0
0
$0.00
0
0
$0.00
0
0
$0.00
0
0
$0.00
0
0
$0.00
0
0
$0.00
$0.00
$0.00
Courtesy of:
www.marketsharp.com
7/29/2013
Back to Main Page
Annual Sales Goal
January; $0.60
February; $0.70
March; $0.80
April; $1.
Month
May; $1.0
June; $0.90
1
July; $0.70
August; $0.80
September; $0.90
October;
November; $0.90
December; $0.70
Courtesy of:
www.marketsharp.com
7/29/2013
Back to Main Page
Back to Main Page
Actual Marketing Expenditures by Month

Use this sheet to record actual
expenses incurred throughout the year.
Use these figures to help calculate your
actual cost per lead and cost per sale.
January
February
March
April
May
June
July
August
September
October
November
December
Totals
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Enter Your
Actual
Expenditures
Yearly
Expenditures
Yellow Pages
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Newspaper
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Home Shows
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Inserts
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Repeat
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Direct Mail
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Referrals
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
TV
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Radio
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Shared Mail
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Telemarketing
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Misc 1
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Misc 2
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Misc 3
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Misc 4
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Misc 5
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Misc 6
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Misc 7
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Misc 8
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Misc 9
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Misc 10
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Totals
Courtesy of:
www.marketsharp.com
7/29/2013
Back to Main Page
Actual vs. Budget by Month

Simply enter your actual sales figures for each month in the fields outlined in red. This spreadsheet will
then self-calculate your actual vs. budget comparisons from the other worksheets.
January
February
March
April
Budget
Actual
Variance
Budget
Actual
Variance
Budget
Actual
Variance
Budget
Actual
Variance
Monthly Sales
$0.60
$0.00
-$0.60
$0.70
$0.00
-$0.70
$0.80
$0.00
-$0.80
$1.00
$0.00
-$1.00
Marketing Budget
$0.01
$0.00
-$0.01
$0.01
$0.00
-$0.01
$0.01
$0.00
-$0.01
$0.01
$0.00
-$0.01
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Yellow Pages
Newspaper
Home Shows
Inserts
Repeat
Direct Mail
Referrals
TV
Radio
Shared Mail
Telemarketing
Misc 1
Misc 2
Misc 3
Misc 4
Misc 5
Misc 6
Misc 7
Misc 8
Misc 9
Misc 10
Totals
Courtesy of:
Page: 6
www.marketsharp.com
7/29/2013
May
June
July
August
September
Budget
Actual
Variance
Budget
Actual
Variance
Budget
Actual
Variance
Budget
Actual
Variance
Budget
Actual
Variance
$1.00
$0.00
-$1.00
$0.90
$0.00
-$0.90
$0.70
$0.00
-$0.70
$0.80
$0.00
-$0.80
$0.90
$0.00
-$0.90
$0.01
$0.00
-$0.01
$0.01
$0.00
-$0.01
$0.01
$0.00
-$0.01
$0.01
$0.00
-$0.01
$0.01
$0.00
-$0.01
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
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$0.00
$0.00
$0.00
$0.00
$0.00
Courtesy of:
Page: 7
www.marketsharp.com
7/29/2013
Back to Main Page
October
November
December
YTD Totals
Budget
Actual
Variance
Budget
Actual
Variance
Budget
Actual
Variance
Budget
Actual
Variance
$1.00
$0.00
-$1.00
$0.90
$0.00
-$0.90
$0.70
$0.00
-$0.70
$10.00
$0.00
-$10.00
$0.01
$0.00
-$0.01
$0.01
$0.00
-$0.01
$0.01
$0.00
-$0.01
$0.10
$0.00
-$0.10
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
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$0.00
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$0.00
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$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
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$0.00
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$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Courtesy of:
Page: 8
www.marketsharp.com
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January Monthly Planner

Your January Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$0.60
Percent of Annual Goal:
6%
# of Leads Goal:
60
# of Sales Goal:
Marketing Budget:
$0
Describe Your Marketing Strategies For This Month
Describe Your Specific Tactics/Campaigns Planned

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Enter your tactic/campaign here!
Courtesy of:
www.marketsharp.com
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February Monthly Planner

Your February Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$0.70
7%
# of Leads Goal:
70
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com
Back to Main Page
March Monthly Planner

Your March Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$0.80
8%
# of Leads Goal:
80
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com
Back to Main Page
April Monthly Planner

Your April Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$1.00
10%
# of Leads Goal:
100
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com
Back to Main Page
May Monthly Planner

Your May Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$1.00
10%
# of Leads Goal:
100
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com
Back to Main Page
June Monthly Planner

Your June Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$0.90
9%
# of Leads Goal:
90
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com
Back to Main Page
July Monthly Planner

Your July Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$0.70
7%
# of Leads Goal:
70
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com
Back to Main Page
August Monthly Planner

Your August Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$0.80
8%
# of Leads Goal:
80
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com
Back to Main Page
September Monthly Planner

Your September Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$0.90
9%
# of Leads Goal:
90
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com
Back to Main Page
October Monthly Planner

Your October Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$1.00
10%
# of Leads Goal:
100
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com
Back to Main Page
November Monthly Planner

Your November Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$0.90
9%
# of Leads Goal:
90
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com
Back to Main Page
December Monthly Planner

Your December Goals (from your Monthly Breakdown Worksheet)
Sales Goal:
$0.70
7%
# of Leads Goal:
70
# of Sales Goal:
Marketing Budget:
$0

Tactic/Campaign
Date(s)
Staff
Result
Grade
(AF)
Notes
Courtesy of:
www.marketsharp.com

Marketing Goal Analysis 361

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Marketing Goal Analysis 361

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Marketing Planning Spreadsheet

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