Deck types / Marketing

Marketing

A marketing deck ties spend to pipeline. Every channel gets a number going in and a number expected out.

The structure

1. 1

   Objective

   The business goal this plan serves, as a number.

2. 2

   Audience

   Who we reach, where they already are.

3. 3

   Positioning

   The message, in the words the campaign will use.

4. 4

   Channels

   Each channel with budget in and expected pipeline out.

5. 5

   Calendar

   Campaigns on a timeline, launches marked.

6. 6

   Budget

   Total spend, split by channel, against last period.

7. 7

   Measurement

   The metrics reviewed and the cadence of review.