Structured Approach to Marketing Budget Development PPT

This PPT slide, part of the 63-slide Marketing Plan Development Framework PowerPoint presentation, outlines a structured four-step process for building a budget, specifically within a marketing context. It emphasizes a systematic approach to budgeting that begins with clear revenue objectives and works backward to establish necessary financial allocations. The first step involves calculating transaction values and the number of transactions, highlighting the complexity of revenue analysis by product category and customer. This foundational step is crucial for developing an overall budget, especially when specific programs or offers are not yet defined.

The second step focuses on calculating lead generation requirements. This involves determining how many leads are needed to meet revenue goals, based on conversion rates from inquiries to actual sales. It suggests a general B-to-B formula that categorizes leads into distinct groups: leads, prospects, hot prospects, and closes.

The third step is deemed the most critical, as it involves determining lead generation tactics. This step answers essential questions about the sources of leads, such as trade shows, telemarketing, and existing customer referrals. It also prompts consideration of the expenses and revenues associated with these tactics, ensuring that budget allocations are aligned with expected outcomes.

Finally, the fourth step is about planning programs, which ties the previous steps together by outlining specific actions to be taken. This structured approach not only clarifies the budgeting process, but also ensures that all aspects of lead generation and revenue generation are strategically aligned. For any organization looking to refine its budgeting process, this slide serves as a practical guide to developing a robust marketing plan.

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