![]() By keeping an opportunity target in your budget you can easily multiply by your average ACV to indicate the amount of pipeline you'll drive. When you send that $100K invoice over to your CFO for approval, I'll bet she asks you what the potential ROI is. ![]() Setting opportunity targets in your budget may seem like overkill, but I think it's the most clear way to forecast potential ROI. By lining the spend on your tactics up with channels, you can analyze the ROI by lead source or campaign type, so long as those categories are aligned to a channel format. Simply add rows to customize this for your team. The channels I've included in the template are typical for SaaS marketing teams, but probably not exhaustive. Easily communicate with partners in finance and executive leadership on what you plan to spend (budget), how much you have firmly committed (forecast), and what has actually been spent.Forecast the ROI on every dollar you spend.Understand how your money is being spent in channels for easier ROI analysis.The template I've created helps with the following: The purpose of Marketing Operations is to make smarter bets with the marketing budget by leveraging insightful analysis and strategic planning It allows me to assist in big buying decisions, and stay close to important financial metrics like CAC, ROI, and Magic Number. For this reason, in my past marketing ops roles I have always been excited to "own" the marketing budget and manage the relationship with finance. It takes strategic planning, insightful data + analysis on what's working well, and a little magic to make the right budget moves to help your marketing efforts scale. When I boil it all down, I believe that the whole point is to help the entire marketing group make smarter bets with our marketing budget. Recently at the Indy Marketing Leader's event, I discussed what marketing ops means to me. It's budget season - and since I've received a few questions from clients and friends lately, I decided to put together a budget template for SaaS Marketing Operations.
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