B2B Growth Strategy & Forecast Template

I know many are going into 2024 planning season so wanted to share something I’ve built that’s been helpful for me to hyper-focused growth strategy along with the associated programs, campaigns, budgets and targets.

What is it?

The B2B Growth Strategy & Forecast template is a tool to help you drive the growth strategy for your team. It’s designed help you make an accurate estimate for how you will hit your goals and build confidence in the plan. The template is meant to be customized by program based on your company, budget and team.

Why did I create it?

• Helps build cross-team alignment - I’ve found this is really hard to do if you’re not aligned with other teams OR if your team is building their own plans in isolation. This helps get everyone on a level playing field AND identify where the team will take bigger swings.
• Provide a forecast (and associated goals) that is centered on reality - You get a new goal from the exec team or finance — and a lot of teams just end up saying yes. This helps you avoid that situation by taking a structured approach to planning. This also allows for your team to build their plans from the bottom up to ladder up to your overall goal.
• Keeps you and your team sane - Not having a plan on what will happen is a good way to burn yourself out. Keep your team and folks around you grounded in the most important projects that the team is most confident about to set goals around.

How does it work?

🏗️ This document is meant to be customized to your exact needs as a program, campaign and tactic level. I’ve built the formulas that you will enter your own inputs for.

📈 Each program has it’s own area on the ‘Growth Model’ tab. In each area, I’ve listed out campaign ideas and tactics that have worked very well for me in the past to drive results as a starting point.

✏️ In each of the sections on the ‘Growth Model’ tab, each team member should then list out their initiatives, projects and areas they will focus on driving growth providing an estimated lift per quarter and the cost associated. The template also takes into account your existing program and run rate on expenses.

📊 The ‘Program Summary & Budget’ tab then rolls everything into tables for your budget and your teams’ goals by program and also breaks down your key metrics for YoY growth rate, volume goal, program budget and your target “cost per” across all channels.