🕵🏻♂️ Full-funnel marketing strategy (w/template)
How to do a holistic overview of full-funnel marketing strategy and key marketing and sales operations, and adjusting it to new regions or verticals
Q4 usually brings 2 things: doubling down on hitting annual revenue targets and planning marketing strategy for the next year.
Every year we sit down with
and to do a holistic overview of our full-funnel strategy using this template.
Today we are going to share:
Full-Funnel Marketing Strategy overview template and guidelines to use it
20 questions to revamp your GTM strategy
How to adjust your strategy to new regions or verticals
GET ACCESS TO A NEW FULL-FUNNEL ABM 2.0 COURSE
What's included with the course access:
12 modules covering step-by-step ABM strategy development: goal decomposition, ICP, account list building, ABM team, warm-up and activation playbooks, reporting, scaling ABM and building a cohesive ABM & demand gen function.
Short explanation videos and "how to" examples. We believe it's better one time to see a practical example then listen to the theory hundreds of times.
5 orchestrated and ready-to-use ABM playbooks and a detailed explanation
Report dashboard for 4 types of ABM programs: new revenue, pipeline acceleration, expansion and churn prevention
Live case studies and examples of the campaigns we implemented with the clients of Fullfunnel.io in the past few years
17 templates to simplify your ABM strategy launch: ICP, revenue analysis, intent data tracking, account warm-up cadence, customer research, account scoring and prioritization, ABM budget planning and forecasting, account planning, reports, personalized offers, and many more.
Planning & Presenting a Pilot ABM Program to Execs and Sales Framework
Minimal viable stack recommendation and guidelines on how to use it to avoid ramping up budget and being pressured to show ROI for the purchased $50k software
Full-Funnel Marketing Strategy Template
Below are the key areas we review, but before we’ll dive deeper, a few notes about the template.
In the column +/x we mention if we do this particular activity or no. In the next column, we write notes or answers to the questions. Last column is all about prioritizing areas you need to focus on. We put high, medium or low priority.
The key goal of this exercise:
Define the key areas of your GTM strategy and regularly evaluate them.
What can be done better?
What is missed?
Where should we double down or focus more?
GOALS & CHALLENGES.
Business goals: How are they defined?
Business challenges
Marketing goals
Marketing challenges
Sales challenges
NEW INITIATIVES
What do you want to achieve with the new initiative?
Where do you need help?
What skills do you need to launch it?
TEAM
What skills do we have in our team?
Do we have an internal alignment?
Are the jobs-to-be-done and responsibilities defined properly?
Do we have clear SOPs and workflows for every program we are running?
Do we need to upskill our team?
Useful resource:
STACK
What technology do we have?
Are we using it to a whole potential?
Who regularly uses it?
GTM Strategy
*Read our complete guide here: https://fullfunnel.io/gtm-strategy/
Almost each of the pillars below we have covered in one of our resourced, so I’ll be linking them.
Target markets and segments
Partnerships
Role of marketing
3 main competitors
How do competitors beat us?
Where do we overcome competitors?
Reporting: key reports and metrics
Budgeting
AWARENESS AND DEMAND GENERATION
Content creation workflow with SME
Content calendar
Content distribution plan
Demand gen ads
Social engagement
Podcast
Webinars
Field events
Newsletter
DEMAND CAPTURING
Retargeting
Content hubs & buyer enablement
Intent data tracking
Playbooks with sales algined with the intent level
SALES
Territory planning and account prioritization
Product knowledge by sales
Prospecting routine
Bottlenecks and dropoffs in the sales process
Social selling
Collaboration with marketing (1-5).
Help they want to get from marketing
CLIENT SUCCESS
Onboarding
Customer interviews
Expansion insights (how they collect)
Case studies / testimonials (how they collect and create)
ABM (Account-based marketing)
Current stage and experience
Account qualification
Account segmentation
Account research
Account development playbook
FRICTION POINTS IN THE BUYING PROCESS
Clear pricing or price estimate
Simplified inquiry form
Lead routing
Product overview / Sandbox
Buyer enablement
The next step is running new logos’ revenue goal decomposition through account tiers which I’ll cover below.
Drive pipeline THIS quarter with a full-funnel ABM programs.
If any of these challenges sound familiar:
You are aligned in theory with sales but don’t do anything in practice aside from receiving wish lists from sales and sharing with them your marketing plan. In reality, you work in silos and miss the revenue targets and are being pressured by your executives.
You understand that your marketing and sales playbook is broken (mqls, gated content) but despite many attempts you don’t know how to fix it
Your outbound, paid ads and organic pipeline drastically decreased while CAC increased mostly because most of your market is problem unaware and not buying.
You lack brand awareness among target accounts and sales can’t get even a reply.
You clearly see that you're already behind your revenue targets
We can help.
We'll develop a custom full-funnel ABM strategy aligned with your resources, budget and stack and execute it together to drive results THIS quarter.
New logos’ program planning: $1mln target
20 questions to revamp your GTM strategy
Here is a list of questions we use to facilitate the work on the strategy overview.
1/ How did we grow in the first 6 months: what programs and channels generated pipeline and revenue?
2/ How are revenue metrics looking across different geo markets, segments and clusters:
win rates
ACV
sales cycle length
churn rate
sales opportunities
3/ What markets and segments should we prioritize and focus on more?
4/ What is our sales pipeline velocity and how it is aligned with the revenue targets?
5/ What is the breakdown of our revenue between new logos, existing pipeline, renewals and expansion?
6/ How should we re-allocate revenue targets between these motions to hit revenue targets in the 2nd half of 2024?
7/ What clients have expansion potential?
How much revenue can we expect?
Which accounts should we prioritize?
What programs can we run to upsell/cross-sell?
8/ What were the channels and programs that drove the top 5 deals by revenue and the top 5 fastest deals? Can we double down on them?
9/ What are the firmographics, technographics and use cases of these accounts? Can we update our ICP based on these insights?
10/ Who was involved in the purchasing decision of these top 10 deals?
Their roles?
Jobs to be done and KPIs?
When did they join the buying process?
What questions did they have?
What influenced their decision?
What triggered their buying process?
11/ How can we use these insights and refine our marketing programs and marketing message?
12/ What were the channels and programs that drove non-ICP / low quality opportunities? How can we refine them and improve lead quality?
13/ What were the lost reasons for recent 10 opportunities? What are the patterns and the root reasons?
14/ How can we fix the identified root bottlenecks?
15/ How well has our content performed across different channels?
What articles had the highest on-page time?
What articles attracted the target accounts?
What social posts drove conversations with the target accounts?
16/ Are we aligned with the sales team on the targets, priority programs, ICP, and metrics?
Watch this episode about joint marketing and sales planning.
17/ Are our core marketing processes operationalized, or are they more like "random acts of marketing"? Do we have a marketing calendar?
18/ How can we improve our collaboration with sales?
19/ What are the friction points we have in our marketing and sales, and how can we remove them?
20/ How can we improve our warm-up and activation programs? What experiments can we try?
Adjusting your GTM strategy to new regions or verticals
A lot of GTM teams have an ambition to accelerate growth by penetrating into new markets orverticalsl. Quite often, the repeat the most common mistake:
Trying to replicate what works on the domestic market without adjusting it to the reality of a new one.
Here is why what worked for marketing in one region often fails in others.
Marketing teams often try to replicate successful programs by:
Creating a program vault with all assets (landing pages, content, ads, creatives)
Localizing or asking a regional team to replicate the program
Set up the same expectations and targets as for the initial program.
They often ignore the fact that:
Every market has a different brand awareness level, competition, cultural differences.
Every regional team has a completely different skill set and different GTM challenges.
As a result:
The message might not resonate with the target buyers.
The program might not be fully adopted by a regional team just because it feels completely misaligned with their currneeds.eeds
You can’t give an amateur who started a gym the same program as the “big muscles guy” currently has because it worked.
The form and sport background (aka skill set), health (aka GTM challenges), body and many other factors are completely different.
Instead, you adjust the program to the current level of your newbie to help him to achieve a new physical or health milestone.
Same in marketing.
Instead of duplicating programs, create centralized playbooks that help to adjust what worked to a new market. Or create a new program aligned with the current market challenges, needs and skillset of your team.
In the early beginning of my marketing career, I made this mistake several times.
I gave frameworks to regional teams or tried to replicate it in a new vertical, and left wondering why it didn't work as expected.
The lesson that I learned the hard way:
Don't try to catch salmon the way you are catching the tuna (examples are influenced by Spain 😁)
Create a framework that helps you to catch up the fish that lives in the pond you're going to under certain weather circumstances and the fish behavior.