https://plotgtm.com/blogGuides to go-to-market planning and marketing budgeting.en https://plotgtm.com/blog/marketing-touchpoints-planninghttps://plotgtm.com/blog/marketing-touchpoints-planningSun, 25 Oct 2026 12:00:00 GMTAlexander StorozhukThere is no magic touchpoint number. Define interactions, separate attempts from engagement, map buyer tasks and measure progression, not repetition. https://plotgtm.com/blog/product-lifecycle-marketing-allocationhttps://plotgtm.com/blog/product-lifecycle-marketing-allocationSun, 25 Oct 2026 12:00:00 GMTAlexander StorozhukWhat should change in marketing allocation at launch, growth and maturity: use lifecycle stages to ask better questions, then fund tasks backed by evidence. https://plotgtm.com/blog/remove-a-channel-from-gtm-planhttps://plotgtm.com/blog/remove-a-channel-from-gtm-planSat, 24 Oct 2026 12:00:00 GMTAlexander StorozhukCutting PPC, PR, content or email removes functions, not just a cost line. Separate real savings from released capacity, model substitutes and lost contribution. https://plotgtm.com/blog/local-national-international-gtmhttps://plotgtm.com/blog/local-national-international-gtmSat, 24 Oct 2026 12:00:00 GMTAlexander StorozhukMoving from a local to a national or international GTM reopens acquisition cost, conversion, localization, margin, resources and cash timing. A checklist. https://plotgtm.com/blog/demand-capture-vs-demand-creationhttps://plotgtm.com/blog/demand-capture-vs-demand-creationFri, 23 Oct 2026 12:00:00 GMTAlexander StorozhukBudget for buyers in market now and future buyers with a dual-track plan: separate revenue coverage from future-demand investment, scorecards and reviews. https://plotgtm.com/blog/sales-cycle-and-marketing-mixhttps://plotgtm.com/blog/sales-cycle-and-marketing-mixFri, 23 Oct 2026 12:00:00 GMTAlexander StorozhukHow sales-cycle length should change channel roles, content, follow-up and evaluation windows, with short-cycle and long-cycle B2B GTM scenarios. https://plotgtm.com/blog/six-month-gtm-planhttps://plotgtm.com/blog/six-month-gtm-planThu, 22 Oct 2026 12:00:00 GMTAlexander StorozhukBuild a six-month GTM plan that separates observations from assumptions, uses an assumption register, decision gates and a consistent reforecasting process. https://plotgtm.com/blog/paid-acquisition-costs-too-muchhttps://plotgtm.com/blog/paid-acquisition-costs-too-muchThu, 22 Oct 2026 12:00:00 GMTAlexander StorozhukWhen paid CAC exceeds what you can afford, diagnose first: verify measurement, locate the gap, then improve the funnel, offer, margin, retention or channels. https://plotgtm.com/blog/funnel-forecast-targets-vs-evidencehttps://plotgtm.com/blog/funnel-forecast-targets-vs-evidenceWed, 21 Oct 2026 12:00:00 GMTAlexander StorozhukSeparate targets, observations and assumptions in a funnel forecast with an assumptions register, consistent confidence levels and sensitivity analysis. https://plotgtm.com/blog/cpc-to-cac-conversion-stepshttps://plotgtm.com/blog/cpc-to-cac-conversion-stepsWed, 21 Oct 2026 12:00:00 GMTAlexander StorozhukWhy a cheap click or lead can still produce an expensive customer: separate click-to-lead and lead-to-customer conversion, then add the full acquisition cost. https://plotgtm.com/blog/established-demand-vs-new-marketshttps://plotgtm.com/blog/established-demand-vs-new-marketsTue, 20 Oct 2026 12:00:00 GMTAlexander StorozhukCapturing established demand and developing demand for an unfamiliar solution need different hypotheses, channels, funnels, budgets and scorecards. https://plotgtm.com/blog/map-marketing-channels-to-revenue-levershttps://plotgtm.com/blog/map-marketing-channels-to-revenue-leversTue, 20 Oct 2026 12:00:00 GMTAlexander StorozhukConnect each marketing activity to the lever it can move — leads, conversion, order value, repeat purchases or margin — and label the evidence behind it. https://plotgtm.com/blog/affordable-customer-acquisition-costhttps://plotgtm.com/blog/affordable-customer-acquisition-costTue, 20 Oct 2026 12:00:00 GMTAlexander StorozhukDerive an affordable CAC ceiling from period revenue, gross margin, post-sale costs, retained contribution, payback and cash, then turn it into a media CPL limit. https://plotgtm.com/blog/revenue-goals-vs-marketing-targetshttps://plotgtm.com/blog/revenue-goals-vs-marketing-targetsSat, 17 Oct 2026 12:00:00 GMTAlexander StorozhukWhy a $6M revenue goal and a $1.73M marketing scenario can both be right, how gap coverage differs from attainment, and how to reconcile the gap. https://plotgtm.com/blog/average-order-value-vs-purchase-frequencyhttps://plotgtm.com/blog/average-order-value-vs-purchase-frequencyFri, 16 Oct 2026 12:00:00 GMTAlexander StorozhukEqual percentage gains in average order value and purchase frequency move revenue equally. Contribution, interactions and timing decide which lever wins. https://plotgtm.com/blog/what-your-marketing-budget-pays-forhttps://plotgtm.com/blog/what-your-marketing-budget-pays-forThu, 15 Oct 2026 12:00:00 GMTAlexander StorozhukA complete marketing budget funds people, tools, retention and media. A worked example, a template without hidden categories and three budget views. https://plotgtm.com/blog/peso-budget-around-business-goalhttps://plotgtm.com/blog/peso-budget-around-business-goalWed, 14 Oct 2026 12:00:00 GMTAlexander StorozhukBuild a PESO budget from the business goal: customer requirements, barriers, a job for each category, full costs, constraints and rules for reallocation. https://plotgtm.com/blog/percentage-of-revenue-marketing-budgethttps://plotgtm.com/blog/percentage-of-revenue-marketing-budgetTue, 13 Oct 2026 12:00:00 GMTAlexander StorozhukWhen a percentage-of-revenue marketing budget is a useful guardrail, when it becomes a growth constraint, and a checklist before you rely on it. https://plotgtm.com/blog/more-leads-or-better-conversionhttps://plotgtm.com/blog/more-leads-or-better-conversionMon, 12 Oct 2026 12:00:00 GMTAlexander StorozhukCompare a lead-volume bet with a conversion bet on incremental contribution: full costs, break-even thresholds, marginal lead quality and experiment design. https://plotgtm.com/blog/gross-profit-vs-revenue-marketing-budgethttps://plotgtm.com/blog/gross-profit-vs-revenue-marketing-budgetSat, 10 Oct 2026 12:00:00 GMTAlexander StorozhukWhy the same 8% of revenue can be a light or heavy marketing budget depending on gross margin, and how to use revenue, gross profit and cash together. https://plotgtm.com/blog/peso-is-not-a-funnelhttps://plotgtm.com/blog/peso-is-not-a-funnelFri, 09 Oct 2026 12:00:00 GMTAlexander StorozhukPESO classifies media access; funnel stages describe customer tasks. A PESO × stage matrix gives each activity a job, exposes gaps and avoids double counting. https://plotgtm.com/blog/reverse-engineer-marketing-plan-from-revenue-targethttps://plotgtm.com/blog/reverse-engineer-marketing-plan-from-revenue-targetThu, 08 Oct 2026 12:00:00 GMTAlexander StorozhukWork backward from a revenue target to customers, leads, channels, budget and team capacity, then validate the requirement with a forward forecast. https://plotgtm.com/blog/goal-based-marketing-budgetinghttps://plotgtm.com/blog/goal-based-marketing-budgetingWed, 07 Oct 2026 12:00:00 GMTAlexander StorozhukA worked example of goal-based marketing budgeting: customers, leads, acquisition spend, contribution limits, policy ceilings and peak cash need. https://plotgtm.com/blog/peso-model-explainedhttps://plotgtm.com/blog/peso-model-explainedTue, 06 Oct 2026 12:00:00 GMTAlexander StorozhukPaid, earned, shared and owned media explained through the budget: what each category buys, what it costs, how to measure it and how to avoid double counting. https://plotgtm.com/blog/how-many-leads-do-you-needhttps://plotgtm.com/blog/how-many-leads-do-you-needMon, 05 Oct 2026 12:00:00 GMTAlexander StorozhukCalculate how many leads your revenue goal requires from order value, purchase frequency and conversion, then check timing, funnel stages and funding. https://plotgtm.com/blog/how-to-calculate-a-marketing-budgethttps://plotgtm.com/blog/how-to-calculate-a-marketing-budgetSat, 03 Oct 2026 12:00:00 GMTAlexander StorozhukGoal-based, gross-profit-based and revenue-based marketing budgets compared on one business: formulas, worked numbers and how to reconcile the gap. https://plotgtm.com/blog/revenue-equation-behind-gtm-planhttps://plotgtm.com/blog/revenue-equation-behind-gtm-planFri, 02 Oct 2026 12:00:00 GMTAlexander StorozhukLeads × conversion × purchases × AOV: how to define each input, keep units and periods consistent, and turn the revenue equation into an explainable forecast. https://plotgtm.com/blog/go-to-market-planninghttps://plotgtm.com/blog/go-to-market-planningThu, 01 Oct 2026 12:00:00 GMTAlexander StorozhukHow to connect a revenue goal, baseline, funnel, budget, PESO channels and team capacity into one go-to-market plan that holds together financially.