Use case · C55
See a complete quantified marketing-plan example
What does a plan look like when objectives, resources and results are connected numerically?
Direct answer
The case connects €2.4m target ARR to a €600k budget, 620 capacity days, six initiatives and three trade-off gates.
01Check that the economic chain remains coherent before approving the portfolio.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
What does a plan look like when objectives, resources and results are connected numerically?
Check that the economic chain remains coherent before approving the portfolio.
Versioned annual case
Quantified case · SQ-55
Connect €2.4m ARR to €600k and 620 days
A complete example is useful only when every objective traces back to its assumptions and down to resources and decisions.
Fictitious case of a B2B company launching an offer with average ARR of €30,000 over twelve months.
- 01Work backwards
Start from ARR and calculate the contracts, opportunities and demand required.
- 02Compose
Build a portfolio constrained by budget and available capacity.
- 03Sequence
Place three gates before the least reversible expenditure.
- 04Review
Connect each sensitive assumption to a threshold and a prepared decision.
Economic and operational chain of the annual plan
Volumes, costs and capacity share the same assumptions so that the budget cannot become disconnected from the objective.
Required MQL = target ARR ÷ average ARR ÷ win rate ÷ MQL-to-opportunity rate| Object | Assumption | Calculation | Commitment | Gate |
|---|---|---|---|---|
| Sourced ARR | Annual objective | 80 contracts × €30k | €2.40m | Annual |
| Contracts | Average ARR €30k | €2.40m ÷ €30k | 80 | G3 |
| Opportunities | Win rate 25% | 80 ÷ 0.25 | 320 | G2 |
| MQL | MQL→opp. 16% | 320 ÷ 0.16 | 2,000 | Monthly |
| Budget | Marketing CAC €7,500 | 80 × €7,500 | €600k | G1–G3 |
| Capacity | 6 initiatives | Normalised workload | 620 d | G1–G3 |
| Reserve | 10% of budget | €600k × 0.10 | €60k | Trigger |
01The plan assumes 167 MQL per month; the baseline must show that this volume remains credible.
02A 20% win rate raises the requirement to 2,500 MQL and triggers a target reduction or commercial reinforcement.
03Cost per contract and days consumed are reviewed at each gate before the next tranche is released.
Entirely fictitious case, excluding tax and sales costs. The rates are not benchmarks.
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
Versioned annual case
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.