Episode C.024 Marketing & Sales Budget

Introduction
This week we continue our focus on the post pandemic re-opening of business. Other than dealing with customer and employee fears, there is nothing different or special about today's show except urgency. Unlike other expansions at the end of a contraction, this was not a structural - it was imposed. Normally a contraction (recession) is a result of over supply and decreasing demand awaiting a unplanned event to prick the bubble. In this case the demand still exists with diminished supply and we have sufficient information to predict the beginning of an expansion. The purpose of IBGR programming this month is to prepare the entrepreneur for the turnaround. it will require acting with urgency over the next 4 months.
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Show Objectives
​Continue the flow from the A and B Track shows today. Your goal by the end of E Track (Owner) is to have an operational budget to reopen the business.
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What You Need to Know
Critical Questions

1. The amount of time between first customer touches and closing the sale?
2. What expenses do you incur in the entire marketing and sales process?

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What You Need to Do
This is third tab or sheet in the spreadsheet workbook we stating building A.024 and continued in B.024. Also this  the output from yesterday's Show C.023 on Sales Funnels. Once you have answered the questions posed on the overall Funnel and the steps inside each stage, you simply transfer that information here and start building a budget. The smart move is to use historical data, if it exists, or work backwards on determine what you can spend and then allocate that budget to the corresponding steps.

Sample Marketing & Sales Spreadsheet

STEPS	Cost of Creating Leads	Cost of Qualifying Leads	Cost of Converting to Suspects	Cost of Converting to Prospects
1.0 Materials	Y	N	N	N
1.0 Labor	Y	N	N	N
1.0 Outsourcing	Y	N	N	N
1.0 Promotion	Y	N	N	N
2.0 Materials	N	Y	N	N
2.0 Labor	N	Y	N	N
2.0 Outsourcing	N	Y	N	N
2.0 Promotions	N	Y	N	N
Total	$$$	$$$	$$$	$$$

Example - Marketing & Sales Steps

1. Purchase Leads List
2. Upload to Mail Platform
3. Write & Send Awareness Newsletter #1
4. Curate List (Remove Opt-Outs, Bounce Backs, Create 2nd List of Opens, etc.)
5. Write & Send Awareness Newsletter #2 (non-opens)
6. Write & Send Response Newsletter #1 (opens)

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