Workshop B2B Marketing Planning & Forecasting

Together, we translate corporate goals into concrete marketing and sales targets. You gain clarity about the specific role marketing should play in the growth of your company and how success can be measured. The focus is on clear strategic directions, realistic assumptions, and a clear delineation of priorities.

Based on existing data and experience from marketing, sales, and account management/customer service, we work with you to refine your ideal customer profile. This creates focus in terms of budget allocation, channel selection, and messaging.

We work with you to structure relevant target groups based on real decision-making and purchasing processes. The result is a solid foundation for planning, content, and campaigns.

We structure relevant industries and segments so that you can clearly see which markets are driving growth, where specific targeting is required, and where marketing budgets should be allocated.

In a moderated brainstorming session, we work together to develop a complete picture of all relevant marketing activities. The focus is on pooling ideas, gathering best practices from the past and the market, avoiding duplication, and clearly aligning measures with the objectives.

All jointly developed marketing activities are evaluated by the team using a transparent set of criteria. Among other things, we consider strategic fit, expected impact, resource requirements, seasonality, and feasibility.

Based on the previous assessment, we work with you to prioritize activities using proven frameworks. The result is a clear sequence that serves as a basis for decisions on budget, timing, and resources.

We show how AI Search is changing the visibility and reach of B2B brands. In this excursion, you will learn how marketing activities should be evaluated and planned under these new conditions in order to remain relevant in the long term.

We organize the prioritized activities into a clear quarterly plan. Together with you, we define milestones, responsibilities, and relevant framework conditions so that planning and implementation are transparent and traceable.

Together with you and your team, we realistically estimate the effort and feasibility of a monthly plan for the next two to three months. This plan serves as a blueprint for reliable operational management in the coming months.

All assumptions, decisions, priorities, and dependencies are documented in a single source of truth. This creates a common reference for marketing, external partners, and related teams, making planning transparent, simplifying coordination, and serving as a binding framework for implementation and control.

In this optional section, we show you how you can efficiently reuse existing content and what positive effects this has on reach and visibility in AI Search. In addition, we show how teams can successfully work with SMART Goals to make activities measurable and controllable.

Learn how to frame analysis projects with clear goals, assumptions and expected outcomes. Understand how structured scoping prevents rework, reduces misunderstandings and makes collaboration with data teams smoother.

Often, data initiatives stall because the people side is undermanaged. See how different teams can work together more effectively through shared context and aligned expectations. You’ll learn practical techniques to reduce friction, communicate needs clearly and keep projects moving.

Understand how to turn analytical findings into clear, compelling messages. Learn how to tailor insights to different audiences and communicate results in a way that strengthens your strategic influence.

We revisit the main points and take time to address your questions.

We present top-down and bottom-up approaches and classify them in a common B2B funnel model. We work with a clear funnel logic from sales to deals, SQLs, and MQLs to contacts. This makes it transparent how the path from goals to closed deals can be logically planned and evaluated.

Based on the planned activities, we work with you to develop a realistic calculation of the required contacts and leads. We take both a top-level view and a granular view of individual measures into account.

We derive a reliable budget calculation from the defined objectives and planned measures. Seasonality, ranges, and risks are deliberately taken into account in order to enable realistic forecasts. This makes it clear which investments are necessary to make the achievement of objectives more realistic and not just to finance individual activities.

We show you a best practice process for how marketing, sales, and controlling can work together with a common understanding of figures. The reverse funnel approach supports the alignment of targets, budgets, and forecasts across all areas. This creates transparency, reduces coordination effort, and increases the acceptance of budgets and forecasts within the company.

We present the most important metrics, KPIs, and frameworks in B2B marketing and classify them based on proven best practices. The focus is on key figures that are truly relevant for management.

Together, we analyze which key figures are currently used in your company for marketing (and sales) and how they are measured. This reveals where data is already reliable and where the basis for sound decisions is still lacking. We also take a look at existing reports and dashboards and identify potential for optimization.

Using a best practice model, we show how data can be converted into concrete actions in the spirit of “Data to Action” and how the effects of these actions can be fed back into planning and control. The goal is to create a closed loop of planning, implementation, measurement, and optimization.

We present how, in terms of change management, action-oriented dashboards, clear processes, and responsibilities contribute to anchoring data to action in everyday life and creating greater acceptance of marketing within the company.