--- title: "Revenue Plan: Know what marketing has to produce" description: A revenue model worked back from your bookings goal, on your own numbers, in two weeks. Add the annual plan and budget in four. From $3,500. image: https://insights.justinpanzer.com/hubfs/revenue-plan-social-1200x628.jpg --- [![Justin-Panzer-consulting-inline-logo](https://insights.justinpanzer.com/hs-fs/hubfs/Justin%20Panzer%20Inline%20Logo%20Color%20Transparent-1.png?width=1956&height=559&name=Justin%20Panzer%20Inline%20Logo%20Color%20Transparent-1.png "Justin-Panzer-consulting-inline-logo")](https://insights.justinpanzer.com/) REVENUE PLAN # Know what marketing has to produce to hit next year's number. A revenue model worked back from your bookings goal, on your own numbers, in two weeks. Add the annual plan, budget, and metrics in four. [Book a call](https://calendly.com/justin-justinpanzer/30min?utm_source=landing-page&utm_medium=web&utm_campaign=plan-2027)[Run the free calculator](https://justinpanzer.com/tools/revenue-math-calculator/?utm_source=landing-page&utm_medium=web&utm_campaign=plan-2027) ## The problem Most marketing targets start from last year's lead count. When nobody tests the target against win rates and the sales cycle, the year's hiring and spend get sized to a number that was never going to hold. And when the CEO, finance, sales, and marketing each work from their own numbers, every pipeline review turns into a debate about whose numbers are right. ## What makes it different Start from bookings, not leads. Targets are worked back from your revenue goal through win rate, deal size, and sales cycle, not from last year's lead count. One set of numbers. Your CEO, finance, sales, and marketing leads test the assumptions together and agree on the targets before anyone commits budget. A plan you check every month. The tracking stays in place, so the same agreed numbers run every pipeline review and revenue meeting. 130% of marketing-attributed pipeline plan in the first half of the plan year, against a revenue model reverse-engineered from bookings. Over two-thirds of total pipeline came from the system I built. B2B/B2G technology commercialization firm ## Options and pricing Revenue Model Build $3,500 2 weeks A model worked back from your bookings goal; monthly pipeline, opportunity, and lead targets paced to your sales cycle; sensitivity on the two or three assumptions you're least sure of; a target-vs-actual tracking matrix and a 60-minute readout. Best for founders who need the numbers first. Annual Revenue Plan $10,000 4 weeks, includes the model Everything in the Revenue Model Build; an annual plan with quarterly priorities and a proposed channel mix tied to the model; a budget by program; metrics from company to marketing to each team member, plus a quarterly review template. Best for founders setting next year's plan and budget. Annual Plan Only $7,500 3–4 weeks The plan, budget, measurement, and quarterly review template, built on a revenue model you already have. Best for teams with a working model already. Start with the model and move to the full plan within 30 days of your readout for the difference ($6,500). ## How the model build works Days 1–3 You send 6–12 months of bookings and funnel data and your current target. Raw exports are fine. Week 1 I build the model on your win rates, deal sizes, and sales cycle. Week 2 Your CEO, finance, sales, and marketing leads test the assumptions and agree on the targets at the readout. You keep the model and the tracking matrix, so the plan gets checked every month. ## Common questions We already set our 2027 target. Good. That's the input. The model works it back into the monthly pipeline, opportunities, and leads it takes to hit it, and shows which assumptions it depends on before you commit hiring and spend. Can't I just use the free calculator? Yes, for the method. The calculator shows how the targets connect. The Revenue Model Build runs them on your own bookings, win rates, and sales cycle, paces them by month, and gets your leadership team to agree on one set of numbers. Our finance lead already builds the model. Then start with Annual Plan Only, which builds the plan, budget, and metrics on the model you have. Or build the revenue model together, so finance and marketing work from the same numbers. Our data is messy. Raw exports are fine. Intake flags the gaps, and where data is thin, the model uses ranges and names the assumptions to test first. Isn't this just a spreadsheet? The spreadsheet is the smallest part. The value is in testing the assumptions with the people who own revenue and sizing hiring and spend to a number that holds. You also keep the tracking, so the plan gets checked every month. ## Check your 2027 number before you commit budget to it. Book a call. Bring your JPC Revenue Math Calculator results or your current target, and we'll check whether the numbers hold up. [Book a call](https://calendly.com/justin-justinpanzer/30min?utm_source=landing-page&utm_medium=web&utm_campaign=plan-2027)[Download the product sheet (PDF)](https://insights.justinpanzer.com/hubfs/Revenue%20Plan%20One-Pager%20v1.5.pdf) Not ready to talk? [Get Velocity View](https://insights.justinpanzer.com/velocity-view), my monthly note on what's working in B2B go-to-market. 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