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there is no strategy here, just quota setting. the real strategy work will begin after you set the quota. it will be about how you generate those said MQLs 😄

Right .. get that .. Thank you!

yes, ideally most business functions will work that ways i guess: define > plan > execute > measure > iterate in reality, define and plan will work as usual. during execution, many teams may face challenges like: • lack of resources (money/people), • "urgent requests from CXOs", • black swan events, • losing belief that the plan will work/changing strategies mid-way/not getting desired results, while during measurement, teams may face challenges like: • not having a single source of truth • not being able to accurately measure outcomes • not being able to accurately attribute outcomes to specific activities/actions • not having a regular eye and course correction based on data and teams just working on whatever current plan in a state of inertia during iteration, teams may face challenges like: • not reflecting on what worked and what didn't • not incorporating lessons/failures from past campaigns • team changes leading to loss of knowledge/know-how

Superb! Many thanks Aniruddh!

The alternate being, running and measuring campaigns but them not being correlated with any revenue goals

This will work if you have revenue from other sources already and/or marketing function is not under revenue pressures from the top. In this stage you are exploring various channels to see ROI and quality so that you can decide where you want to scale on when you have the funding/goals ready.

@Gurpreet the creative you shared is mostly used in target setting. Typically the sales and finance heads love to go into the details of this slide in the presentation. The marketing strategy is built by covering the details of the plan around meeting these numbers. The strategy answers questions like: • which channels will we use to achieve these numbers? • what will we do differently? • campaigns, geo expansion, competitor displacement campaigns etc. I would recommend you listen to the first 40 mins of this podcast to get a sense of how this plays out basis the business's pricing strategy, payback period, ltv, etc. https://www.joincolossus.com/episodes/10262551/pujji-a-primer-on-performance-marketing?tab=mentionedcontent&s=08