Full-Funnel Marketing Planner
Build a personalised marketing plan with channel budgets, funnel stages, acquisition timing and revenue scenarios. Compare the assumptions before committing spend.
Your assumptions. Your scenarios. A clearer investment decision.
No automatic provider connection or sharing.
Your workspace is browser-local. Saving is off.
Your company, your planning assumptions
Start empty, or open a named illustrative example. Template quantities are assumptions, not benchmarks.
Choose a starting point
Illustrative qualification and sales journey.
Company and forecast frame
Changing currency relabels your numbers; it does not perform FX conversion. Every event should use the same planning entity.
Your target and solver constraints
Plan context
Keep, export and review your private workspace
Downloads contain confidential business inputs. Exports are disabled while your draft is invalid or results are unavailable.
Turning saving off stops writes and removes the remembered opt-in. Use erase to remove the saved workspace. Corrupted storage never replaces your current valid plan.
Up to 20 snapshots; the oldest is removed when the limit is reached. Without persistence opt-in, snapshots last only for this page session.
| Name | Saved at (UTC) | Restore |
|---|
No rows yet.
Your company · finance planning report
Your plan · 2026-10 · 12 months · USD · subscription · accounts. User-supplied planning inputs.
Monthly revenue and investment
━━ Revenue┄┄ Total investment
Read chart values
| Month | Revenue | Investment |
|---|---|---|
| Oct 2026 | $0 | $0 |
| Nov 2026 | $0 | $0 |
| Dec 2026 | $0 | $0 |
| Jan 2027 | $0 | $0 |
| Feb 2027 | $0 | $0 |
| Mar 2027 | $0 | $0 |
| Apr 2027 | $0 | $0 |
| May 2027 | $0 | $0 |
| Jun 2027 | $0 | $0 |
| Jul 2027 | $0 | $0 |
| Aug 2027 | $0 | $0 |
| Sep 2027 | $0 | $0 |
| Month | First-time visitors | New paying outcomes | Channel spend | Fixed / setup spend | Total investment | Acquired revenue | Existing revenue | Total revenue | New MRR | Ending MRR | Exit ARR | Gross contribution | Acquired-cohort billings | Acquired-cohort cash |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2026 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| Nov 2026 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| Dec 2026 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| Jan 2027 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| Feb 2027 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| Mar 2027 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| Apr 2027 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| May 2027 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| Jun 2027 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| Jul 2027 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| Aug 2027 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
| Sep 2027 | 0 | 0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 |
- Period acquired revenue
- $0
- Period existing revenue
- $0
- Period contribution
- $0
- Acquired-cohort billings
- $0
- Acquired-cohort cash
- $0
- Channel-attributed revenue / media spend
- Undefined
- Ending MRR / exit ARR
- $0 / $0
- Fully loaded CAC / first-month gross profit per new customer
- UndefinedRatio in months using first-month unit economics. It ignores churn and timing; it can be finite even when a cohort never recovers acquisition cost.
Channel-attributed economics
| Channel | Media spend | Entrants | New outcomes | Media CAC | Acquired revenue | Attributed ROAS |
|---|
No rows yet.
Capacity and horizon
| Month | Stage | Deferred entrants |
|---|---|---|
| Oct 2026 | First-time visitors | 0 |
| Oct 2026 | New paying accounts | 0 |
| Nov 2026 | First-time visitors | 0 |
| Nov 2026 | New paying accounts | 0 |
| Dec 2026 | First-time visitors | 0 |
| Dec 2026 | New paying accounts | 0 |
| Jan 2027 | First-time visitors | 0 |
| Jan 2027 | New paying accounts | 0 |
| Feb 2027 | First-time visitors | 0 |
| Feb 2027 | New paying accounts | 0 |
| Mar 2027 | First-time visitors | 0 |
| Mar 2027 | New paying accounts | 0 |
| Apr 2027 | First-time visitors | 0 |
| Apr 2027 | New paying accounts | 0 |
| May 2027 | First-time visitors | 0 |
| May 2027 | New paying accounts | 0 |
| Jun 2027 | First-time visitors | 0 |
| Jun 2027 | New paying accounts | 0 |
| Jul 2027 | First-time visitors | 0 |
| Jul 2027 | New paying accounts | 0 |
| Aug 2027 | First-time visitors | 0 |
| Aug 2027 | New paying accounts | 0 |
| Sep 2027 | First-time visitors | 0 |
| Sep 2027 | New paying accounts | 0 |
Expected paying outcomes beyond the horizon: 0. Delayed outcomes are not automatically lost conversions.
Assumptions and evidence
| Assumption | Input |
|---|---|
| Normalized monthly revenue per new account | 0 |
| Opening existing MRR | 0 |
| Monthly churn (0–1) | 0 |
| Monthly retained-MRR expansion (fraction) | 0 |
| Refund fraction (0–1) | 0 |
| Gross margin (0–1) | 0 |
| Monthly marketing payroll | 0 |
| Monthly sales payroll | 0 |
| Monthly tools / agency costs | 0 |
| One-time setup cost | 0 |
| Acquired-cohort collection lag (days) | 0 |
Billing: monthly. Currency: USD. Objective: Unspecified. Plan notes: No additional notes supplied.
| Input | Evidence | Source | As of | Note |
|---|---|---|---|---|
| visitor-paid | assumption | Unspecified | Unspecified | Illustrative planning assumption; replace with your evidence. |
| Segment | Entry / mode | Pool review | Base inputs | Monthly schedule / caps | Rate overrides | Seasonality |
|---|
No rows yet.
| Stage | Kind | Monthly capacity |
|---|---|---|
| First-time visitors | entry | Unspecified |
| New paying accounts | paid | Unspecified |
| From | To | Probability | Elapsed days / distribution |
|---|---|---|---|
| visitors | paid | 0 | 0 |
Definitions and exclusions
MRR is normalized monthly recurring revenue; ARR is ending MRR × 12. Annual invoices are billings, not monthly revenue. Cash schedules cover modeled acquired cohorts and do not reconstruct existing contract renewals.
Media CAC = channel spending / acquired outcomes. Fully loaded CAC = total modeled GTM spending / acquired outcomes. Undefined denominators are shown as undefined. Channel return is attributed, not causal.
Gross contribution is modeled revenue × margin less selected GTM costs. This excludes G&A, tax, debt service, capex, FX, inventory financing and unmodeled working capital. This is not a complete P&L, cash statement, GAAP or IFRS certification.
Model warning: Attributed acquisition outcomes are not causal incrementality. Unallocated outgoing probability is implicit attrition.
Model warning: capacityDeferred is month-end backlog stock, not a sum of repeated daily deferrals.
Model limit: Expected fractional cohorts, uniform acquisition days, exclusive source pools and discrete day delays; no person-level deduplication or provider connection.
Model limit: Capacity is a shared monthly handling allowance distributed uniformly across calendar days. Unused daily capacity is not banked; simultaneous channels share proportionally.
Model limit: Subscription MRR and ARR are pre-refund normalized contracted value. Earned model revenue, billings and collections are net of the assumed refund rate; this is not GAAP/IFRS accounting.
Model limit: Existing subscriptions receive churn and expansion before month one. New subscriptions earn a full month in their arrival month. Acquired-cohort annual invoices occur on acquisition-month anniversaries every twelve months, adjusted for modelled survival and expansion; intra-year churn does not reverse prior invoices.
Model limit: Monthly acquired-cohort billings include retained subscriptions; annual acquired-cohort billings include renewals. Invoice dates are assumed uniform within each billing month, then shifted by collectionLagDays. Existing-contract billings and cash are excluded.
Model limit: Commerce, marketplace and services use first transactions plus prior retained customer repeat orders; no subscription KPIs. Existing customers retain before month one. Refunds reduce value, not customer counts.
Model limit: Contribution excludes G&A, tax, working capital, inventory financing and other unmodelled commitments. Payback is simplified average acquisition cost divided by first-month net gross recurring value.
Model limit: Spend elasticity applies relative to each original scheduled monthly spend when a monthly override changes it; direct-volume acquisitions are independent of their operating spend.
Build a plan you can explain
Choose the business model and decision you are planning for. Keep the audience, acquisition unit and forecast period consistent, then separate current business from newly acquired customers. Record which inputs come from observed company data and which are still assumptions.
Model channels and segments independently, including entry stage, budget schedule, conversion rates and delays. Compare a base case with a downside and an upside, and check whether sales or delivery capacity limits the outcome. A sensitive assumption deserves investigation; a large simulated result is not evidence that a change is achievable.
Make the revenue case without hiding the assumptions
The finance view separates spending, acquisition outcomes, existing and acquired revenue, and subscription run rates where relevant. Billings and acquired-cohort cash schedules are distinct from monthly modelled value. Review the report definitions and exclusions before using it in a financial decision.
Use the scenario exports to review assumptions with a colleague. A public insight omits your company and financial amounts by default. The planner does not change live budgets, submit your plan to a provider or establish a causal return on advertising.
Questions before you build the plan
What can I build with this planner?
A channel-by-channel marketing plan that connects budgets and source pools to funnel stages, conversion delays and modelled revenue. Start with an illustrative business example or enter your own assumptions, then compare independent scenarios and a monthly finance report.
Are the starting numbers industry benchmarks?
No. Presets are illustrative starting assumptions. Replace them with comparable company data and record the source, date and planning grain. The planner does not verify market demand, execution capacity or future customer behaviour.
Does the planner work for ecommerce and services as well as SaaS?
Yes. Choose a subscription, transaction, marketplace or services model. Subscription plans use relevant MRR and ARR outputs; transaction plans use orders, revenue and repeat-purchase assumptions. A services retainer can be modelled as a subscription, while project work uses transaction assumptions.
What is the difference between first-time visitors and other funnel entries?
First-time visitors are estimated new people visiting within your chosen planning frame. They are not clicks, impressions, sessions or pageviews. An outbound or partner pool can enter at a later stage; those entrants must not also be counted as website visitors.
How should I handle overlapping channels or audiences?
Use mutually exclusive source pools and consistent person, account or customer units. The planner checks pool labels and model structure, but it cannot deduplicate real people or accounts. Resolve actual overlap in your source data before summing channel outcomes.
Can I model a trial path and a direct purchase path?
Yes. Use explicitly exclusive branches with conversion assumptions for each transition. Delays and capacity limits can move outcomes into later months. The resulting quantities are expected values under those assumptions, not individual customer predictions.
Are MRR, revenue, billings and cash the same number?
No. MRR is a normalised monthly recurring run rate; exit ARR is that run rate multiplied by twelve. Invoice and cash timing can differ from modelled monthly value. The report separates acquired cohorts from your starting business and labels financial exclusions; it is not a complete accounting statement.
What does an infeasible budget target mean?
The solver did not reach the target with its common upward budget multiplier within the selected constraints. It does not search every channel allocation or reduce an existing budget. A plan can already exceed your budget limit before the search starts, so an infeasible result does not prove that no workable plan exists. Review the baseline budget, conversion evidence, timing, handling capacity and target before changing real spending.
Does changing the currency convert the amounts?
No. Currency sets the unit used to display and export your assumptions. It does not fetch exchange rates or convert a mixed-currency dataset. Convert inputs consistently before comparing them.
Where is my plan stored?
Calculations run in your browser. Local saving is optional, and a confidential JSON export lets you keep or move a plan yourself. Browser-local saving is not authenticated cloud storage or cross-device collaboration. Do not include private plan data in public links.
Can I compare actual results with the plan?
You can supply actual monthly results through a local import and compare the periods and units. Imported numbers remain user-supplied evidence. This does not create a live GA4, advertising, CRM or billing connection or establish causal channel impact.
Can you help me turn the plan into implementation?
I personally lead and deliver the agreed work, from measurement and campaign planning through the scoped implementation. We agree on access, responsibilities, assumptions and success criteria directly. The calculator does not commit a budget or book an engagement for you.
Connect the model to the work
Work with me on the decision behind the plan
I can help you define the measurement, test the assumptions and deliver the agreed growth work.