The plan tab is where you create your Goals and Campaigns, and where you track marketing performance and metrics
The plan tab is where you set up your strategic goals, and put in place the campaigns and metrics that will help you measure achievement against those goals. It also lets you capture key expense buckets that *don't* contribute to your key goals. It's important to understand these so that you know how much you really have to spend on achieving your goals. In this section, you will learn
- How to set up a Goal
- How to set up a Campaign
- How to set and update Metrics
- How to set up an Expense Bucket
- How the Plan Detail Table works (cool, and intelligent!)
- How to clone Plan objects to repeat best practices
Setting up Goals
We recommend that you define 3-6 top-level objectives for your plan. These are the key outcomes you want to achieve. Normally these are business goals, such as Increase Revenue, Improve Awareness, or Launch New Product. Plannuh is preloaded with common strategic goals, and you can also define your own.
Finally, Goals should be measurable so that you can define what success looks like, and measure whether you're achieving your objectives. Again, Plannuh is preloaded with Metrics, and as always, you can easily define and create your own. Here's how it works
Setting up Metrics
When you create a Goal or Campaign, we strongly recommend that you add Metrics to it. The Metric should be something relevant and measurable that defines success. Plannuh is preloaded with some of the most commonly-used Metrics and you can also define your own using the "Custom" Metric. Here's how you create a target Metric in a Goal.
Once the target Metric is created, you can update it with actual results. Plannuh then shows you how your Metric achievement is tracking over time, so you can easily see if you're ahead of plan or behind plan. Here's an example of updating a Metric in Plannuh.
Setting up Campaigns
Campaigns are critical objects in Plannuh. Using the Campaign object, you can bring together related, cross-functional marketing activities in support of a specific objective. Examples of campaigns might include hosting a customer seminar, attending a key trade show, running a digital awareness campaign, executing a TV advertising campaign, and so on. Anything that requires the coordination of multiple marketing activities AND has a measurable outcome should be treated as a Campaign.
Campaigns should generally be assigned to Goals: if you're spending a lot of money on a Campaign and it's not in support of a Goal, it may make sense to consider whether it's a good investment, or to assess whether you have defined all the right Goals and Metrics.
Setting up Expense Buckets
Expense Buckets enable you to reserve funds from your budget for a series of related expenses. They should not be used for individual Expenses (e.g. a one-time bill) or for a single, recurring, fixed Expense (e.g. a fixed retainer for a single vendor). Example use cases where Expense Buckets make a lot of sense include: Travel, Technology subscription fees (e.g. SFDC, Marketo...Plannuh 🤓✊), Printing and Copying.
Unlike Campaigns - which look like Expense Buckets - Expense Buckets aren't measurable and should not have metrics associated with them. Expense Buckets can be embedded into Campaigns or they can exist standalone. An example of an Expense Bucket in a Campaign might be for outsourced creative services in support of an Event.
Plan Detail Table
The plan table lets you switch to a familiar, spreadsheet style view of all your investments by campaign and by segment. As the video illustrates, Plannuh also helps you identify and resolve areas where you have gone over budget, and even where you risk going over budget in the future.
Cloning Goals, Campaigns and Expense Buckets
Plannuh allows you to clone (effectively, to copy-and-paste) any Goal, Campaign or Expense Bucket. This can be quicker than building the new object from scratch. Examples might be an Event Campaign template, or a recurring Digital Campaign. The example below shows how to clone an Expense Bucket - the process is just the same for cloning a Campaign or a Goal.