PI Playbook / Annual Planning and Budgeting
PI Playbook
Plan, inspect, keep, kill. Marketing as a process.
Marketing is not a personality and not a pile of campaigns. Every live source has a start, a stop, a lead goal, a CPL cap, and an owner. Uninspected spend is polite theft from profit.
Marketing
01
Plan
Lead volume the company needs × allowable CPL. That is the budget.
02
Inspect
Weekly: leads, CPL, and bookable quality from the Appointment Center.
03
Keep
Sources that can be sold profitably get more.
04
Kill
Sources that cannot be sold profitably get fixed once, then cut.
How to use it
- No new channel until the current ones have a written inspection rhythm.
- Sit with the AC manager on source mix. Quantity that cannot be booked is not a win.
- Bring allowable CPL to Visual Ambition. Goals without it are wishes.