In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert and founder/CEO Eddie Reynolds discuss effective annual planning that helps achieve revenue targets. They cover how to move beyond basic goals, incorporate realistic baselines, and understand the role of operational improvements and risk mitigation. Learn how to build a robust annual plan that drives daily execution and helps revenue leaders succeed.

Find our full Annual Planning Framework as well as our other Frameworks here.

What you'll learn in this episode:

The key reasons why many annual plans fall short.
How to effectively combine top-down targets with bottoms-up planning for a realistic revenue forecast.
The essential metrics to establish as a baseline, even with imperfect data.
The significance of capacity planning in all go-to-market functions (sales, marketing, customer success).
How to factor in operational improvements and contingency plans for a more resilient annual strategy.
The importance of continuous tracking, iteration, and accountability in executing your annual plan.
Fundamental processes crucial for improving close rates and overall go-to-market efficiency.
Why a well-defined ICP (Ideal Customer Profile) and buyer personas are foundational for success.

01:50 The Importance of Annual Planning

02:59 Breaking Down Annual Planning

04:39 Setting Realistic Targets and Goals

07:23 Retention and New Business Strategies

11:34 Operational Improvements and Capacity Planning

17:46 Executing the Annual Plan

22:13 The Importance of Systems and Processes

23:59 Defining and Implementing Sales Processes

26:55 Outbound and Inbound Strategies

32:11 Risk Mitigation and Contingency Planning

35:58 Presenting and Executing the Annual Plan

41:20 Adjusting the Plan and Continuous Improvement