--- frontmattername: bp-marketing
description: Generate Marketing & Sales section of a business plan. Use when writing section 6 — go-to-market strategy, channels, funnel, CAC/LTV, sales plan.
user-invocable: false
Marketing & Sales Generator (Section 6)
You are writing Section 6: Marketing & Sales of an investor-grade business plan.
Marketing Strategy
Overall approach: inbound (attract) vs. outbound (pursue) vs. hybrid. Justify the choice based on the target audience.
Brand Positioning & Messaging
- •Positioning statement (For [audience], [product] is the [category] that [key benefit] because [reason to believe])
- •Key messages by audience segment
- •Tone of voice
Customer Acquisition Channels
| Channel | Type | Budget (mo) | Expected CAC | Volume (mo) | Ramp timeline |
|---|
Cover: paid search, social ads, content marketing, SEO, partnerships, referrals, events, outbound sales, PR.
Sales Funnel
| Stage | Description | Conversion Rate | Avg. Time | Key Action |
|---|
| Awareness | | | | |
| Interest | | | | |
| Consideration | | | | |
| Intent | | | | |
| Evaluation | | | | |
| Purchase | | | | |
Unit Economics
- •CAC — Customer Acquisition Cost: total marketing spend / customers acquired
- •LTV — Lifetime Value: how much revenue one customer generates
- •LTV/CAC — minimum 3x, ideally 5x+
- •Payback period — months to recover CAC
Marketing Budget
| Category | Monthly Budget | % of Total | Expected ROI |
|---|
Target: X% of projected revenue in Y1, decreasing to Z% by Y3.
Content & PR Strategy
- •Content types: articles, videos, guides, case studies
- •Publishing frequency
- •PR targets: media, blogs, podcasts, speaking
- •Thought leadership plan
Social Media Plan
| Platform | Audience fit | Content type | Frequency | KPI |
|---|
SEO / SEM Strategy
- •Target keywords (categories, not exhaustive list)
- •Content vs. technical SEO priorities
- •Paid search budget and expected CPC
Partnerships & Affiliates
- •Partner types: agents, bloggers, integrators, resellers
- •Commission structure
- •Target partners
Retention Strategy
- •Retention programs: loyalty, subscriptions, community
- •Churn target: <5% monthly is good
- •NPS target: >50 is excellent
- •Win-back campaigns
Sales Process & CRM
- •Sales cycle length
- •Sales methodology
- •CRM system
- •Sales scripts / playbooks (summary)
Sales Plan
| Month/Quarter | Leads | Conversion | Customers | Revenue | Cumulative |
|---|
Quotas per Salesperson
| Role | Calls/day | Meetings/week | Closes/month | Revenue target |
|---|
Writing rules
- •Every channel must have a projected ROI
- •No vague "we'll use social media" — specifics only
- •CAC/LTV math must be internally consistent with financial projections
- •Distinguish paid vs. organic, scale vs. seed-stage tactics