The toolkit
Canvases, templates, checklists, worksheets and calculators to use today. Each one is built on a named framework, explained with its sources, and ready to fill in here, print or download. What you type stays in your browser.
Canvases2
One page that holds a whole idea, filled in together.
- The IMC plan canvas: the whole integrated plan on one pageEight boxes, filled in order, that turn a business problem into one integrated plan: situation, objectives, audience, message, mix, timing, budget and measurement. Built on PR Smith's SOSTAC and the marketing plan outline in Kotler and Keller.
- The customer journey map: stages, touchpoints, needs, feelings and ownersA canvas that lays one customer's journey along a line, from discovering a need to recommending the brand, and fills in what happens at each stage: the touchpoints, the need, the feeling, the message and the team that owns it. After McKinsey's consumer decision journey and the touchpoint research behind it.
Worksheets1
Questions to work through, one decision at a time.
Calculators2
The arithmetic behind a rule of thumb, with its source and its limits.
- The brand and activation split calculator: a starting point for the balanceEnter a budget and a context (consumer brands, B2B or financial services) to see the split between long-term brand building and short-term sales activation that the evidence suggests as a starting point: 60:40, 46:54 or 80:20.
- The customer lifetime value and acquisition cost calculatorEnter order value, orders a year, gross margin, expected years and acquisition cost to see a simple, undiscounted customer lifetime value, the ratio of value to cost, and the months it takes a customer to pay back what it cost to win them. After Gupta, Lehmann and Stuart's work on valuing customers.