Breaking Down Annual Planning with CJ Gustafson of Mostly Metrics
Nov 27, 2023
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CJ Gustafson, CFO of PartsTech and the mind behind Mostly Metrics, talks about annual planning and the importance of understanding business models and resource allocation. He outlines a three-month timeline for annual planning and breaks down the process into digestible stages, focusing on setting realistic goals for revenue, productivity, and profitability. CJ also addresses the challenges of planning with incomplete data and emphasizes the need to adapt. His insights provide valuable lessons on balancing ambition with the realities of startup finance.
Understanding business models and resource allocation are crucial in annual planning.
Collaboration between CEOs and CFOs is essential in setting realistic goals for revenue, productivity, and profitability.
Sales capacity modeling and pipeline planning are vital for meeting revenue targets and aligning marketing plans.
Deep dives
Building a Marketing Team from Scratch
When building a marketing team from scratch, it is important to start with more people, costs, and program costs. The team needs people to spend the program dollars and make decisions on what to spend it on.
The Importance of Annual Planning
Annual planning is a three-month process that involves working with the CEO and CFO to establish revenue, productivity, and profitability goals. It is crucial to align on growth targets, budget, and hiring plans.
Sales Capacity Modeling and Pipeline Planning
Sales capacity modeling is essential to determine if there are enough sales reps and resources to meet revenue targets. Additionally, pipeline planning involves estimating the number of registrations or MQLs needed to reach the revenue goals.
Marketing Planning and Budgeting
Marketing planning requires collaboration with the CMO or VP of marketing to establish a plan that works within the sales capacity and aligns with revenue targets. This involves allocating budget to various marketing channels and determining the ideal marketing headcount.
Bringing it All Together: Creating a Unified Plan
Creating a unified plan requires consolidating the departmental P&Ls, aligning revenue and expense projections, and conducting thorough financial analysis. It is important to check for any discrepancies and make adjustments where necessary to ensure a realistic and accurate plan.
In this episode of The Role Forward, host Joe Michalowski welcomes CJ Gustafson, CFO of PartsTech and the mind behind Mostly Metrics. They dive into the intricaciesof annual planning, a critical period for finance professionals. CJ shares his unique journey from M&A consulting to private equity and finally to his current role, emphasizing the importance of understanding business models and resource allocation.
The conversation shifts to the practical steps of strategic planning. CJ outlines a three-month timeline for annual planning, stressing the collaboration between CEOs and CFOs. He breaks down the process into digestible stages, focusing on setting realistic goals for revenue, productivity, and profitability. His approach demystifies the complexities of financial forecasting in the startup ecosystem.
Joe and CJ also tackle the challenges of planning with incomplete data, advocating for a proactive start and the ability to adapt. CJ's insights offer valuable lessons on balancing ambition with the realities of startup finance, providing a blueprint for listeners navigating their own annual planning.