177: From Goals to Results: How to Build a Marketing Plan That Leadership Buys Into (w/ Sam Kuehnle, Loxo)

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Most marketers are told: “Tie your plan to revenue.” But how?

In this fast-paced live episode, Sam Kuehnle (VP of Marketing at Loxo) breaks down a practical, no-fluff process for building a marketing plan that earns buy-in from leadership, aligns with sales, and actually hits targets.

No vanity metrics. No fake forecasts. Just real talk on what's working, what's not — and how to plan smarter.

In this episode, you’ll learn:

• How to calculate marketing’s share of company revenue goals
• What “bottoms-up” and “top-down” planning really look like
• Why most funnels leak at the demo-to-meeting stage
• How to avoid wasting budget on channels you haven’t proven yet
• The spreadsheet Sam uses to model all of this

This is your playbook if you're tired of MQL theater and want to lead with strategy, not guesswork.
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