How to Run Annual Revenue Planning That Produces Realistic Targets
Annual planning sets the foundation for the year. Here's the bottom-up planning process that produces targets teams can actually hit.
Top-down annual planning produces targets that feel arbitrary to the people responsible for hitting them. Bottom-up planning builds from market data, historical performance, and resource capacity to produce targets that are ambitious but achievable.
The planning process has four phases: market analysis (TAM, competitive dynamics, and growth rate), historical analysis (conversion rates, pipeline generation, and seasonal patterns), capacity planning (headcount, ramp time, and productivity assumptions), and scenario modeling (base, upside, and downside cases with different assumptions).
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We cover the data inputs for each phase, the modeling framework in Google Sheets, the reconciliation process when bottom-up and top-down targets differ, and the presentation format that gets board buy-in. Plus, the quarterly review process that adjusts targets based on actual performance.
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