Make a copy, start with the sums tab, then fill in the budget and the plan. The grey figures are a worked example. Replace them with yours and the board summary updates by itself.

Do I have to talk to sales to get it?

No. Drop your work email and it opens immediately. We may follow up once with something useful. We won't chase you with a sales call unless you ask.

You make your own private copy in your own Google account. Nothing you type comes back to us.

Does it work in Excel?

Yes. Make the copy, then download it as Excel from the File menu. The formulas carry over.

PLAN KIT·5 tabs

Your 2027 plan, ready for the board.

Fill in your numbers and the sheet works out what an enquiry is worth, what you can pay for one, and what a budget cut would take out.

A plan on a page: three goals, five numbers to report monthly, work by quarter, what you'll stop doing and what you need from management.
A budget by quarter with priorities, so a 10% or 25% cut shows exactly which lines go first.
The sums: from margin, quote rate and win rate to what one enquiry is worth and the most you should pay per enquiry and per click.

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5 tabs · Google Sheet · instant download

Incify Report

Template

The 2027 Marketing Plan Kit

A plan on a page, a budget by quarter with cut scenarios, the sums that set your cost per enquiry, and a board summary that fills itself in.

November 2026

WHAT'S INSIDE

What's inside.

A plan on a page: three goals, five numbers to report monthly, work by quarter, what you'll stop doing and what you need from management.
A budget by quarter with priorities, so a 10% or 25% cut shows exactly which lines go first.
The sums: from margin, quote rate and win rate to what one enquiry is worth and the most you should pay per enquiry and per click.
Working back from a revenue target to the orders, quotes and enquiries you need each month.
A board summary that pulls from the other tabs, so it stays in step when numbers change.
A worked example for a made-up distributor. Replace the grey figures with your own.

Who it's for

Marketing managers writing a 2027 plan and budget for a manufacturer or distributor.
Regional leads who need to show what each market's budget buys.
Anyone asked to defend a budget or plan a cut.

A LOOK INSIDE

Tab 3

What one enquiry
is worth to you.

5

tabs, from the one-page plan to a board summary that fills itself in.

2·INCIFY REPORT 2026

TAB 03 / 05 · THE SUMS

“Set the budget from what an enquiry is worth, not from last year's number plus ten percent.”

The 2027 Marketing Plan Kit · Incify 2026

INCIFY REPORT 2026·3

Preview5 tabs · Get the full report

Questions we get

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Want help applying this to your own programme?

The report is the general picture. Send a short note about yours and we'll reply with what we'd look at first.