Strategy • 9 min read • Feb 12, 2025
The simple media planning framework we use for every account.
A practical way to translate revenue targets into channel-level budgets and expectations – without getting stuck in spreadsheets.
Most media plans are either too complex to be actionable or too simple to be useful. Over the last few years, we've settled on a framework that works across industries and spend levels.
Start with the business target
Instead of starting with channels, we start with a revenue or pipeline target. From there, we work backwards into required volume, conversion rates, and acceptable customer acquisition costs.
Map the funnel stages
We think in terms of "conversations" instead of channels: awareness, education, comparison, and decision. Different messages, formats and metrics matter at each stage.
Assign channel roles
Once the jobs-to-be-done at each stage are clear, we assign channels based on their strengths – not because they're trending.