> ## Documentation Index
> Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Marketing strategy inputs

<img src="https://mintcdn.com/b2-b-playbook/8TjYHkeg5vZEv16F/assets/illustrations/worksheet-marketing-strategy-inputs.webp?fit=max&auto=format&n=8TjYHkeg5vZEv16F&q=85&s=f491ef2f6a5fe34cebe0649a3395e40f" alt="Ranked ICPs; Marketing advantages (1–3, real); Perceptions (3–4 storylines)" width="1600" height="900" data-path="assets/illustrations/worksheet-marketing-strategy-inputs.webp" />

B2B Playbook working file. Read [GTM planning](../playbooks/09-operations-pipeline-and-measurement/gtm-planning.md) and [channel strategy](../playbooks/04-channels-and-distribution/channel-strategy.md) first.

Strategy before the demand spreadsheet. Delete teaching notes. Rank with no ties. Do not invent advantages you do not have.

Copyright © 2026 Ivan Xu. Private operating copy permitted. See LICENSE.

***

## Ranked ICPs

| Profile (seat + company context) | Maturity (core / scaling / testing / not a priority) | Share of effort this period | Why |
| -------------------------------- | ---------------------------------------------------- | --------------------------- | --- |
|                                  |                                                      |                             |     |
|                                  |                                                      |                             |     |

## Marketing advantages (1–3, real)

Name what already accelerates growth. Categories are a prompt, not a checklist: product (virality, free plan, wedge), ecosystem (integrations, channel partners, a forcing function), brand-story (founder distribution, category ownership, an underserved community).

1.
2.
3. (optional)

What we will **not** call an advantage this period:

## Perceptions (3–4 storylines)

Statements a buyer should be able to say about us. A campaign Goal should move one of these.

1.
2.
3.
4. (optional)

Test: can \~90% of non-SEO content this period ladder to one of these? yes / no / which is orphaned:

## Four revenue levers (forced rank, no ties)

1. (highest)
2.
3.
4. (lowest)

The four to rank: grow top-of-funnel in an existing audience · grow top-of-funnel in a new audience · increase value per customer · improve efficiency (conversion, cost, waste).

What this ranking forbids this period:

## Big bets (1–3)

Work that could change the trajectory, not the day-to-day that keeps the lights on. Each row needs fuel (perception or offer), engine, and audience.

| Bet | Fuel | Engine | ICP maturity | Owner | Contingency (product / hire / budget) | Stop rule |
| --- | ---- | ------ | ------------ | ----- | ------------------------------------- | --------- |
|     |      |        |              |       |                                       |           |
|     |      |        |              |       |                                       |           |

## KPO goals (\~5–8)

Time-bound. Each KPI has an efficiency twin. Non-goals are written.

| Kind (K / P / O) | Goal | Why | Owner | Date |
| ---------------- | ---- | --- | ----- | ---- |
|                  |      |     |       |      |
|                  |      |     |       |      |

Non-goals this period:

Stretch (only if hire / budget / product lands):

## Then, and only then

* Primary motion (from [channel strategy](../playbooks/04-channels-and-distribution/channel-strategy.md)):
* Demand and capacity files: [gtm-demand-plan.xlsx](gtm-demand-plan.xlsx) / [gtm-sales-capacity.xlsx](gtm-sales-capacity.xlsx)