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Start with your three-year goal. Work backward through year two and year one, then name the next 30, 60 and 90-day milestones.

Sets the goal your marketing and sales work need to support.

Pick the objective first. Record the baseline, metric, source and review date. If a number will not change a decision, question why you are tracking it.

Use conversion data and customer feedback to check the plan.

Look at Branding, Marketing, Sales, Infrastructure and Leadership. Pick the impact area, name the task and give it an owner and due date.

Use Macro-Micro-Macro: keep the direction, do the specific work, then review the direction.

Name the buyer, the problem and the platforms they actually use. Define your promise, culture and voice before adding more posts.

Keeps the audience and message connected to your business goal.

Give people a reason to come back and help each other. Choose useful content and a publishing rhythm you can keep. Watch what they do beyond following.

Builds the trust and participation your campaign needs.

What do they want to avoid? What do they want to move toward? Build a sustained campaign around that reason, with accurate claims and one clear action.

Connects audience concerns to a relevant offer and its next step.

Find where people stop. Record the current conversion rate and read the feedback. Test one change, then check it on a set date.

Uses funnel and purchase data to improve the message and customer path.

Give the right person something useful. Make the free resource solve a real first problem. If they choose email lessons, make that choice clear.

Turns chosen interest into an email relationship you can continue.

Design an accessible first paid offer that delivers what it promises. Use it to build trust through experience, not to hide the real terms.

Can give sales a customer who already knows the value of your work.

State who it helps, what is included and what you can deliver. Check that the earlier steps prepare the right person for this offer.

Connects the promise in your marketing to the experience you deliver.

Offer the next level only when it adds relevant value and you can deliver it. More expensive does not automatically mean more useful.

Repeat purchases give you evidence to bring back into CRO.

Check the actual problem and whether your offer can help. Track the conversation and next step in your CRM. More leads will not fix a bad fit.

Uses the relationship built through marketing and the first offer.

Make the scope, price, terms and next step clear before a decision. Ask for a decision when there is a fit. If the offer cannot help, say so and review the offer.

Turns a suitable conversation into a clear handoff to delivery.

Help people use what they bought. Set up the support and follow-through that make it easier to get value. Check what the customer experiences.

Delivery feedback shows what the next plan needs to fix.

Find out what the customer needs next. Offer deeper support or another product when it fits. Do not push the next sale before delivering the first.

Returns customer needs and repeat-purchase evidence to the system.