The 90-Day Campaign Blueprint
Plan a quarter your team can actually execute.
See the workbook
Marketing Leadership Toolkit · Volume 01
The Marketing ROI Report Builder
Walk into the leadership meeting with a number you can defend.
A working system for marketing leaders who have to turn scattered campaign data into a story leadership believes. Five channel calculators, a one-page executive dashboard, a four-part narrative framework, and word-for-word answers to the ten questions that come up in every review.
Fillable PDF + editable Word companion · Instant download · For heads of marketing on lean teams
5Channel ROI calculators
10Exec objection scripts
1One-page dashboard template
60Minutes to your first leadership deck
Why it exists
You know the meeting. Your numbers live in five platforms, none of them agree, and you have twelve minutes on the agenda between a pipeline update and a pricing debate. So you bring everything you have. Charts, channels, caveats. And you watch the room go quiet in the wrong way.
The instinct is to add more proof.
I think that misses the point. The problem isn't that leadership doubts your data. It's that your data hasn't been translated into anything they're accountable for. Revenue. Pipeline. Efficiency. Risk.
This workbook does the translation. You bring eight numbers and an hour. It gives you a defensible ROI figure per channel, a one-page dashboard you can hand across the table, a narrative structure that holds up whether the quarter was good or bad, and answers to the questions that always come.
Time to complete: about an hour. 33 pages, 196 fillable inputs. Every external statistic is sourced on the page or it isn't in the book.
What's inside
5 ROI calculators · Exec dashboard · Story framework · 10 objection scripts.
Every part opens with the argument for why it matters, then hands you the tool. Nothing in it is reading for its own sake.
Part 01
ROI Calculation Templates
- The Universal ROI Formula
- Key Terms, Defined for a Finance Audience
- Calculator One — Email Marketing ROI
- Calculator Two — Paid Advertising ROI
- Calculator Three — Content and SEO ROI
- Calculator Four — Events and Webinars ROI
- Calculator Five — The Multi-Channel Rollup
Part 02
The Metric Translation Guide
- The Translation Matrix — Demand and Revenue Metrics
- The Translation Matrix — Reach, Engagement and Efficiency
- How to Report a Miss Without Losing the Room
Part 03
Executive Dashboard Template
- The One-Page Monthly Dashboard
- Dashboard, Part Two — Wins, Concerns, Next 30 Days
- The Quarterly Performance Dashboard
- Filling In Each Section — Step by Step
Part 04
The Story Framework
- The Four-Part Story Structure
- Data Narrative Worksheet
- Weak and Strong — The Same Quarter, Told Twice
Part 05
Exec Objection Scripts
- The Ten Questions — One Through Five
- The Ten Questions — Six Through Ten
- When the Budget Challenge Lands Mid-Review
Quick reference
Take it with you
- The 60-Minute Cheat Sheet
- Rules and Phrases That Land
Sample pages
Built to be filled in, on screen or on paper.
Real form fields in the PDF, so you can type straight into it. Print it and it's a clean workbook. The Word companion is there if you'd rather edit freely.
Get it
$57, yours to keep and reuse.
One purchase covers your use within one business, every quarter, for as long as it's useful. You'll get the fillable PDF and the Word companion the moment checkout finishes, plus the updated edition when the book changes.
Checkout is handled by Gumroad. Sales tax is included where it applies. If it isn't what you needed, reply to the receipt within 30 days and we'll refund it.
Also in the toolkit
The Marketing Budget Defense Kit
Build a number you can defend. Then defend it.
See the workbook
Start a conversation
Worked through it and hit the question you can't answer alone?
That's usually where an engagement starts. Thirty minutes, no pitch — bring the page you got stuck on.