Marketing calendar template
Fill in the goal first. If the weekly rows do not obviously serve it, the plan is not finished.
Deciding the measure before you start
The measure chosen afterwards is always the one the results happen to support, which is how a business can have four successful quarters in a row and no more customers than it started with. Writing it down first is uncomfortable for exactly the reason that makes it worth doing.
The template
QUARTER: [dates] THE ONE GOAL: [what should be true at the end] HOW I WILL KNOW: [the measure, decided now, not later] ACTIVITIES (two or three, no more): 1. [activity] — because [the evidence it works] 2. [activity] — because [the evidence it works] EVERY WEEK: Monday: [the follow-ups] Wednesday: [the thing that gets written or made] Friday: [look at the measure] ONE-OFFS BY MONTH: Month 1: [what] Month 2: [what] Month 3: [review — did the measure move, repeat or stop]