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Plans, models, briefs, sequences and audit lists. Browse below or download the resource index to keep the links close at hand.
Downloadable resource index
Get the resource library index
A downloadable index of templates, checklists, calculators, research guides and category-specific working plans.
Templates See all
One-page B2B SaaS go-to-market plan
Connect one customer segment and buying situation to an offer, acquisition motion, operating budget and measurable decision. Use the editable worksheet, example and review steps to turn it into a working document.
Champion business case template
Help an internal buyer explain the problem, expected value, cost and implementation risk using assumptions their colleagues can challenge. Use the editable worksheet, example and review steps to turn it into a working document.
SaaS competitive battlecard template
Prepare a concise buyer-focused comparison with dated evidence, discovery questions and approved claims. Use the editable worksheet, example and review steps to turn it into a working document.
Customer marketing plan template
Organize post-sale communication around adoption, renewal readiness, expansion eligibility and voluntary advocacy. Use the editable worksheet, example and review steps to turn it into a working document.
Customer story interview worksheet
Collect a credible narrative with permission, baseline context and a clear separation between observed results and estimates. Use the editable worksheet, example and review steps to turn it into a working document.
Demand generation plan template
A quarterly demand gen plan template with target accounts, channel budgets, offer calendar, pipeline maths and review cadence, in Docs and Sheets formats.
Growth experiment brief template
Specify the hypothesis, assignment, outcome and decision rule before a growth experiment starts. Use the editable worksheet, example and review steps to turn it into a working document.
SaaS growth model worksheet
Connect acquisition, activation, retention and expansion assumptions to recurring revenue changes. Use the editable worksheet, example and review steps to turn it into a working document.
ICP template for SaaS
A fillable ICP with 22 fields across firmographic, technographic, behavioural and trigger criteria, plus a negative ICP and two completed examples at different ACVs.
Checklists See all
Marketing attribution audit checklist
Check whether attribution reports preserve useful evidence without overstating causality. Work through 10 checks, record evidence and owners, and save an editable copy.
SaaS churn risk review checklist
Review evidence of customer risk without treating one score as certainty. Work through 10 checks, record evidence and owners, and save an editable copy.
Customer onboarding campaign checklist
Deliver relevant post-sale help while coordinating product events, success teams and communication preferences. Work through 10 checks, record evidence and owners, and save an editable copy.
Demand generation campaign launch checklist
Confirm the audience, offer, measurement and sales response before putting a campaign in front of buyers. Work through 10 checks, record evidence and owners, and save an editable copy.
Enterprise SaaS deal readiness checklist
Prepare the evidence and coordination needed for a complex buyer to evaluate and implement the product. Work through 10 checks, record evidence and owners, and save an editable copy.
Enterprise security review preparation checklist
Help marketing and sales provide accurate evidence to a buyer's security review without inventing product assurances. Work through 10 checks, record evidence and owners, and save an editable copy.
First 90 days marketing lead checklist
Build context, establish measurement and choose a small set of executable priorities. Work through 10 checks, record evidence and owners, and save an editable copy.
Lead generation channel test checklist
Design a bounded acquisition test with a useful learning goal and an explicit spending limit. Work through 10 checks, record evidence and owners, and save an editable copy.
SaaS lead quality audit checklist
Diagnose lead problems using a shared fit definition and observed sales outcomes. Work through 10 checks, record evidence and owners, and save an editable copy.
Calculators See all
A/B test sample size calculator
Plan an approximate sample for a two-sided conversion-rate test at 5% significance and 80% power with equal allocation. See the formula, change the inputs and save your results.
A/B test significance calculator
Compare two observed conversion rates with a two-proportion normal approximation and an explicit fixed-horizon interpretation. See the formula, change the inputs and save your results.
Agency retainer break-even calculator
Calculate the incremental revenue and customers required to recover a retainer and related campaign costs. See the formula, change the inputs and save your results.
Agency versus in-house cost calculator
Compare annual cash cost including employment overhead, tools, recruitment and agency management time. See the formula, change the inputs and save your results.
ARPA and ARPU calculator
Average revenue per account and per user, split by segment so the blended number stops lying to you. See the formula, change the inputs and save your results.
Attribution model comparison calculator
The same pipeline scored by first touch, last touch and linear, so you can see how much the model changes the story. See the formula, change the inputs and save your results.
Brand and performance budget planner
Allocate a fixed budget and examine the acquisition constraint implied by the remaining performance spend. See the formula, change the inputs and save your results.
Burn multiple calculator
Net burn divided by net new ARR. The cleanest read on how expensive your growth is. See the formula, change the inputs and save your results.
Customer acquisition cost calculator
Work out what a new customer really costs once you count salaries, tools and agency fees, not just ad spend. See the formula, change the inputs and save your results.
Research methods See all
SaaS activation benchmarks: define first value
Activation comparisons require a meaningful event, an eligible cohort and a shared completion window. Review definitions, sampling choices and common comparison errors.
SaaS AI citation measurement: a reproducible protocol
AI citation measurement records whether an answer includes a brand or source under a defined query and sampling procedure. No original 500-query engine study is claimed on this page. Review definitions, sampling choices and common comparison errors.
Buying committee research: roles and decision timing
Buying-committee research should distinguish observed participants from the wider set of people influencing approval and implementation. Review definitions, sampling choices and common comparison errors.
B2B SaaS CAC payback benchmarks: compare definitions
CAC payback comparisons require aligned acquisition costs, gross margin and customer cohorts, with segment and funding constraints visible. Review definitions, sampling choices and common comparison errors.
B2B SaaS CPL benchmarks: definitions and comparison
A B2B SaaS cost-per-lead benchmark must state the lead event, qualification threshold and costs included before it can guide spending. Review definitions, sampling choices and common comparison errors.
B2B SaaS funnel benchmarks: a cohort method
Funnel conversion benchmarks are meaningful only when the same events and eligible population define each transition. Review definitions, sampling choices and common comparison errors.
B2B SaaS lead-source mix: reconcile different views
Lead-source mix describes where a defined set of inquiries or opportunities is attributed, and it changes with the attribution model and evidence available. Review definitions, sampling choices and common comparison errors.
B2B SaaS marketing budgets: compare scope and stage
Marketing budget ratios depend on what spending includes and which revenue measure forms the denominator. Review definitions, sampling choices and common comparison errors.
B2B SaaS social benchmarks: define exposure and engagement
Social media comparisons need a consistent denominator and account context before reach or engagement can be interpreted. Review definitions, sampling choices and common comparison errors.
Category-specific working plans See all
Marketing accounting software
Marketing accounting software starts with a defined customer workflow: reconcile transactions and prepare a traceable close. This category guide connects the buying situation, evaluation evidence, adoption requirements and twenty practical marketing tasks.
Account expansion for accounting software
Identify a justified next use of accounting software after the account has demonstrated value in its current scope. A practical procedure with a worked scenario, category-specific checks and an editable worksheet.
Comparison content for accounting software
Help an evaluator compare accounting software with the process they would otherwise keep. A practical procedure with a worked scenario, category-specific checks and an editable worksheet.
Demand generation for accounting software
Create a useful buying conversation with a small business with a repeatable monthly close before asking for an evaluation. A practical procedure with a worked scenario, category-specific checks and an editable worksheet.
Ideal customer profile for accounting software
Identify accounts that have both a reason and the capacity to adopt accounting software. A practical procedure with a worked scenario, category-specific checks and an editable worksheet.
Landing page conversion for accounting software
Help a qualified visitor understand accounting software, evaluate the evidence and choose a proportionate next step. A practical procedure with a worked scenario, category-specific checks and an editable worksheet.
Lead magnet design for accounting software
Create a downloadable working resource that helps a finance manager evaluate accounting software. A practical procedure with a worked scenario, category-specific checks and an editable worksheet.
Lifecycle email for accounting software
Send a relevant, permission-aware message when an account using accounting software needs a specific next action. A practical procedure with a worked scenario, category-specific checks and an editable worksheet.
Marketing measurement for accounting software
Measure how suitable accounts discover, evaluate and adopt accounting software without mixing incompatible stages or populations. A practical procedure with a worked scenario, category-specific checks and an editable worksheet.
Diagnostic worksheets See all
When an A/B test stops at the first positive result
The team repeatedly checks significance and ends the test when it looks favorable. Diagnose the cause, choose a bounded correction and verify decisions following the stated analysis and stopping method.
When an account score hides one active person
A high account score is driven by repeated activity from a single contact. Diagnose the cause, choose a bounded correction and verify relevant stakeholder coverage with observed evaluation evidence.
When account fit and buying intent are confused
High engagement causes an unsuitable account to receive top priority. Diagnose the cause, choose a bounded correction and verify qualified progression by fit and intent group.
When the activation event is too easy to complete
Most users count as activated even though few reach meaningful value. Diagnose the cause, choose a bounded correction and verify activation tied to a completed customer task.
When an ad test changes audience, offer and page together
The result changes but the team cannot explain which intervention mattered. Diagnose the cause, choose a bounded correction and verify decisions supported by the actual test design.
When advocacy is requested before the customer succeeds
New customers are asked for testimonials before they have a credible outcome to describe. Diagnose the cause, choose a bounded correction and verify advocacy requests based on genuine achieved value.
When an agency and client disagree on lead quality
The agency meets a volume target while sales rejects most requests. Diagnose the cause, choose a bounded correction and verify accepted qualified requests under one agreed definition.
When an agency handoff leaves access unclear
The client cannot find the owner of advertising, analytics or publishing accounts. Diagnose the cause, choose a bounded correction and verify critical assets with verified ownership and handoff access.
When an agency pitch lacks verifiable context
Headline results omit the baseline, scope or agency's actual contribution. Diagnose the cause, choose a bounded correction and verify claims supported by appropriate contextual evidence.
How to use the working sheets
Choose the file that matches the decision you are making. Read its page first, then save a copy and replace the constructed example with evidence from your own work. The downloads are CSV files for spreadsheet applications; they are not live integrations or automatic forecasting models.
For each working item, record the source, an accountable owner and the next action. Mark a missing fact as unknown. If two people disagree about the definition or scope, resolve that difference before combining their numbers. Keep private customer, employee and account information out of public examples.
Use a small representative case before filling an entire plan. Check an ordinary path and an important exception. A completed row should point to evidence, not merely confidence that the work is probably correct. Record why an exception is acceptable and when it will be reviewed.
Finish with a decision: keep the current approach, make a bounded change, or investigate a named uncertainty. Save the date and version of the assumptions. Downloaded files do not update themselves when the website changes, so retain the page URL and revisit material product or source claims before using an old copy.
Frequently asked questions
What is in the library?
The published templates, checklists, calculators, research guides and category-specific working plans, organized below. Download the index to keep their links in one place.
What does it cost?
Nothing. Read all pages freely. Submit a form to download a working copy or the resource index.
Can I use these with clients?
Yes. Our original materials use CC BY 4.0. Keep attribution when sharing or adapting them. Third-party sources retain their own terms.
How often is it updated?
The website reflects the current library. Download the index again when you want the latest links. Saved copies do not update automatically.
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