Plan a year of marketing in one connected model
Planifold keeps your objectives, budgets, campaigns, KPIs and customers in one place. You can see which goals have funding, which spending has no goal behind it, and which figures are measured and which are assumed.
The free plan includes one seat and has no time limit. You do not need a card to sign up.
Read it instead
- Your marketing plan runs on hundreds of numbers.
- Do they add up?
- Know what every dollar is working toward: an objective, the initiative serving it, the budget line and promotion paying for it, and the KPI that measures it.
- Discover when the math just isn’t mathing: an objective that needs $671.0K and is funded for $480.0K, two objectives with nothing working on them, and $700.0K of budget tied to nothing.
- Move from assumptions to estimates to actuals: one revenue figure goes from assumed, to estimated, to measured, each saying where it came from.
- Action items to speed up your planning process: the attention queue, listing what needs fixing and where.
- AI that helps you import your data and build the plan: the agent reads last year’s spreadsheet and proposes objectives and budget lines. Nothing changes until you approve it.
- Plan a year of marketing where every number is connected. Start free.
A list of what is not connected
When your plan is connected, you rarely notice it. When something comes apart, you usually find out late. Planifold keeps a list of the gaps: goals with no work behind them, spending with no stated purpose, and metrics that have not been updated. The list is calculated from your data, and each row links to the place where you can fix it.
Budget matched to the work it pays for
Each budget line names the initiative it funds, and each objective shows what is funding it. The alignment view lists the items that have no match on the other side. It lists them by name.
A count such as “three objectives are unfunded” tells you there is a problem. A list of those three objectives tells you where to start.
A budget that is easy to read
The budget is organised by department, account and line. It shows subtotals at each level and one column for each of the twelve fiscal months. The monthly amounts must add up to the yearly plan, so the two cannot disagree.
You can import last year’s spreadsheet. The assistant suggests which column matches which field, and you confirm the mapping before Planifold saves any rows.
One calendar for everything scheduled
Media flights, promotions, PR embargo dates and initiative windows share one timeline. A media flight is a period when your ads are running, and an embargo is a date before which news must not be published. With everything in one place, you can see what else is happening in any given week.
Every figure says how sure it is
You can enter an estimate, and Planifold asks you to label it as one. Any figure calculated from that estimate takes on the same label. If a figure cannot be worked out, Planifold names the missing input and shows no number. A zero would look like a real result, and it could lead you to a wrong decision.
measured
Counted from a source, such as an invoice, a transaction or an observation.
modeled
Calculated from measured inputs with a formula you can open and read.
estimated
Inferred from something related, with the reasoning written down.
assumed
Someone decided on the value. It rests on judgement, and Planifold marks it that way.
What is included
Planifold has seven modules. They all work from the same data, so a change in one shows up in the others.
Strategy
Objectives are the goals you set for the year. You can break them down from company to department to team, and each one shows whether any budget is paying for it.
Budget
Each budget line has a general ledger (GL) code, which is the account number your finance team uses. It also has a department and the initiative it pays for. If a line has no initiative, the line says so.
Media
Reach is the share of an audience that sees your ads at least once, and frequency is how many times they see them. Planifold works both out from published formulas and lists each assumption it used.
Promotions & PR
Offers, press pitches and coverage appear on the same calendar as your media schedule, so you can see when they overlap.
KPIs
A KPI, or key performance indicator, is a number you track to see how a goal is going. Each KPI has one written definition, so two people quoting it are talking about the same thing.
Locations
A trade area is the region your customers come from, such as everywhere within a fifteen minute drive of a store. You can draw trade areas and see what falls inside each one.
Customers
You upload a customer file and Planifold reads it without keeping it. From that file it works out cohorts, which are groups of customers who first bought in the same period, along with retention and acquisition cost.
Begin with one task
You can import a budget, upload a customer file, or enter the objectives you already work to. As you add information, Planifold connects it and lists whatever is still unmatched.