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Most marketers are told: “Tie your plan to revenue.” But how?

In this fast-paced live episode, Sam Kuehnle (VP of Marketing at Loxo) breaks down a practical, no-fluff process for building a marketing plan that earns buy-in from leadership, aligns with sales, and actually hits targets.

No vanity metrics. No fake forecasts. Just real talk on what's working, what's not — and how to plan smarter.

In this episode, you’ll learn:

How to calculate marketing’s share of company revenue goals
What “bottoms-up” and “top-down” planning really look like
Why most funnels leak at the demo-to-meeting stage
How to avoid wasting budget on channels you haven’t proven yet
The spreadsheet Sam uses to model all of this

This is your playbook if you're tired of MQL theater and want to lead with strategy, not guesswork.
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🎧 Browse more episodes: Move the Needle Podcast
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