B2B SaaS Go-To-Market Plan Template, Pipeline Calculator Spreadsheet, Google Sheets Excel

Work out how many leads you actually need, then plan the launch that gets them.

Most marketing plan templates are blank boxes with headings. This one does the math. Enter your revenue target, deal size and funnel rates, and it tells you how many leads, MQLs, SQLs and deals you need each month. Then it checks whether your channel budget can produce them.

What's inside (one workbook, 9 tabs):

- Pipeline Math. Work backwards from your ARR target to monthly leads, MQLs, SQLs, opportunities and deals. Also shows the pipeline you need open and the last day to create an opportunity that closes this period.
- ICP & Personas. A weighted scorecard that tiers target accounts, plus a persona grid covering pains, triggers, objections and where buyers learn.
- Messaging Matrix. Pain, outcome, proof, hook and call to action for each persona, plus a positioning statement builder.
- Competitor Map. Where each rival wins and where they're weak, with your counter-line. The status quo is included, because most deals are lost to doing nothing.
- Channel Plan & Budget. Budget and cost-per-lead by channel. It calculates MQLs and cost per MQL, and flags when you're short of target.
- 90-Day Launch Plan. 24 pre-written tasks across Foundation, Launch and Optimize, with owner and status tracking.
- KPI Tracker. 13 weeks of actuals against targets pulled from Pipeline Math. It shows whether you're on pace, not just running totals.
- AI Prompt Library. 26 copy-ready prompts for ChatGPT or Claude: customer research, positioning, homepage copy, ads, outbound, nurture, case studies, sales decks and funnel diagnosis.

Who it's for: founders, first marketing hires and small B2B SaaS teams planning a launch, a new segment or next quarter's pipeline.

Format: .xlsx file. Works in Microsoft Excel and Google Sheets (File > Import). No macros. Example values show you the format; replace them with yours.

Note: This is a digital download. Nothing is shipped.