The Plot Framework
- David Hampian
- Nov 30
- 2 min read
Updated: Dec 1
Most marketers are taught to ask for budget by showing inputs. Impressions. Views. Clicks. Engagement.
The problem is that none of those things map cleanly to business value. Finance teams do not fund activity. They fund outcomes.
If you want leadership to invest in brand and content, you need to prove how your work drives long term value. Not in theory. In numbers. In a simple system that anyone from a CFO to a new analyst can understand.
That is why I built the PLOT Framework.
It is the same method I used inside large organizations to secure massive budget increases by showing a clear, measurable connection between marketing and revenue.
PLOT stands for Partner, Locate, Outline, Tell.
It is four steps that turn your marketing work into a real investment case.
In the full guide, you will learn how to:
• Partner with Finance before you ever talk budget
• Locate the customer actions that truly drive business value
• Measure which marketing tactics cause those actions to happen
• Build a dollar based model that scales into real LTV
• Tell a system level story that makes the budget decision obvious
The best part. You do not need to be a data scientist to use this. The framework is designed so marketers can lead the process with confidence, while partnering with Product, Finance, and Analytics in the right way.
The downloadable version breaks the entire system into easy, step by step actions. It shows you who to work with, what to ask for, what to measure, and how to string it together into a budget narrative that makes leadership lean in instead of push back.
If you have ever struggled to explain your impact, if you feel like your work gets undervalued, or if you are preparing for your next annual planning cycle, this guide will save you time and unlock better conversations with your stakeholders.
Brand and content work create massive value.
This is the method that proves it.
Download the full PLOT Framework guide below.
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