Free marketing templates for founders

Working templates you can download and run — the DIY versions of the systems AAJ builds with clients. Delivered to your inbox, free.

Templates

  1. The Startup Marketing Plan

    Excel + Google Sheets · Free

    Topic: Go-to-Market & Growth Planning

    A fill-in Excel workbook (works in Google Sheets) that turns scattered tactics into a measurable 90-day plan — funnel & unit economics, positioning, a channel scorecard, a roadmap, and a budget allocator.

    Get the template

  2. The Marketing Budget Planner

    Excel + Google Sheets · Free

    Topic: Analytics, Experiments & Budget

    Size, allocate, track and forecast your marketing spend — with AAJ's stage bands, a CAC ceiling from your own unit economics, an automatic expense tracker, ROI verdicts, and a new-ARR forecast.

    Get the planner

  3. The Positioning & Messaging Workbook

    Excel + Google Sheets · Free

    Topic: Strategy & Positioning

    From "what do we actually do?" to a positioning statement your whole team can say out loud — competitive alternatives, differentiator tests, a messaging house, audience variants and copy blocks with live word counters.

    Get the workbook

  4. The Sales Pipeline & Forecast Tracker

    Excel + Google Sheets · Free

    Topic: Sales & Pipeline

    Will you hit the number? A weighted forecast, coverage math from your real win rate, the gap in dollars — and the lever to pull, named in plain words.

    Get the tracker

  5. The MMM-Lite Starter Kit

    Python + Templates · Free

    Topic: Analytics, Experiments & Budget

    A ready-to-run media-mix model, the data schema, an incrementality-test template, and monthly decision rules — where does the next $1,000 work hardest?

    Get the kit

  6. The AI Visibility Starter Kit

    Node script + Templates · Free

    Topic: AI Search & Agent Readiness

    A runnable audit that scores any page for AI citation readiness, the citation prompt set, schema templates, and the decision rules — can ChatGPT actually read your site?

    Get the kit

  7. The Content Calendar & Repurposing Tracker

    Excel + Google Sheets · Free

    Topic: Content, Copy & SEO

    Plan, publish and repurpose in one workbook — pillar strategy, a monthly editorial calendar, a repurposing tracker that turns one hero asset into ten, and a performance log.

    Get the tracker

  8. The ICP & Target Account Scorecard

    Excel + Google Sheets · Free

    Topic: Sales & Pipeline

    Turn your ICP into weighted signals, score every account 0–100, and tier A/B/C — with fit-vs-intent scoring, disqualifiers, and a calibration tab so your team works the winnable deals first.

    Get the scorecard

  9. The Segment Scorecard

    Excel + Google Sheets · Free

    Topic: Strategy & Positioning

    Score up to eight market segments on six weighted criteria, with the evidence and confidence behind every score, then rank them and commit to the first market to win.

    Get the scorecard

  10. The Competitor Research Grid

    Excel + Google Sheets · Free

    Topic: Strategy & Positioning

    Profile every alternative buyers consider, including workarounds and doing nothing, with a source and date on each entry, and turn it into where you win and your investor competition slide.

    Get the grid

  11. The Lead Scoring and SLA Sheet

    Excel + Google Sheets · Free

    Topic: Sales & Pipeline

    Score every lead on fit and behavior, set your MQL threshold, and write a marketing–sales SLA with response times and a weekly tracker.

    Get the sheet

  12. The Tracking Plan and UTM Builder

    Excel + Google Sheets · Free

    Topic: Analytics, Experiments & Budget

    Plan your GA4 events and key events, set a UTM convention that fits GA4's channel rules, build tagged links and keep a link log your whole team uses.

    Get the builder

  13. The Security Questionnaire Answer Library

    Excel + Google Sheets · Free

    Topic: Sales & Pipeline

    Log every security questionnaire, keep one approved answer per question with its evidence and owner, track subprocessors and changes, and reply inside a time you set.

    Get the library

  14. The Marketing KPI Board Report

    Excel + Google Sheets · Free

    Topic: Analytics, Experiments & Budget

    Turn a period of raw numbers into board-ready KPIs — CAC, payback, LTV:CAC, pipeline efficiency and attainment — each with a trend, a sourced reference line where one exists, and a headline that writes itself.

    Get the report

  15. The Launch Plan Checklist

    Excel + Google Sheets · Free

    Topic: Go-to-Market & Growth Planning

    Set one date and 40 launch tasks schedule themselves across six phases — with a readiness gate before you commit and a live Go/No-Go verdict.

    Get the checklist

  16. The Retention & NRR Workbook

    Excel + Google Sheets · Free

    Topic: Retention, Expansion & Advocacy

    Turn a period of revenue movement into NRR, GRR, churn and quick ratio — each with a plain-English read — plus a cohort view, a churn breakdown, and an LTV sizer.

    Get the workbook

  17. The AI Tool Policy for Marketing

    Word + Google Docs · Free

    Topic: Marketing Ops, AI & Team

    A one-page policy your team can adopt this week - approved tools, what never goes into a prompt, and the review gate before anything publishes.

    Get the policy

  18. The Brand Voice Guide

    Word + Google Docs · Free

    Topic: Brand & Voice

    Voice rules specific enough to check against - plus the block your AI tools read, so the rules can actually be enforced.

    Get the guide

  19. The Pricing Page Teardown & Price-Test Log

    Excel + Google Sheets · Free

    Topic: Pricing & Monetization

    Score your pricing page and three competitors on 21 checks, then test a price only when your traffic can answer the question.

    Get the workbook

  20. The Diagnose, Design, Execute Email Course

    Email course · Free

    Topic: Go-to-Market & Growth Planning

    Ten short lessons over three weeks, from the one number that matters to a plan you can measure.

    Start the course

  21. The Board Marketing Slide Pack

    PowerPoint + Google Slides · Free

    Topic: Analytics, Experiments & Budget

    Twelve board slides that lead with the answer: the number against plan, what it cost, what you learned and what you need.

    Get the slide pack

  22. The Webinar Run-of-Show & Follow-Up Planner

    Excel + Google Sheets · Free

    Topic: PR, Partnerships & Events

    Plan the session and the follow-up together: a dated countdown, a timed run-of-show, and three follow-up messages.

    Get the planner

  23. The PR Pitch & Media Tracker

    Excel + Google Sheets · Free

    Topic: PR, Partnerships & Events

    Pitch stories, not announcements: a story bank, a reporter list, a pitch writer and a log that says when to stop.

    Get the tracker

  24. The Case Study Kit

    Word + Google Docs · Free

    Topic: Website & Conversion

    Turn a customer result into proof you can publish - the permission to use it, the evidence that makes it believable, and the write-up.

    Get the kit

  25. The Campaign Brief

    Word + Google Docs · Free

    Topic: Go-to-Market & Growth Planning

    Decide the one number, the one audience and belief, and how you will judge the campaign - before any money is spent.

    Get the brief

Looking for interactive tools instead? Explore the tools.