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18 Best Free Microsoft Excel Templates for Marketing & Sales

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18 Best Free Microsoft Excel Templates for Marketing & Sales

Many of us can recall a time in high school when we were sitting in math class and thinking, “When am I ever going to use this stuff in the real world?” And then we suddenly find ourselves in the real world, only to realize that numbers do play a pivotal role in what we do — especially in digital marketing.

The trouble is, many Excel templates and spreadsheets are riddled with numbers and formulas that aren’t all that inviting. Making them from scratch can be especially intimidating. While we won’t argue with that, we will say that the advantages of leveraging Excel’s functionality to organize information and streamline tasks are unparalleled.

To help those of you looking for a way to sharpen your skills, we’ve put together a detailed list of ways you can start using Excel to simplify your marketing tasks. Complete with templates, these suggestions will have you making strides in no time. Know what’s even better? You can download a kit of Excel templates in one fell swoop.

Microsoft Excel has many capabilities. It stores data and has tools for data analysis. It performs calculations and allows you to use code for automation. And while many recognize it as a tool for calculating numbers and figures, it’s more than that.

There is a learning curve when using Excel, and it takes time to master its many uses. Outside of calculations, the spreadsheet allows you to create social media schedules, editorial calendars, campaign trackers, and more. And instead of subjecting yourself to trial-and-error processes that would certainly waste time, you can use the following marketing templates to expedite your company’s success in marketing, sales, and project management.

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Marketing Excel Templates

1. Marketing Budget Template

marketing budget template in excel showing monthly spend

While marketing budgets vary from business to business, the need for structure and a clear sense of alignment between your goals and your spending is critical across the board. To ensure your preparedness for unanticipated costs, you must allocate your budget thoughtfully and correctly. You will also need to keep tabs on how closely you’re sticking to your projected expenses.

If you want to avoid a mess at the end of the month or quarter, take a look at this collection of 8 marketing budget templates designed to help you better organize your marketing spend. From product marketing and website redesign to content marketing and events, these templates serve as a guide for marketers to visualize and track their expenses to avoid overspending.

The collection also contains a master marketing budget template that will help you generate a high-level visualization of your marketing budget on a month-by-month and quarterly basis.

2. Marketing Dashboard for Excel

marketing dashboard with performance metrics and colorful bar and line graphs

There is no shortage of data to monitor when it comes to marketing, and if it feels like you’re getting too far in the weeds or missing essential details when it gets too granular, a marketing tracker like the above dashboard can help.

This particular tool allows you to enter metrics by campaign to auto-populate visual and easy-to-read charts. As a result, you can visualize the effectiveness of spending and activity across multiple initiatives.

3. Monthly Marketing Reporting Template

monthly marketing metrics template in excel that includes rows for direct traffic, email marketing, and other channels to calculate month over month growth

Is there a feeling sweeter than hitting all of your goals for the month? How about communicating your success to your boss? Excel spreadsheets can prepare comprehensive reports of your marketing metrics to send to your boss. There’s no need to work from scratch. (After all, you’ve already worked so hard this month.)

To simplify your reporting, check out these monthly marketing metrics templates and the corresponding PowerPoint template. Each month, you can update them quickly and easily to reflect your monthly visits, leads, customers, and conversion rates. From there, you’ll have everything you need to track and report on which channels are performing best. Every boss loves to see ROI, so you can’t go wrong with these templates.

4. SMART Goal Matrix

smart marketing goals template in excel that includes slots for time period and numerical metric

Whether you’re planning for a new year, quarter, or month, defining a clear set of goals is critical for driving the direction of your marketing efforts and priorities.

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Sometimes, you might need help not only setting marketing objectives but achieving them. Start with these SMART goal planning templates. Rooted in specificity, measurability, attainability, relevancy, and timeliness, these templates will help you set your team up for success. They will also provide you with a tool for identifying your most prominent marketing needs.

5. On-Page SEO Template

on-page seo template in excel with URL, social media details, and calls to action

When it comes to SEO, there’s a lot for marketers to remember to see results. In other words, there is a lot for marketers to forget. With search engines evolving and algorithm changes turning your existing strategy on its head, it’s easy to feel overwhelmed and push off revamping your SEO strategy. However, SEO should never be an afterthought.

If you’re looking for the light at the end of the tunnel, pull up this handy SEO template created in Excel. Designed to make the process of managing your SEO efforts a whole lot easier, marketers can use this template to guide their strategy step-by-step or pass it off to their webmaster to serve as a helpful guide. It focuses on keywords and SEO best practices, while providing tips and tricks to identify nuances and increase productivity.

6. Google Ads Campaign Tracker

google ads campaign tracker in excel that includes ad variations and formats

If you’re doing your Google Ads campaigns right, they probably aren’t “walks in the park.” That’s because, to get the most bang for your buck, you set up multiple campaigns with multiple ad groups. You also have variations of your campaigns — all with different content. Not only that, but you’re (hopefully) also keeping track of those campaigns to determine which ones to shut off, add more money to, or tweak.

Sounds like a lot to keep track of, right? But take a deep breath. This Google Ads tracking template is a marketing campaign template that can keep you on top of your Google Ads game. It’ll help you catch mistakes and implement best practices across all the different campaigns and ad groups you’re running — for the top, middle, and bottom of the funnel. It’s a perfect complement to that SEO template you’ve started using.

7. Lead Scoring & Tracking Template

sla template in excel that shows cumulative goal tracking over the course of a year

It’s no secret that sales and marketing have a pretty rocky relationship history. Sales might think marketing isn’t generating enough leads, while marketing might think their sales representatives aren’t capitalizing on the leads they’re sending over. When it comes down to it, finger-pointing doesn’t grow a business.

To better align your sales and marketing teams, turn to this template for creating a service-level agreement (SLA). Generally speaking, an SLA is a contract that defines the sales department’s expectations for marketing leads (both quantity and quality), and the expectations marketing has for how sales will act on qualified leads.

With this customizable SLA template in your toolbox, you’ll have the information you need to reduce tension and define a concrete monthly lead generation goal. You’ll also be able to track and measure the success of specific lead generation channels and keep close tabs on your current sales close rates.

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8. Leads and Traffic Goal Calculator

leads and traffic goal calculator in excel that includes new revenue and percentage revenue needed to make goal

You have to set a leads goal, but you don’t know where to start. Once you finally figure that out, you have to determine how much traffic you need to hit that goal, but you’re not sure what approach to take there, either.

It sounds like you could use a hand in calculating your leads and traffic goals. Luckily, there’s an Excel template for that. You won’t have to sort through these numbers on your own. This template will take care of the math and give you a clear picture of what you need to accomplish to achieve your traffic and leads goals. It will also ensure the health of your inbound marketing strategy.

9. Essential KPI Tracker

essential kpi tracker template in excel that tracks measurement frequency and grades performance by green, yellow, and red

If you’re a fan of the monthly metrics template (item #3 on this list), you might want to grab a copy of this template as well. The essential KPI tracker, shown above, takes the metrics your marketing team has agreed to track and describes them in more detail.

KPI stands for “key performance indicator.” They’re your most important metrics, each with a unique purpose and place in your marketing strategy. Using this template, you can assign specific employees to each KPI, define the frequency at which you’ll monitor each KPI’s performance, and assign each KPI a color that reflects the quality of that KPI’s performance.

If one of your KPIs is organic traffic, for example, you can set up your template such that 100 page views per month are red (poor performance), 500 page views per month are yellow (stable performance), and 1000 page views per month are green (great performance).

Sales Excel Templates

1. eCommerce Planning Kit

ecommerce planning kit with tables, pie charts, and line graphs

E-commerce stores come with many moving parts. Planning ahead can save you time and heartache later.

This kit includes a marketing plan that guides you through market research, target market, channels and vendors, and more. Once your e-commerce store is live and running, you can use the conversion template to track performance across vendors and platforms where products are listed to give you a holistic view of your efforts.

2. Prospect List Template

microsoft excel templates: prospectsIn a business, the most important people are your customer or client base. Although your current customers constantly need to be nurtured, focusing on your prospect list is also essential.

A prospect is a person, business, or organization that might be interested in your products or services. It could be someone who has shown interest or someone who could benefit from your company. A prospect list allows you to focus on the potential customers that you should nurture similarly to your current customers.

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The information needed to build a prospect list is elementary. Start building this list with the person’s name, title and company, location, and contact information. Additional information could include their industry, employee size, company description, and pain points.

Once you’ve used a template like this one, you’re ready to upgrade to a CRM, which stores the same information in a more user-friendly format.

3. Sales Forecasting Template

free microsoft excel templates: sales forecasting

Sales forecasting is similar to weather forecasting. Without the proper tools, it’s impossible to get an accurate idea of what’s ahead. While a meteorologist might use Doppler radars and satellite data for their predictions, your business can use the above sales forecasting template.

Sales forecasting helps with business planning, budgeting, and risk management. Overall, it helps strengthen the strategy that you build for your company. Using this template will help you track business sales, accurately predict your sales revenue, and plan for future growth.

Sales forecasting is challenging, but this spreadsheet formula makes the process easier.

3. Sales Metrics Calculator Template

free microsoft excel templates: sales metrics

Sales are complex. Once you add sales metrics into the picture, the complications increase. There are many numbers and figures to calculate, track, record, and document. This interactive Excel spreadsheet will help you get the job done.

Not only does this template help you keep track of sales, but it keeps track of your salespeople as well. With the sales metrics calculator template, you can calculate customer retention rate, win rates, product revenue, employee turnover rate, and more.

Project Management Excel Templates

1. Social Media Posting Schedule

social media posting schedule in excel with days and times of the week

You might already use a social media scheduler to manage and publish your posts every week, but you still need a place to draft your social copy and decide which posts will go to which social networks.

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And because most social media schedulers allow you to upload social post copy in bulk from a spreadsheet, it’s best if you have an Excel template designed for this purpose. With that in mind, we created the Excel template shown above.

This social media posting schedule allows you to draft each social post — the time it will post, the message you want to publish, and any link you want to accompany your message (blog post, registration page, an ebook landing page, etc).

Once you’ve drafted all of your social posts for the week, month, or quarter, you can sort them by social network and upload your Excel file into your social media platform of choice.

2. Blog Editorial Calendar

blog editorial calendar in excel for topic planning

Blogging plays a significant role in your ability to attract visitors and leads to your website. But managing a blog is one of those responsibilities that’s easier said than done.

Whether you’re struggling with ideation, consistency, or simply just lacking organization, an editorial calendar can often serve as the solution you need to refocus your blogging efforts and generate even more traffic and leads from your content. Visualizing the blog posts you plan to publish in a given week or month makes it easier to define overarching themes, keep track of ideas, manage contributions, and prioritize strategic distribution.

Use this editorial calendar template as the starting point for keeping track of all of your business’ content. It’ll help you be more mindful of topic selection, buyer personas, keyword inclusions, and CTA alignment.

3. WIP Template

wip-excel-templateHow do you keep track of the day-to-day progress of your company, especially when there are people, tasks, and timelines to monitor? A WIP (work-in-progress) template is essential to keeping track. If you’re not ready to commit to a project management software like HubSpot Projects, you can still manage your projects and processes with a spreadsheet.

This template provides you with a project overview that makes tracking easier than ever. The WIP template from Project Manager tracks tasks, time, costs, and workload. It also allows your team to change the work view (task list, spreadsheet, calendar) based on preference. With this template, you get all the data you need to monitor the life cycle and progress of your projects.

4. Social Media Content Calendar

social media content calendar in excel with color coding for type and slots for each day

Since you’re probably generating tons of clicks from your Google Ads campaigns and writing amazing content thanks to your blogging editorial calendar, you’ll need some help figuring out how to spread the love on social media. We’ve got just the thing.

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The social media calendar template is the perfect resource for helping you scale and streamline your social media marketing. When you use Excel to break out separate worksheets for each social network you’re using, you’ll be able to keep a repository of content ideas, so you’re never struck by writer’s block and always have something to post.

It’s also worth mentioning that marketing calendar Excel templates come in handy when using Twitter, as it can count your characters to help you write tweets that stay within the 280-character limit.

5. Product Launch Plan

product launch plan with a table format laying out product, positioning, analysis, strategy, and more

A well-executed product launch can be a key differentiator for successful marketing and early adoption. The right plan can give you clarity and purpose as you move forward and announce the new product’s existence to your customers and prospects.

This product launch plan can help you organize your thoughts around competitive analysis, positioning, and product strategy. It even goes so far as to help you brainstorm pains, proof points, and key messaging for campaigns.

Excel your marketing process.

Data is any marketer’s friend. Even though spreadsheets seem like they’ve been around forever, Microsoft Excel has so many capabilities that still make it an amazing resource for displaying, organizing, analyzing, and parsing data. With a little bit of Excel magic, you can streamline your workflow and arrive at some a-ha moments from data insights.

Editor’s note: This post was originally published in March 2019 and has been updated for comprehensiveness.

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8 major email marketing mistakes and how to avoid them

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8 major email marketing mistakes and how to avoid them

As email marketers, we know we need to personalize the messages we send to subscribers and customers. I can’t think of a single statistic, case study or survey claiming an email program of one-to-everyone campaigns outperforms personalization.

Instead, you’ll find statistics like these:

  • 72% of customers will engage only with personalized messages (Wunderkind Audiences, formerly SmarterHQ)
  • 70% of consumers say that how well a company understands their individual needs affects their loyalty (Salesforce)
  • 71% of customers are frustrated by impersonal shopping experiences (Segment)

But what marketers often don’t understand, especially if they’re new to personalization, is that personalization is not an end in itself. Your objective is not to personalize your email campaigns and lifecycle messages. 

Rather, your objective is to enhance your customer’s experience with your brand. Personalization is one method that can do that, but it’s more than just another tactic. 

It is both an art and a science. The science is having the data and automations to create personalized, one-to-one messages at scale. The art is knowing when and how to use it.

We run into trouble when we think of personalization as the goal instead of the means to achieve a goal. In my work consulting with marketers for both business and consumer brands, I find this misunderstanding leads to eight major marketing mistakes – any of which can prevent you from realizing the immense benefits of personalization.

Mistake #1. Operating without an overall personalization strategy

I see this all too often: marketers find themselves overwhelmed by all the choices they face: 

  • Which personalization technologies to use
  • What to do with all the data they have
  • How to use their data and technology effectively
  • Whether their personalization efforts are paying off

This stems from jumping headfirst into personalization without thinking about how to use it to meet customers’ needs or help them solve problems. 

To avoid being overwhelmed with the mechanics of personalization, follow this three-step process:

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  • Start small. If you aren’t using personalization now, don’t try to set up a full-fledged program right away. Instead, look for quick wins – small areas where you can use basic personalized data to begin creating one-to-one messages. That will get you into the swing of things quickly, without significant investment in time and money. Adding personal data to the body of an email is about as basic as you’ll get, but it can be a start.
  • Test each tactic. See whether that new tactic helps or hurts your work toward your goal. Does adding personal data to each message correlate with higher clicks to your landing page, more conversion or whatever success metric you have chosen?
  • Optimize and move on. Use your testing results to improve each tactic. Then, take what you learned to select and add another personalization tactic, such as adding a module of dynamic content to a broadcast (one to everyone) campaign. 

Mistake #2. Not using both overt and covert personalization

Up to now, you might have thought of in specific terms: personalized subject lines, data reflecting specific actions in the email copy, triggered messages that launch when a customer’s behavior matches your automation settings and other “overt” (or visible) personalization tactics.

“Covert” personalization also employs customer preference or behavior data but doesn’t draw attention to it. Instead of sending an abandoned-browse message that says “We noticed you were viewing this item on our website,” you could add a content module in your next campaign that features those browsed items as recommended purchases, without calling attention to their behavior. It’s a great tactic to use to avoid being seen as creepy.

Think back to my opening statement that personalization is both an art and a science. Here, the art of personalization is knowing when to use overt personalization – purchase and shipping confirmations come to mind – and when you want to take a more covert route. 

Mistake #3. Not maximizing lifecycle automations

Lifecycle automations such as onboarding/first-purchase programs, win-back and reactivation campaigns and other programs tied to the customer lifecycle are innately personalized. 

The copy will be highly personal and the timing spot-on because they are based on customer actions (opting in, purchases, downloads) or inactions (not opening emails, not buying for the first time or showing signs of lapsing after purchasing). 

Better yet, these emails launch automatically – you don’t have to create, schedule or send any of these emails because your marketing automation platform does that for you after you set it up. 

You squander these opportunities if you don’t do everything you can to understand your customer lifecycle and then create automated messaging that reaches out to your customers at these crucial points. This can cost you the customers you worked so hard to acquire, along with their revenue potential.

Mistake #4. Not testing effectively or for long-term gain

Testing helps you discover whether your personalization efforts are bearing fruit. But all too often, marketers test only individual elements of a specific campaign – subject lines, calls to action, images versus no images, personalization versus no personalization  – without looking at whether personalization enhances the customer experience in the long term.

How you measure success is a key part of this equation. The metrics you choose must line up with your objectives. That’s one reason I’ve warned marketers for years against relying on the open rate to measure campaign success. A 50% open rate might be fantastic, but if you didn’t make your goal for sales, revenue, downloads or other conversions, you can’t consider your campaign a success.

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As the objective of personalizing is to enhance the customer journey, it makes sense then that customer lifetime value is a valid metric to measure success on.  To measure how effective your personalization use is, use customer lifetime value over a long time period – months, even years – and compare the results with those from a control group, which receives no personalization. Don’t ignore campaign-level results, but log them and view them over time.

(For more detailed information on testing mistakes and how to avoid them, see my MarTech column 7 Common Problems that Derail A/B/N Email Testing Success.)

Mistake #5. Over-segmenting your customer base

Segmentation is a valuable form of personalization, but it’s easy to go too far with it. If you send only highly segmented campaigns, you could be exclude – and end up losing because of failure to contact – many customers who don’t fit your segmentation criteria. That costs you customers, their potential revenue and the data they would have generated to help you better understand your customer base.

You can avoid this problem with a data-guided segmentation plan that you review and test frequently, a set of automated triggers to enhance the customer’s lifecycle and a well-thought-out program of default or catch-all campaigns for subscribers who don’t meet your other criteria. 

Mistake #6. Not including dynamic content in general email campaigns

We usually think of personalized email as messages in which all the content lines up with customer behavior or preference data, whether overt, as in an abandoned-cart message, or covert, where the content is subtly relevant.

That’s one highly sophisticated approach. It incorporates real-time messaging driven by artificial intelligence and complex integrations with your ecommerce or CRM platforms. But a simple dynamic content module can help you achieve a similar result. I call that “serendipity.”  

When you weave this dynamic content into your general message, it can be a pleasant surprise for your customers and make your relevant content stand out even more. 

Let’s say your company is a cruise line. Customer A opens your emails from time to time but hasn’t booked a cruise yet or browsed different tours on your website. Your next email campaign to this customer – and to everyone else on whom you have little or no data – promotes discounted trips to Hawaii, Fiji and the Mediterranean.

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Customer B hasn’t booked a cruise either, but your data tells you she has browsed your Iceland-Denmark-Greenland cruise recently. With a dynamic content module, her email could show her your Hawaii and Mediterranean cruise offers – and a great price on a trip to Iceland, Denmark and Greenland. Fancy that! 

An email like this conveys the impression that your brand offers exactly what your customers are looking for (covert personalization) without the overt approach of an abandoned-browse email.

Mistake #7. Not using a personal tone in your copy

You can personalize your email copy without a single data point, simply by writing as if you were speaking to your customer face to face. Use a warm, human tone of voice, which ideally should reflect your brand voice. Write copy that sounds like a one-to-one conversation instead of a sales pitch. 

This is where my concept of “helpful marketing” comes into play. How does your brand help your customers achieve their own goals, solve their problems or make them understand you know them as people, not just data points?  

Mistake #8. Not personalizing the entire journey

Once again, this is a scenario in which you take a short-sighted view of personalization – “How do I add personalization to this email campaign?” – instead of looking at the long-term gain: “How can I use personalization to enhance my customer’s experience?”

Personalization doesn’t stop when your customer clicks on your email. It should continue on to your landing page and even be reflected in the website content your customer views. Remember, it’s all about enhancing your customer’s experience.

What happens when your customers click on a personalized offer? Does your landing page greet your customers by name? Show the items they clicked? Present copy that reflects their interests, their loyalty program standing or any other data that’s unique to them?  

Personalization is worth the effort

Yes, personalization takes both art and science into account. You need to handle it carefully so your messages come off as helpful and relevant without veering into creepy territory through data overreaches. But this strategic effort pays off when you can use the power of personalized email to reach out, connect with and retain customers – achieving your goal of enhancing the customer experience.

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Kath Pay is CEO at Holistic Email Marketing and the author of the award-winning Amazon #1 best-seller “Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers.”

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