Marketing Plan Template

This marketing plan template follows the discussion and exercises

in the book Real-Time Marketing for Business Growth. Use this
template as a guide to develop your marketing plan.

Cover page
Insert your company logo and the time frame for the plan

Executive Summary

This should be a one- to three-page summary written after everything else is

complete. Include a definition of the plan, purpose, and audience.

I. Purpose

Company Purpose

• Mission
• Vision
• Values

Company Goals
• Summarize one- to three-year goals.

Situation Analysis

• Brief overview of company’s current situation (may include market and

competitive factors, or reference to past performance)
• Key issues and business drivers
• Brief product and service description (if not stated already)
• SWOT Analysis
II. Research

Market Opportunity Analysis

Market Analysis
• Market and industry analysis (market situation, needs, trends, growth)

Company Analysis
• Market share, size, and growth potential
• Resources/Alliances
• Product analysis (sales, profits, etc.)

Customer Analysis
• Revenue/Profits by segment

Summarize A, B, C, D Customer Analysis

• Summarize buyer behavior/customer wants and needs.
• Summarize findings from primary research and “Why People Buy”
worksheet.
• Summarize actions to refine understanding of customers.

Macro-Environmental Analysis
• Summarize findings from research into macro-environmental issues that are
relevant (legal/political, economic, social/cultural, demographic,
ecological/professional, technological).
• Define contingency plans as needed.

Market Segmentation and Target Markets

Market Segments
• Market sizing

Primary and Secondary Target Markets

• Define specific details of primary and secondary target markets.

Competitive Analysis
• Define major competitors.
• Define competitive situation summarizing key observations; use the
Competitive Information Worksheet as a guide.
III. Analyze

Products and Services

• Summarize products and services (include features, benefits, and value

proposition).
• Product strategies.

Pricing Strategy

• Summarize observations from expansion and vulnerability analysis.

• Summarize decisions and observations from Pricing Map.
• Pricing analysis (break-even, target profit, and so on).
• Pricing strategies:
• Finalize upon completion of Strategize section.

Distribution Strategy

• Current channels (size and importance).

• Identify future channels for growth.
• Strategic alliances.
• Distribution strategies:
• Finalize upon completion of Strategize section.

IV. Strategize

Sales Analysis and Projections

• Summarize revenue, profit, and key performance indicators, including

historical figures and projected revenue for one- to three-years.

Sales Objectives

• Summarize sales projections.

• Summarize sales objectives and plans.

Sale Strategy

• Define strategies to achieve sales objectives (includes details for specific

customers, industries, geographies, etc.).
• Summarize the sales plan. (Use the Sales Strategy and Planning Guide.)
Marketing Objectives

• Summarize marketing objectives.

Marketing Strategies

• Define positioning strategy.

• Summarize target market, customer, product, price, distribution, promotion,
competitive, growth, and innovation strategies.

V. Implement

Tactical Implementation Plan

Marketing Programs

• Summarize new media, social media, and traditional media promotion

strategies.
• Define tactical programs and plan:
• -Include description, resource needs, timeline, estimated cost, and
projected ROI.

Marketing Budget

• Summarize and/or insert Marketing Budget.

Implementation Calendar

• Summarize and/or insert Implementation Calendar here.

Measuring Marketing and Sales Effectiveness

• Marketing program ROI.

• Sales funnel analysis.
• Define key marketing and business metrics.
VI. Execute and Evaluate

Execute

• Align marketing plan to operating plan.

• Integrate with Balanced Scorecard (if applicable).
• Define real-time components of marketing plan.
• Create a timeframe for periodic reviews and updates; link it with operational
planning.
• Summarize how plan will be executed, including key processes and roles and
responsibilities.
• Define the communication plan to key stakeholder groups.
• Define Culture Plan.

Evaluate

Financial Metrics
• Operating cash flow
• Net profit/net income
• Return on sales
• Other metrics

Evaluation Components: Summary measurement criteria in each step of

P • R • A • I • S • E Model and plan for ongoing evaluation:
• Purpose
• Research
• Analyze
• Implement
• Strategize
• Execute and Evaluate
Marketing ROI Optimizer