Marketing Plan

Company / brand: [Your company] Owner: [Who owns this plan] Contributors: [Marketing / sales / product / finance leads] Period: [e.g., FY2026] Last reviewed: [Date]

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1. Executive summary

[In 3–4 sentences a leader can read fast: where the business is now, what you want marketing to achieve this period, the headline strategy, and the total budget. Write this last, read it first.]

2. Situation analysis (SWOT)

[Briefly summarise the market, your customers, your competitors, and your current performance. Then fill the grid. Keep each cell to the few items that actually drive decisions.]

Strengths (internal)	Weaknesses (internal)
[Strength 1]	[Weakness 1]
[Strength 2]	[Weakness 2]

Opportunities (external)	Threats (external)
[Opportunity 1]	[Threat 1]
[Opportunity 2]	[Threat 2]

What the SWOT tells us: [The 2–3 decisions this analysis drives — a strength to lean on, a weakness to fix, an opportunity to chase, a threat to answer.]

3. Goals & KPIs

[State the broad goals, then make them measurable. Record today's baseline so you can prove movement.]

Goal	Objective (metric)	Baseline (today)	Target (end of period)
[Grow pipeline]	[Marketing-qualified leads / mo]	[#]	[#]
[Win customers]	[New customers / quarter]	[#]	[#]
[Build the brand]	[Branded search / direct traffic]	[#]	[#]

Out of scope this period: [What you are deliberately not pursuing yet, so effort stays focused.]

4. Target segments & positioning

[Who you are marketing to and how you want them to see you.]

Segment	Who they are	Their core problem	Why they're a target
[Segment 1]	[Description]	[Problem]	[Fit / size / reachability]
[Segment 2]	[Description]	[Problem]	[Fit / size / reachability]

Positioning statement: For [target], [your brand] is the [category] that [single biggest benefit], because [reason to believe].

5. Strategy & marketing mix

[The high-level approach, then a quick coherence check across the mix. A line or two per P is enough.]

• Product: [What you offer and how it meets the target's need.]
• Price: [Pricing approach and how it supports the positioning.]
• Place: [How customers get it / where it's available.]
• Promotion: [The headline of how you'll communicate — detailed in the channel plan below.]
• People / Process / Physical evidence (services): [If relevant — who delivers it, how, and the proof that builds trust.]

6. Channel plan

[The channels you'll run, what each is for, and who owns it. Do a few well rather than every channel badly.]

Channel	Objective it serves	Key activity	Owner
[Organic search / content]	[Top-of-funnel reach]	[What you'll do]	[Owner]
[Paid ads]	[Demand capture]	[What you'll do]	[Owner]
[Email]	[Nurture / retention]	[What you'll do]	[Owner]
[Social / PR / events]	[Awareness]	[What you'll do]	[Owner]

7. Budget

[Allocate the budget from the activity. Hold back a small contingency for experiments.]

Channel / item	Detail	Budget
[Channel 1]	[Detail]	[$]
[Channel 2]	[Detail]	[$]
[Tools & software]	[Detail]	[$]
[People / contractors]	[Detail]	[$]
[Contingency]	[Experiments / buffer]	[$]
Total		[$]

8. Timeline

Period	Focus / milestone	Owner
[Q1]	[What launches / completes]	[Owner]
[Q2]	[What launches / completes]	[Owner]
[Q3]	[What launches / completes]	[Owner]
[Q4]	[What launches / completes]	[Owner]

9. Measurement & review

• Scorecard metrics: [The handful of numbers you'll track — outcomes first, leading indicators second.]
• Tools: [Analytics, CRM, ad platforms, dashboards.]
• Cadence: [e.g., light monthly check; deeper quarterly review; baseline locked on (date).]
• Expectation note: [State internally which channels move quickly and which compound slowly, so reviews judge each fairly.]