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The Marketing Plan - What Should Be Included In Your Go-To-Market Roadmap
The marketing plan should include the follow sections, however the emphasis and degree of detail in each section may changes based on your industry and whether your audience is businesses or consumers. This is the basic outline of a plan that we use to create marketing plans for clients.
Section 1: Company / Organization Background Information
- Company (organization) description
- Company mission
- Company vision
- Company image objectives
- SWOT analysis
- The Future
Section 2: The Market
- The market overview - general market description
- The customer/prospect description
- Prospect objectives
- Segmentation and distribution
- Market size - past, present, and future
- Alternative solutions available to the prospects
- Target markets
- Environmental influence - PEST analysis
- The competition and market shares
Section 3: Marketing Strategies
- Products and services - value proposition and branding
- Pricing strategies
- Sales and distribution methodology and strategies
- Promotional strategies
- Lead generation strategies
- Customer support strategies
Section 4: Marketing and Sales Organization
- Marketing and sales organizational factors
- Key personnel
- Operational factors
Section 5: Critical Success Factors, Key Management Issues
- Critical success factors
- Key management issues
Section 6: Summary
- Marketing plan summary
- Key check points
Section 7: Financials
- Financial projections
- Marketing expense projections
- Sales expense projections
Marketing Plan Guide & Template
A marketing plan is a comprehensive roadmap which details an organization's overall go to market strategies and programs. Use this 25-page template to develop your annual marketing plans. Each section has detailed instructions to guide you in the planning process. If a section does not apply to your organization's business model, leave it blank and continue to the next section. Upon completion of the plan, delete any section that doesn't apply. You may also modify the template and make additions to it.
Keep in mind that this template is intended for use by all business and industry types, so certain sections may not be applicable to your situation. In that case, just leave the section blank if working on the web version; and, delete it if working on the downloadable template. This template can be used for the entire business or divisions, departments or groups within the business depending on how it is structured. Instructions for using and completing this template are included in each section.
Note: If you use the online template, you can save your work in your browser and come back to it at any time. It is saved automatically as you enter and update content.
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