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Marketing   01   Introduction
            02   Situation

  Plan      03
            04
                 Objectives
                 Strategy
            05   Programs
            06   Tactics




2012
            07   Budget
            08   Reporting
How to use this template:
This marketing plan presentation is made up of eight stages. Each stage was designed to facilitate analysis,
planning, and communication of your strategic marketing plan. You will find links to additional Demand
Metric tools & templates, which can be used to:

         Help you better understand each component of strategic marketing plans with our video tutorials.

         Allow you to conduct deep analysis of your business to support the high level recommendations
          you will be making with this plan.

         Give you more confidence when presenting to senior-level stakeholders.

         Provide the same tools & templates that our consultants use when doing consulting engagements
          with our clients.


  Note: To launch the links in this template, you must be in Slide Show mode in PowerPoint. To
  enter Slide Show mode, click on “View” in your menu bar and select “Slide Show”.
01 Introduction   04 Strategy   07 Budget
Introduction   02 Situation      05 Programs   08 Reporting
               03 Objectives     06 Tactics




01             Who are we?
   Vision
Introduction      Mission




01             Vision
               Enter your corporate vision statement here.
   Vision
Introduction      Mission




01             Mission
               Enter your corporate mission statement here.
01 Introduction   04 Strategy   07 Budget
Situation    02 Situation      05 Programs   08 Reporting
             03 Objectives     06 Tactics




02          What is our
            current situation?
   Key Stats             SWOT
Situation      Customer              Competition
               Industry




02          Key Statistics
            Enter critical performance metrics such as:
                    Revenue and/or Monthly Recurring Revenue
                    Compound Annual Growth Rate
                    Profit/Loss
                    Cost Per Lead/Sale
                    Number of Staff & Contractors
   Key Stats           SWOT
Situation      Customer            Competition
               Industry




02          Customer
            Enter your customer analysis here. You may wish to include
            information regarding the number of total accounts, new
            accounts, key accounts, retention rates, etc.
   Key Stats           SWOT
Situation                       Customer            Competition
                                Industry




02                           Industry
                             Enter your industry analysis here. Be sure to include trends
                             & conditions and their implications from the following
                             perspectives: political, economic, social, and technological.
                             Download our PEST Industry Analysis Template for help.


  Download this resource >
   Key Stats         SWOT
Situation                       Customer          Competition
                                Industry




02                           SWOT Analysis
                             Enter your SWOT Analysis here. Describe your internal
                             Strengths, Weaknesses and associated Opportunities and
                             Threats. Download our SWOT Analysis Template for help.




  Download this resource >
   Key Stats          SWOT
Situation                       Customer           Competition
                                Industry




02                           Competition
                             Provide a high level assessment of your key competitors.
                             Include information regarding market share, new product
                             launches or other relevant info. Use Demand Metric’s
                             Competitive Analysis Template to conduct your analysis.


  Download this resource >
01 Introduction   04 Strategy   07 Budget
Objectives    02 Situation      05 Programs   08 Reporting
              03 Objectives     06 Tactics




03           What are we
             trying to achieve?
   Business
Objectives                      Marketing




03                           Business Objectives
                             Document your key business objectives such as increasing
                             profitability, growth, share value, etc. Communicate with your
                             senior management team to identify key goals, objectives,
                             and metrics. Use our Balanced Scorecard Strategy Map if
                             you do not have this information available.
  Download this resource >
   Business
Objectives                      Marketing




03                           Marketing Objectives
                             Describe your most important marketing objectives for the
                             coming year. These may include increasing leads, improving
                             measurement capabilities, or implementing processes and
                             marketing systems. Be sure your marketing objectives are
                             aligned and support business objectives. Use our Marketing
                             Communications Objectives Template for help.
  Download this resource >
01 Introduction   04 Strategy   07 Budget
Strategy    02 Situation      05 Programs   08 Reporting
            03 Objectives     06 Tactics




04         What is our
           market strategy?
   Segmentation      Product
Strategy                        Targeting         Customer
                                Positioning       Channel




04                           Segmentation
                             Define your key market segments and estimated market size for
                             each. For additional guidance on completing a segmentation
                             exercise, consult our: Market Segmentation Template and
                             Market Segment Analysis Template.


  Download this resource >
   Segmentation       Product
Strategy                        Targeting          Customer
                                Positioning        Channel




04                           Targeting
                             Describe your target market and decision-makers. For
                             example, you might be targeting HR Directors at mid-sized
                             enterprises in North America, United Kingdom, and
                             Australia. To brush up on this topic, read our How-To
                             Guide: Target Market Segmentation and Positioning.
  Download this resource >
   Segmentation        Product
Strategy                        Targeting           Customer
                                Positioning         Channel




04                           Positioning
                             Describe your pricing strategy (i.e. mark-up on cost,
                             competitive, premium, below competition, or suggested
                             price) and provide your positioning statement. Use our
                             Product Positioning Template for guidance.


  Download this resource >
   Segmentation       Product
Strategy                        Targeting          Customer
                                Positioning        Channel




04                           Product
                             Outline your key product offerings including products your are
                             planning to launch. If you have a product roadmap, you may
                             wish to include it here. Use our Product Innovation Roadmap to
                             get started!


  Download this resource >
   Segmentation        Product
Strategy      Targeting           Customer
              Positioning         Channel




04         Customer
           Discuss your customer service, support and retention
           strategies. For example, online community support portals,
           live chat, knowledge centers, etc.
   Segmentation        Product
Strategy                        Targeting           Customer
                                Positioning         Channel




04                           Channel
                             Map out your distribution and channel marketing strategy.
                             Provide a high-level description of your key partners and their
                             role in the value chain. Visit the Partnerships & Channels
                             section of our website for more tools & resources.


  Download this resource >
01 Introduction   04 Strategy   07 Budget
Programs    02 Situation      05 Programs   08 Reporting
            03 Objectives     06 Tactics




05         What actions do
           we need to take?
   Events             Social Media             Web & Online
Programs                       Lead Gen           Public Relations         Mobile
                               Branding           Communications           Advertising




05                          Events
                            List the key events, conferences, and tradeshows that you
                            plan to attend. Use Marketing Communications Calendar to
                            organize all of your key marketing programs, and visit the
                            Tradeshows & Events section of our website for associated
                            conference and event management tools.
 Download this resource >
   Events             Social Media            Web & Online
Programs                       Lead Gen           Public Relations        Mobile
                               Branding           Communications          Advertising




05                          Lead Generation
                            Describe your lead acquisition model, prospect scoring, lead
                            nurturing, and assignment strategies. Download our Lead
                            and Customer Acquisition Model Template to map out your
                            lead generation processes & systems.


 Download this resource >
   Events              Social Media             Web & Online
Programs                       Lead Gen            Public Relations         Mobile
                               Branding            Communications           Advertising




05                          Branding
                            Enter your analysis of the corporate brand and any plans for
                            updating or revising your branding strategy.
                            Also, include plans to conduct brand perception surveys or
                            update marketing collateral. Use our Brand Perception Survey
                            and Brand Assessment Tool to get started!
 Download this resource >
   Events              Social Media              Web & Online
Programs                       Lead Gen            Public Relations          Mobile
                               Branding            Communications            Advertising




05                          Social Media
                            Document your social media strategy. Consider leveraging
                            existing social networks such as FaceBook, LinkedIn, Twitter,
                            etc. Check out our Social Media section which includes 16
                            practical tools & templates for crafting a solid social media
                            program.
 Download this resource >
   Events              Social Media            Web & Online
Programs                       Lead Gen            Public Relations        Mobile
                               Branding            Communications          Advertising




05                          Public Relations
                            Include information regarding the key publications and
                            newswire services you will be using to get exposure in relevant
                            mainstream media. Use our Public Relations Plan Template
                            and check out our Public/Analyst Relations section for another
                            11 tools & guides.
 Download this resource >
   Events                Social Media          Web & Online
Programs                       Lead Gen              Public Relations      Mobile
                               Branding              Communications        Advertising




05                          Communications
                            Determine your internal communications strategy. Will you
                            be using a newsletter, intranet or wiki to share company
                            news, policies, and events? Check out our How-To Guide:
                            Intranet Best Practices.


 Download this resource >
   Events              Social Media             Web & Online
Programs                       Lead Gen            Public Relations         Mobile
                               Branding            Communications           Advertising




05                          Web & Online
                            Provide a description of major website improvements and
                            projects that will be completed in the following 12 months.
                            Visit our Website & Online section to access more than 50
                            practical tools, templates, and guides.


 Download this resource >
   Events               Social Media              Web & Online
Programs                       Lead Gen             Public Relations          Mobile
                               Branding             Communications            Advertising




05                          Mobile Marketing
                            If you are doing mobile marketing, talk about how the program
                            will work, who it will target, and what the key success metrics
                            will be. Use our Mobile Marketing Readiness Assessment to
                            facilitate an internal meeting to discuss this opportunity.


 Download this resource >
   Events              Social Media              Web & Online
Programs                       Lead Gen            Public Relations          Mobile
                               Branding            Communications            Advertising




05                          Advertising
                            Briefly outline your advertising strategy and key publications.
                            If you are planning to do online advertising and pay-per-click
                            include some of the keywords you will be targeting. Visit our
                            Advertising & Promotion section for more resources.


 Download this resource >
01 Introduction   04 Strategy   07 Budget
Tactics    02 Situation      05 Programs   08 Reporting
           03 Objectives     06 Tactics




06        What infrastructure
          do we need?
   Technology
Tactics                         Processes
                                People




06                           Technology
                             If you are planning to implement any new systems or
                             technology, provide a timeline for roll-out. Review our CRM
                             Systems and Marketing Automation sections and Top Social
                             Media Apps Database if you are in the market for these
                             critical systems & applications.
  Download this resource >
   Technology
Tactics                         Processes
                                People




06                           Processes
                             Identify the key processes that you are planning to define and
                             optimize. Examples of these may include your sales process,
                             lead nurturing process, or product development & launch
                             process. Visit our website for hundreds of resources in these
                             key areas of sales & marketing.
  Download this resource >
   Technology
Tactics                         Processes
                                People




06                           People
                             Provide a description of key personnel and identify whether
                             there are any skills or resource gaps. Check out our General
                             Management section for help with staffing, performance
                             reviews, hiring, job descriptions, and leadership
                             development.
  Download this resource >
01 Introduction   04 Strategy   07 Budget
Budget    02 Situation      05 Programs   08 Reporting
          03 Objectives     06 Tactics




07       How much will it
         cost us?
   Assumptions
Budget      Projected Spend
            Control Measures




07       Assumptions
         Include any assumptions you have made during the
         budgeting process including number of full-time staff, costs
         for technology & services, etc.
   Assumptions
Budget                         Projected Spend
                               Control Measures




07                          Projected Spend
                            Use our Marketing Communications Budget Template to create
                            a budget and enter the total and specific top-level line items
                            into this slide.




 Download this resource >
   Assumptions
Budget                         Projected Spend
                               Control Measures




07                          Control Measures
                            Document internal controls for spending such as discretionary
                            sign-off limits, and steering committees that will provide
                            governance for marketing spending. Read our How-To Guide:
                            Marketing Governance Best Practices and check out our
                            Steering Committee Charter Template for more help.
 Download this resource >
01 Introduction       04 Strategy            07 Budget
Reporting                       02 Situation          05 Programs            08 Reporting
                                03 Objectives         06 Tactics




08                          How will we
                            measure success?
                            Use Demand Metric’s Key Marketing Metrics Dashboard to collect
                            metric data and insert graphs & charts for the following slides; then
                            delete this text box from your presentation.
 Download this resource >
   Key Metrics Dashboards
Reporting



08          Executive Marketing
            Define the key metrics you will be collecting such as:
             Total Opportunities by Sales Stage
             Total Collateral Updated/Created
             Brand Impressions
             Budget to Total Revenue Ratio (%)
             Total Leads by Event Type
   Key Metrics Dashboards
Reporting



08          Lead Generation
            Define the key metrics you will be collecting such as:
             New Leads by Channel
             Opportunities in Pipeline ($)
             Cost Per Lead
             Landing Page Conversion Rates
             Email Campaign Click Through Rates
   Key Metrics Dashboards
Reporting



08          Customer Metrics
            Define the key metrics you will be collecting such as:
             Net New Customers
             Customer Retention Rate
             CRM System Adoption Rate
             Total Number of Customers
             Expected Customer Lifetime Value (CLV)
   Key Metrics Dashboards
Reporting



08          Social Media Metrics
            Define the key metrics you will be collecting such as:
             Social Network Reach
             Blog Postings/Tweets by Topic
             Referral Traffic (all social media channels)
             # FaceBook fans & likes
             # Twitter followers
   Key Metrics Dashboards
Reporting



08          Website Metrics
            Define the key metrics you will be collecting such as:
             Traffic Sources
             Top Pages & Total Page Views
             Unique Visitors
             Pages/Visit
             Bounce Rate
             Time on Website

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Marketing Plan Presentation Template

  • 1. Marketing 01 Introduction 02 Situation Plan 03 04 Objectives Strategy 05 Programs 06 Tactics 2012 07 Budget 08 Reporting
  • 2. How to use this template: This marketing plan presentation is made up of eight stages. Each stage was designed to facilitate analysis, planning, and communication of your strategic marketing plan. You will find links to additional Demand Metric tools & templates, which can be used to:  Help you better understand each component of strategic marketing plans with our video tutorials.  Allow you to conduct deep analysis of your business to support the high level recommendations you will be making with this plan.  Give you more confidence when presenting to senior-level stakeholders.  Provide the same tools & templates that our consultants use when doing consulting engagements with our clients. Note: To launch the links in this template, you must be in Slide Show mode in PowerPoint. To enter Slide Show mode, click on “View” in your menu bar and select “Slide Show”.
  • 3. 01 Introduction 04 Strategy 07 Budget Introduction 02 Situation 05 Programs 08 Reporting 03 Objectives 06 Tactics 01 Who are we?
  • 4. Vision Introduction  Mission 01 Vision Enter your corporate vision statement here.
  • 5. Vision Introduction  Mission 01 Mission Enter your corporate mission statement here.
  • 6. 01 Introduction 04 Strategy 07 Budget Situation 02 Situation 05 Programs 08 Reporting 03 Objectives 06 Tactics 02 What is our current situation?
  • 7. Key Stats  SWOT Situation  Customer  Competition  Industry 02 Key Statistics Enter critical performance metrics such as:  Revenue and/or Monthly Recurring Revenue  Compound Annual Growth Rate  Profit/Loss  Cost Per Lead/Sale  Number of Staff & Contractors
  • 8. Key Stats  SWOT Situation  Customer  Competition  Industry 02 Customer Enter your customer analysis here. You may wish to include information regarding the number of total accounts, new accounts, key accounts, retention rates, etc.
  • 9. Key Stats  SWOT Situation  Customer  Competition  Industry 02 Industry Enter your industry analysis here. Be sure to include trends & conditions and their implications from the following perspectives: political, economic, social, and technological. Download our PEST Industry Analysis Template for help. Download this resource >
  • 10. Key Stats  SWOT Situation  Customer  Competition  Industry 02 SWOT Analysis Enter your SWOT Analysis here. Describe your internal Strengths, Weaknesses and associated Opportunities and Threats. Download our SWOT Analysis Template for help. Download this resource >
  • 11. Key Stats  SWOT Situation  Customer  Competition  Industry 02 Competition Provide a high level assessment of your key competitors. Include information regarding market share, new product launches or other relevant info. Use Demand Metric’s Competitive Analysis Template to conduct your analysis. Download this resource >
  • 12. 01 Introduction 04 Strategy 07 Budget Objectives 02 Situation 05 Programs 08 Reporting 03 Objectives 06 Tactics 03 What are we trying to achieve?
  • 13. Business Objectives  Marketing 03 Business Objectives Document your key business objectives such as increasing profitability, growth, share value, etc. Communicate with your senior management team to identify key goals, objectives, and metrics. Use our Balanced Scorecard Strategy Map if you do not have this information available. Download this resource >
  • 14. Business Objectives  Marketing 03 Marketing Objectives Describe your most important marketing objectives for the coming year. These may include increasing leads, improving measurement capabilities, or implementing processes and marketing systems. Be sure your marketing objectives are aligned and support business objectives. Use our Marketing Communications Objectives Template for help. Download this resource >
  • 15. 01 Introduction 04 Strategy 07 Budget Strategy 02 Situation 05 Programs 08 Reporting 03 Objectives 06 Tactics 04 What is our market strategy?
  • 16. Segmentation  Product Strategy  Targeting  Customer  Positioning  Channel 04 Segmentation Define your key market segments and estimated market size for each. For additional guidance on completing a segmentation exercise, consult our: Market Segmentation Template and Market Segment Analysis Template. Download this resource >
  • 17. Segmentation  Product Strategy  Targeting  Customer  Positioning  Channel 04 Targeting Describe your target market and decision-makers. For example, you might be targeting HR Directors at mid-sized enterprises in North America, United Kingdom, and Australia. To brush up on this topic, read our How-To Guide: Target Market Segmentation and Positioning. Download this resource >
  • 18. Segmentation  Product Strategy  Targeting  Customer  Positioning  Channel 04 Positioning Describe your pricing strategy (i.e. mark-up on cost, competitive, premium, below competition, or suggested price) and provide your positioning statement. Use our Product Positioning Template for guidance. Download this resource >
  • 19. Segmentation  Product Strategy  Targeting  Customer  Positioning  Channel 04 Product Outline your key product offerings including products your are planning to launch. If you have a product roadmap, you may wish to include it here. Use our Product Innovation Roadmap to get started! Download this resource >
  • 20. Segmentation  Product Strategy  Targeting  Customer  Positioning  Channel 04 Customer Discuss your customer service, support and retention strategies. For example, online community support portals, live chat, knowledge centers, etc.
  • 21. Segmentation  Product Strategy  Targeting  Customer  Positioning  Channel 04 Channel Map out your distribution and channel marketing strategy. Provide a high-level description of your key partners and their role in the value chain. Visit the Partnerships & Channels section of our website for more tools & resources. Download this resource >
  • 22. 01 Introduction 04 Strategy 07 Budget Programs 02 Situation 05 Programs 08 Reporting 03 Objectives 06 Tactics 05 What actions do we need to take?
  • 23. Events  Social Media  Web & Online Programs  Lead Gen  Public Relations  Mobile  Branding  Communications  Advertising 05 Events List the key events, conferences, and tradeshows that you plan to attend. Use Marketing Communications Calendar to organize all of your key marketing programs, and visit the Tradeshows & Events section of our website for associated conference and event management tools. Download this resource >
  • 24. Events  Social Media  Web & Online Programs  Lead Gen  Public Relations  Mobile  Branding  Communications  Advertising 05 Lead Generation Describe your lead acquisition model, prospect scoring, lead nurturing, and assignment strategies. Download our Lead and Customer Acquisition Model Template to map out your lead generation processes & systems. Download this resource >
  • 25. Events  Social Media  Web & Online Programs  Lead Gen  Public Relations  Mobile  Branding  Communications  Advertising 05 Branding Enter your analysis of the corporate brand and any plans for updating or revising your branding strategy. Also, include plans to conduct brand perception surveys or update marketing collateral. Use our Brand Perception Survey and Brand Assessment Tool to get started! Download this resource >
  • 26. Events  Social Media  Web & Online Programs  Lead Gen  Public Relations  Mobile  Branding  Communications  Advertising 05 Social Media Document your social media strategy. Consider leveraging existing social networks such as FaceBook, LinkedIn, Twitter, etc. Check out our Social Media section which includes 16 practical tools & templates for crafting a solid social media program. Download this resource >
  • 27. Events  Social Media  Web & Online Programs  Lead Gen  Public Relations  Mobile  Branding  Communications  Advertising 05 Public Relations Include information regarding the key publications and newswire services you will be using to get exposure in relevant mainstream media. Use our Public Relations Plan Template and check out our Public/Analyst Relations section for another 11 tools & guides. Download this resource >
  • 28. Events  Social Media  Web & Online Programs  Lead Gen  Public Relations  Mobile  Branding  Communications  Advertising 05 Communications Determine your internal communications strategy. Will you be using a newsletter, intranet or wiki to share company news, policies, and events? Check out our How-To Guide: Intranet Best Practices. Download this resource >
  • 29. Events  Social Media  Web & Online Programs  Lead Gen  Public Relations  Mobile  Branding  Communications  Advertising 05 Web & Online Provide a description of major website improvements and projects that will be completed in the following 12 months. Visit our Website & Online section to access more than 50 practical tools, templates, and guides. Download this resource >
  • 30. Events  Social Media  Web & Online Programs  Lead Gen  Public Relations  Mobile  Branding  Communications  Advertising 05 Mobile Marketing If you are doing mobile marketing, talk about how the program will work, who it will target, and what the key success metrics will be. Use our Mobile Marketing Readiness Assessment to facilitate an internal meeting to discuss this opportunity. Download this resource >
  • 31. Events  Social Media  Web & Online Programs  Lead Gen  Public Relations  Mobile  Branding  Communications  Advertising 05 Advertising Briefly outline your advertising strategy and key publications. If you are planning to do online advertising and pay-per-click include some of the keywords you will be targeting. Visit our Advertising & Promotion section for more resources. Download this resource >
  • 32. 01 Introduction 04 Strategy 07 Budget Tactics 02 Situation 05 Programs 08 Reporting 03 Objectives 06 Tactics 06 What infrastructure do we need?
  • 33. Technology Tactics  Processes  People 06 Technology If you are planning to implement any new systems or technology, provide a timeline for roll-out. Review our CRM Systems and Marketing Automation sections and Top Social Media Apps Database if you are in the market for these critical systems & applications. Download this resource >
  • 34. Technology Tactics  Processes  People 06 Processes Identify the key processes that you are planning to define and optimize. Examples of these may include your sales process, lead nurturing process, or product development & launch process. Visit our website for hundreds of resources in these key areas of sales & marketing. Download this resource >
  • 35. Technology Tactics  Processes  People 06 People Provide a description of key personnel and identify whether there are any skills or resource gaps. Check out our General Management section for help with staffing, performance reviews, hiring, job descriptions, and leadership development. Download this resource >
  • 36. 01 Introduction 04 Strategy 07 Budget Budget 02 Situation 05 Programs 08 Reporting 03 Objectives 06 Tactics 07 How much will it cost us?
  • 37. Assumptions Budget  Projected Spend  Control Measures 07 Assumptions Include any assumptions you have made during the budgeting process including number of full-time staff, costs for technology & services, etc.
  • 38. Assumptions Budget  Projected Spend  Control Measures 07 Projected Spend Use our Marketing Communications Budget Template to create a budget and enter the total and specific top-level line items into this slide. Download this resource >
  • 39. Assumptions Budget  Projected Spend  Control Measures 07 Control Measures Document internal controls for spending such as discretionary sign-off limits, and steering committees that will provide governance for marketing spending. Read our How-To Guide: Marketing Governance Best Practices and check out our Steering Committee Charter Template for more help. Download this resource >
  • 40. 01 Introduction 04 Strategy 07 Budget Reporting 02 Situation 05 Programs 08 Reporting 03 Objectives 06 Tactics 08 How will we measure success? Use Demand Metric’s Key Marketing Metrics Dashboard to collect metric data and insert graphs & charts for the following slides; then delete this text box from your presentation. Download this resource >
  • 41. Key Metrics Dashboards Reporting 08 Executive Marketing Define the key metrics you will be collecting such as:  Total Opportunities by Sales Stage  Total Collateral Updated/Created  Brand Impressions  Budget to Total Revenue Ratio (%)  Total Leads by Event Type
  • 42. Key Metrics Dashboards Reporting 08 Lead Generation Define the key metrics you will be collecting such as:  New Leads by Channel  Opportunities in Pipeline ($)  Cost Per Lead  Landing Page Conversion Rates  Email Campaign Click Through Rates
  • 43. Key Metrics Dashboards Reporting 08 Customer Metrics Define the key metrics you will be collecting such as:  Net New Customers  Customer Retention Rate  CRM System Adoption Rate  Total Number of Customers  Expected Customer Lifetime Value (CLV)
  • 44. Key Metrics Dashboards Reporting 08 Social Media Metrics Define the key metrics you will be collecting such as:  Social Network Reach  Blog Postings/Tweets by Topic  Referral Traffic (all social media channels)  # FaceBook fans & likes  # Twitter followers
  • 45. Key Metrics Dashboards Reporting 08 Website Metrics Define the key metrics you will be collecting such as:  Traffic Sources  Top Pages & Total Page Views  Unique Visitors  Pages/Visit  Bounce Rate  Time on Website