This document outlines a comprehensive marketing plan template consisting of eight stages, including analysis, objectives, strategy, and reporting. Each section provides guidance on market assessment, goal setting, action plans, infrastructure requirements, budgeting, and success measurement. Additionally, it offers tools and templates to facilitate the creation and execution of a strategic marketing plan.

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