Practical guide

Marketing plan example for funded, owned delivery.

Build a plan that tells the team what to fund and who owns delivery, then record how decisions will be reviewed.

Plan structure

A working plan links the decision to funded action.

The plan should be short enough to use during delivery and detailed enough to settle ownership.

State the business goal and the customer group involved.

Choose the activity that addresses the current constraint.

Give the work a funding assumption and one accountable owner.

Name the evidence and date that will govern the next decision.

A marketing plan states the business decision, customer evidence, funded work, owner and review date.

Start with sales feedback and current performance. The plan can then narrow market priorities and set a budget that the delivery team can use.

A regional service business could define its service area, fund one quote path and assign an owner to review lead quality on a set date.

Record changes in the same plan when evidence changes. This gives campaign staff and sales a shared account of what was approved.

Planning sequence

Describe the business change and the customer group involved.

Review buyer behaviour and sales feedback before choosing work.

Give funded work an owner and a deadline.

Review the agreed measure and update the plan when the evidence changes.

Next step

Trace each enquiry from campaign source through sales follow-up, then address the first broken handoff.