Marketing Plan: [period / product]
Where marketing effort goes and what it must produce. Budget lines
without a metric attached get cut first.
| Field | Value |
|---|
| Period | [year / quarter] |
| Owner | @name |
| Budget | $N |
| Approved | YYYY-MM-DD |
Objectives
| Objective | Metric | Baseline | Target |
|---|
| [e.g. grow signups] | [signups/mo] | N | N |
| [e.g. brand awareness] | [branded search] | N | N |
Audience
| Segment | Who | Where they are | Message |
|---|
| [segment] | | | |
Positioning
For [audience] who [need], [product] is the [category] that
[differentiator], unlike [alternative].
Channels & budget
| Channel | Budget | Owner | KPI |
|---|
| Content / SEO | $N | @name | [metric] |
| Paid | $N | @name | [metric] |
| Email | $N | @name | [metric] |
| Events | $N | @name | [metric] |
Campaign calendar
| Month | Campaign | Channel | Goal |
|---|
| [month] | [name] | [channels] | [metric] |
Measurement
- Review cadence: weekly dashboard, monthly retro
- Attribution model: [first-touch / last-touch / none-yet]
- Kill criteria: channels below [threshold] for N months get cut
Risks
| Risk | Mitigation |
|---|
| [channel dependency] | [diversification] |