# 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] |