Introducing The Marketing Plan Of Record

Marketing planning in B2B organizations has matured by using structured processes that align strategy to budget. Yet once execution begins, plans often drift — losing focus, expanding scope, and failing to adapt to changing needs. To address this, marketing must establish a formal plan of record: a locked, shared artifact that serves as the single source of truth. The marketing plan of record helps teams stay on track, avoid scope creep, and adapt with discipline. In large organizations, sustaining this plan may also require a supporting system of record managed by marketing operations to maintain alignment and control changes.