Best Practice Report

Introducing The Forrester B2B-Marketing-Plan-On-A-Page Template

A Pragmatic Template For Annual Marketing Plans

July 16th, 2024
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
With contributors:
Matthew Selheimer , Rani Salehi , Aidan Doyle , Kate Pierpont

Summary

B2B marketers often don’t know what a good annual marketing plan should look like. They lack a standard process and template, causing marketing plans to become so complex they are neither actionable nor readable and quickly become obsolete. Or they develop overly simple plans that look like lists of tactics with too much emphasis on execution and too little on alignment with business goals. In this report, we introduce the Forrester B2B-Marketing-Plan-On-A-Page Template — a companion to the Forrester B2B Marketing Planning Process — designed to improve communication with senior executives, peer stakeholders, and the marketing teams responsible for execution.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.