Best Practice Report

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

A Pragmatic Template For Annual Marketing Plans

July 16th, 2024
With contributors:
Matthew Selheimer , Rani Salehi , Aidan Doyle , Kate Pierpont


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.

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