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

A Pragmatic Template For Annual Marketing Plans

January 1st, 2018


B2B organizations struggle with the lack of standard templates or guidelines for annual marketing plan development, and marketers often don’t know what a good plan should look like. This can cause marketing plans to contain too much or too little. Overly complex documents are neither actionable nor easily read and thus quickly become obsolete, while simple plans tend to look like lists of tactics and put 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 guide for annual marketing planning designed to improve communication with superiors, peers, and those who develop functional plans.

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