Marketing Plan[1]
Go-to-Market Strategy
Describe the overall go-to-market strategy to achieve the objectives. For example, if you are penetrating a new market, describe how you will prepare each segment of the company and the channel, and your general approach for launching the product.
Refer to the Business Plan for additional details about the market, buyer personas, competition, and so on.
Buying Process
Discuss how buyers buy your category of products. Document the steps they go through to find, evaluate, justify, and purchase products, and the type of information and assistance they are looking for to make their decision.
Selling Process and Channels of Distribution
Align your selling process to the buying process. Discuss the sales process and channels you will be using if they differ from what you are doing with other products in the company. Estimated costs to develop should be reflected in Revenue and Cost Plan. Remember to consider whether your current channel has the capacity to sell the incremental units you are projecting for this product. If the channel does not have enough capacity, your business case should reflect costs and plans to develop additional channel.
Marketing Programs
The following sections describe the marketing programs plan for the proposed product. If this is a separate document, link to it here. Estimated costs to launch the product should be reflected in the Revenue and Costs Plan.
Customer Acquisition
Customer Retention
Sales Readiness
Channel Training
Direct Sales Force
Distribution/VARs
COllateral &Sales Tools
Channel Support
Program Effectiveness
Describe your marketing goals (and how they connect with corporate and product strategy). Define how you will measure your effectiveness in meeting those goals.
The Appendix should contain backup detail for other sections.
Appendix A. Buyer Persona Profiles
Appendix B. Positioning by Buyer Persona
Appendix C. Financial Schedules
Include detailed spreadsheets here.
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[1] This is an outline of the Marketing Plan. The downloadable version contains comments in each section. Turn on Show Paragraph Markers to see the comments.