This Marketing Plan Template for 2017 provides a comprehensive coverage of all the strategic and execution elements needed by Modern Marketer - audit of last year's performance, setting goals and objectives, planning campaigns, content marketing, account based marketing and defining metrics to monitor performance. Want to download the editable deck, visit this link http://marketing.augentia.com/how-to-write-a-marketing-plan/

1. Modern
Marketing
Plan
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2. Quick plan template: Instructions to use
Use this template for creating marketing plans for your business. The template is designed in 4 parts. The slides are
designed such that you can input your business data in few places, thereby reducing the amount of data entry, and enabling
quicker plans. Notes in every slide provide slide specific instructions to edit.
EDIT BY MOVING ICONS
Many slides in the template are organized with
icons. For e.g., you can move the $ icon on a
ruler scale to indicate your current revenues.
And simply moving the icons to relevant
position indicating your business status or needs,
shapes up your marketing plan.
EDIT BY QUANTITY INPUTS
Slides that point to specific actions, are organized
to input numerical values. For e.g., you can state
the number of events you plan to attend in a
quarter.
And simply entering the numerical values gives
shape to your marketing plan. Maximum effort is
taken to keep the data entry low for busy users.
Augentia offers marketing services, automation & templates. More
marketing templates are available at
http://augentia.com/kctemp.html
This template is free to use, in an as is basis from Augentia LLC. We are not providing any warranty or cover any losses that arise out of using this template.
EDIT THE MAPS
Free editable maps used in the template are sourced from this link. You can select a country, double click, and change
its color. Users can also download region specific maps from this site.
PHOTOS & ICONS
Free photos and icons are used in the template that are sourced from Unsplash, Freeimages, Pixabay & Death to the
Stock Photo (license). Template Users are free to use these photos & icons for business purposes, as per the licenses
specified in respective free photos & icons sites.

3. Plan 2017
Outline
1.
Situation Analysis
Where are we? 2.
Goals & Strategy
3.
Marketing Execution
The Campaigns & Calendar
4.
Performance Analytics
Data driven marketing
Where to reach? And How?

4. 1.
Situation Analysis
“If You are in Bad Situation,
Don’t worry, it will change.
If You are in Good Situation,
Don’t worry, it will change

5. Highlights of 2016
HEADLINE
E.g., Revenue rose by
23%
HEADLINE
Sample text, replace
it with your text
HEADLINE
Sample text, replace
it with your text
HEADLINE
Sample text, replace
it with your text
HEADLINE
Sample text, replace
it with your text
HEADLINE
Sample text, replace
it with your text

6. “
Where are we?
Year 2016
Revenue
# of _____
Generated
# of
Customers
Profit %
$_____ Mn
# _______
# _______
____%
The current state

7. Geographies Covered
Direct & Partners
Partners only
EDITABLE MAPS
Free editable maps used in the template are sourced from this link. You can select a country, double click, and change its color. Users can also
download region specific maps from this site.

8. 2016 Campaign
Performance
18
Mn
$___
Mn
Campaign 1
<Offer 1>
$___
Mn
$94
Mn
Campaign 2
<Offer 2>
$__
Mn
33
Mn
Campaign 3
___________
85
Mn
$__
Mn
Campaign 4
___________
BUYER
Segment A <SMB>
Segment B
(What worked well?)

9. 2016 Product & Services
Performance
18
Mn
50
Mn
Segment A
<SMB>
24
Mn
93
Mn
Segment B
___________
63
Mn
85
Mn
Product A
Product B
Service A
(What worked well & not so well?)

10. 2.
Goals & Strategies
“ If It Doesn’t Challenge You,
It Won’t Change You

11. “
Where are we?
In 2016
Where to reach?
In 2017
Revenue
# of _____
Generated
# of
Customers
Profit %
$_____ Mn
# _______
# _______
____%
THE JOURNEY

12. Opportunity Size
THE INDUSTRY
1
TRILLION
INDUSTRY
GLOBALLY By 2025
YOUR CURRENT MARKET SHARE
YOUR PIE IN
INDUSTRY SPEND
GROWING
CAGR 10%
23.5
BN 2016
GROWING AT CAGR 5.5
HOW IS THE MARKET GROWTH?
2013 2014 2015 2016
AMERICAS
23 Bn
500
MILLION
EMEA
APAC
18Bn
ANALYSIS 2015-16

13. “
We can’t reach
where we want to go
by doing the same things as what
we did to reach here!
THE HOW’s

14. New Products to
Market
Want Product Marketing assistance?
Contact Augentia
PRODUCTS / SERVICES
YEAR
2016
YEAR
2017
Product A: <NAME> ✔ ✔
Product B ✔ ✖
Service A ✔ ✔
Product C ✔
Service B ✔

15. “
THE <PRODUCT / BRAND NAME> OFFERS
<CATEGORY NAME> THAT DELIVERS
<KEY CUSTOMER BENEFIT>
TO <TARGET AUDIENCE / PERSONA>
UNLIKE <DIFFERENTIATOR> FROM COMPETITORS
NEW PRODUCT
POSITIONING MESSAGING
STATEMENT

16. Buyers to Focus
Want to do a Buyer persona research?
Contact Augentia
BUYER SEGMENT NAMES
YEAR
2016
YEAR
2017
Segment 1: <NAME> ✔ ✔
Segment 2 ✔ ✖
Segment 3 ✔
Segment 4 ✔

17. ABM: Key Accounts
Want help on Account Based Marketing?
Contact Augentia
ACCOUNT NAMES
YEAR
2016
YEAR
2017
Account 1: <NAME> ✔ ✔
Account 2 ✔ ✖
Account 3 ✔
Account 4 ✔

18. Ways to Attract
Want to create a Custom Campaign?
Contact Augentia
CAMPAIGN
NAMES
YEAR
2016
2016
ROI
YEAR
2017
Campaign 1:
<Name>
✔ ___% ✖
Campaign 2 ✔ ___% ✖
Campaign 3 ✔ ___% ✔
Campaign 4 ✔ ___% ✔
Campaign 5 ✔
Campaign 6 ✔

19. Optimize the Reach
Want to design a Event Kit?
Contact Augentia
EVENT NAMES
YEAR
2016
YEAR
2017
Event 1: <NAME> ✔ ✖
Event 2 ✔ ✖
Event 3 ✔ ✔
Event 4 ✔ ✔
Event 5 ✔
Event 6 ✔

20. In the New Year
Leverage Buyer’s Journey
Do you want to Implement or Operate?
Contact Augentia

21. New Geographies: 2017
Direct & Partners
Partners only
New Geography entries
EDITABLE MAPS
Free editable maps used in the template are sourced from this link. You can select a country, double click, and change its color. Users can also
download region specific maps from this site.

22. Marketing
Strategy 2017
Target new
Buyer Segments
Introduce new
Campaigns &
Reach out programs
Reach them
in new channels,
right events
& new geos
Implement or
Optimize resources
Marketing automation
25%
Increased
Revenue
Acquire New Accounts
Deepen Existing Accounts

23. 3.
Marketing Execution
“ Vision Without Execution
Is Delusion

24. “
70% of strategic failures
are due to poor Execution of
Leadership!
- Ram Charan

25. Q1 Q2 Q3 Q4
Campaign1 C2 C3 C4
Event 1 E2 E3 E4
Buyer Segment S2 S3
Resources
01
02 The Plan
Awareness
Lead
Demo
Proposal
Won
04 The Pipeline
MARKETING EXECUTION CALENDAR
03
Build An
Execution Engine

26. Marketing Team
Geography
◎Americas
◎Europe
◎Middle East & Asia (MEA)
◎____________
Function
◎Digital Marketing
◎Content Marketing
◎Social Media Marketing
◎________________
Segments / Accounts
◎Large Accounts
◎Small & Medium Businesses
◎Consumers
◎__________________
Americas
Responsible for covering the
North America and Canada
region.
• Events & Roadshows
• Sales support
• Product collaterals
Digital Marketing
Responsible for managing the digital
and online marketing assets &
actions.
• Google Ad words & Pay per click
• Online banner advertisements
• Website optimization
Large Accounts
Responsible for ___________
________________________
__________.
• Periodic Webcasts
• Center of Excellence
• _______________________
example example example
1a

27. Budget Areas
Product
A
Service
A
Account
B
Geo
1
Function
1
Segment
2
Total
Year 2016 $______ $_______ $_______ $_______ $_______ $_______ $_______
2016 ROMI* % % % % % % %
Year 2017 $______ $_______ $_______ $_______ $_______ $_______ $_______
*Return on Marketing Investments
Budget Allocation
Budget Spend
• 9% of revenues
Revenue projections
• 25% YOY
• Growth 5% > Market
growth %
(whichever is high)
1b

28. 2017 Marketing Calendar
YELLOW PAGES ADVT
SOCIAL MEDIA ENGAGEMENTS
<NAME>
PAY PER CLICK & ADWORDS
EMAIL NEWSLETTERS
LAUNCH 1EVENT 3
CAMPAIGNS
/ PROGRAMS
Buyer Segment B (Target audience or persona): <NAME>
Buyer Segment A (Target audience or persona)
Quarter 1 Quarter 2 Quarter 3 Quarter 4
LAUNCHES &
EVENTS
BUYER
SEGMENTS
CONTINUOUS
ACTIVITIES
EVENT 4 EVENT 5 EVENT 6 LAUNCH 2 EVENT 5
Integrated Campaign 3: <NAME>
Campaign 4
Campaign 6: <NAME>
Buyer Segment C (Target audience or persona)
03
CONTENT
PLAN
Theme 4:
_______
Theme 3:
_______
Theme 2:
_______
Content
Theme 1 #___ #___# 3
assets
#___
Campaign 3

29. 2017 Campaign
Targets
20
Mn
50
Mn
Campaign 3
<Cloud offer>
25
Mn
$___
Mn
Campaign 4
___________
$__
Mn
30
Mn
Campaign 5
___________
$__
Mn
60
Mn
Campaign 6
___________
BUYER
Segment A <SMB>
Segment B
Segment C
100
Mn
70
Mn

30. 2017 Product & Services
Targets
30
Mn
$__
Mn
Segment A
<SMB>
$__
Mn
100
Mn
Geography 1
<AMERICAS>
$__
Mn
85
Mn
Product A
Product C
Service A
Service B
85
Mn
95
Mn

31. 2017 Key Accounts
ABM Targets
3
Mn
$__
Mn
Account A
$__
Mn
10
Mn
Account B
$__
Mn
18
Mn
Product A
Product C
Service A
Service B
18
Mn
19
Mn

32. “
THE FUEL FOR YOUR MARKETING CAR
CONTENT PLAN
CALENDAR & 2017 TARGETS
Q1 Q2 Q3 Q4
Theme 1 Theme 2 Theme 3 Theme 4
Asset: eBook (e.g.) Asset: ________ Asset: Blog (e.g.) Asset: ________
Asset: _<NAME>_ Asset: ________ Asset: ________ Asset: ________
Asset: ________ Asset: ________ Asset: ________ Asset: ________
Partner Content RSS Feeds Affiliated Content Republishing
Partner: <Name> Paper.li (e.g.) MarketingProf Forbes (e.g.)
CHANNEL 1: Social
C2: <NAME>
C3: Email (e.g.)
Topic 1: _________
Topic 2: _________
Asset:
_______
Asset:
_______
Asset:
_______
Asset:
<Name> #__ #__# 3 #__

33. ACTIVITY SCHEDULE
Q4Q3Q2Q1
Activity Header Date Activity Responsible
Person
Lead Goal Actual
Lead #
Revenue
Goal ($)
Campaign MM/YY Activity 1 Employee 1 #_______ #_______ $________
Event Activity 2 Agency 1 #_______ $________
Launch Activity 3 Managed
Marketing 1
NA $________
Events

34. 4.
Performance Analytics
“ Not everything that counts can be counted,
&
Not everything that can be counted counts

35. “

36. Of businesses are measuring leads
generated by marketing campaigns
80%
Of businesses are measuring
opportunities generated by
marketing campaigns
71%
Of businesses are measuring
revenue generated by marketing
campaigns63%
What do we measure?
04

37. Return on Marketing
Investments (ROMI)
second
last
Revenue Upside
Customer Adds
Competitor Wins
<FILL YOUR CRITERIA>

38. ROMI
Data Capture Form
Example Dataset below
Return on Marketing Investments (ROMI) Dataset
Marketing Activity Investment $ Impact 1 Qty (1)
Direct marketing & 1:1 meetings
Direct marketing $1,000 (E.g.,) Key competitor win-back #_____
Relationship management $_______ Strategic customer win #_____
Traditional marketing
Print Advt $_______ Awareness #_____
Press relations (PR) $_______ Awareness #_____
Analyst relations (AR) $_______ Awareness #_____
Print Advt $_______ Awareness #_____
Out-door advt $_______ Touchpoints #_____
Customer events $_______ Inquiry/Lead #_____
Inhouse branding $_______ Product opportunity #_____
Digital marketing & Social media
Digital-Adwords $_______ Touchpoints #_____
Digital-email marketing $_______ Touchpoints #_____
Digital-PPC $_______ Touchpoints #_____
Digital-SEO $_______ Website traffic #_____
Social marketing $_______ Website traffic #_____
Channel marketing
Channel events $_______ Inquiry/Lead #_____
Promotions $_______ Strategic customer win #_____

39. ROMI
Computation Form
Formula-set below
Return on Marketing Investments (ROMI) Analysis
ROMI analysis with control group data ROMI calculation
Impact received by Marketing
Control
Group (A)
Marketing group
(B)
Incremental
Impact [C]
Value weights
(D)
Incremental
value [E] ROMI
Awareness # # (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Touchpoints # # (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Web Traffic # # (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Lead # or $ # or $ (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Prospect # or $ # or $ (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Order/Rev Gen $ $ (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Strategic customer win # # (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Key competitor win # # (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Key competitor winback # # (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Customer retention # # (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Product Opportunity # # (B) - (A) # [C] * (D)
[E] - Marketing spend /
Marketing spend
Do you want an excel template for ROMI? Contact Augentia

40. 1.
Assessed where we are?
2.
Mapped directions & how?
3.
Execution is key
4.
Decided on Metrics

41. Plan to Win
Thank You
You can find me at:
__________@username.com
www._________.com
Any questions?
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