Annual Marketing Plans

As in war, so in business – Planning is everything, the plan itself is nothing.

In this training course, participants can learn how to develop robust marketing plans that bridge the strategic with the tactical. It covers all the key aspects of developing marketing plans including situation assessments, goal setting, initiative identification and prioritization and detailed tactical planning. Most importantly it covers key aspects of how to base the plans based on facts and data and how to set up measures to track the plan’s progress. The training focuses on the cross-functional aspects of developing a collaborative plan that can lead to strongly integrated execution.


  • Why is marketing planning important?
  • What are the components of a marketing plan?
  • How to do a 360 degree situation assessment.
  • How to develop plan goals and get them approved.
  • How to identify key plan initiatives that align with strategic priorities while addressing immediate key issues.
  • How to develop integrated execution plans that harmonize all elements of sales and marketing tactical implementation.
  • How to allocate marketing budgets and prioritize spends.
  • How to develop a detailed execution calendar.
  • How to set up a measurement plan and tracking mechanism.


  • An in-depth understanding of the process and toolkit to develop a robust marketing plan.
  • An analysis of the key issues that each participant needs to address in their marketing plans.

Who Should Attend

  • Product Managers
  • Marketing/Brand Managers
  • Sales/Commercial Leaders
  • Product Development Managers
  • Business/Customer (Consumer in B2C businesses) Research
  • Marketing Communications Managers

Why this course is unique

  • We will customize the course content for the unique challenges and context in your business.
  • We provide a proven process and toolkit for developing integrated plans that can bring together brand marketing, marketing execution (marcomm, media planning and buying, etc.) regional sales and key account teams.
  • We focus the marketing efforts in key initiatives that can be quantified and prioritized. This leads to focused implementation rather than diffusion across a wide tactical mix.
  • We have a proven approach to identify the right tactical mix to implement a particular initiative that focuses on those touch-points that have the maximum influence on the target customer and where the brand can stand out versus competition.
  • We have measurement built into various aspects of the planning process.
  • The participant will not just learn the marketing plan components in theory but also how to implement it in a cross-functional setting.

Fee and Course Length

$750/participant with a minimum class size of 25 participants. This fee structure assumes modest customization in emphasis and language. If your needs require substantial customization, we will provide a separate fee.

Course Length: 1 day