A marketing plan is a roadmap for introducing and delivering products or services to potential customers. It can be short, but it should explain the market, the audience, the message, the channels and the actions that will be measured.
What to include
- Situation and customer research.
- Clear objectives and a realistic time frame.
- Positioning, offer and key message.
- Channel plan, budget and responsibilities.
- Metrics, review dates and learning goals.
Good plans are not fixed documents. They make assumptions visible so the team can adapt when customer behavior or market conditions change.