Marketing Plan in Action · media, workshop and service
A marketing plan
is not written.
It is made executable.
Connect objectives, initiatives, budget, capacity, ownership, timing, KPIs and risks in one system of commitments you can defend, steer and revise.
- Marketing leaders and plan owners
- 3 minutes · no sign-up
- Score, priority and local save
Your starting point
A useful check
before another document.
Assess eight connections, get the score and isolate the priority. Then continue the check, download the result or keep it on this device.
- 01Assess
- 02Score
- 03Priority
- 04Control
- 05Save
Pre-filled example: adjust the eight criteria to your plan.
4 connections to secure.
First correct the most structuring items before adding new initiatives.
Compare committed resources with the workload actually available.
Result generated in your browser. Storage remains limited to this device, with no account or data transmission.
Calculation · SQ-29
Calculate executability from the weakest link
A plan does not become executable through a good average. Its weakest dimension limits the real ability to keep commitments.
Illustrative case: eight dimensions assessed before committing the annual budget.
- 01Assess
Score every dimension from 0 to 100 using observable evidence.
- 02Connect
Check that every dimension has its upstream and downstream relationships.
- 03Limit
Take the minimum across coherence, resources, sequence and governance.
- 04Correct
Treat the limiting link before raising ambition.
Executability index limited to 48/100
The average reaches 68, but available capacity caps executability at 48.
Executability = min(objectives, initiatives, budget, capacity, roadmap, governance, KPIs, risks)| Dimension | Score | Evidence | Observed limit | Action |
|---|---|---|---|---|
| Objectives | 78 | Targets and owners | Two fragile baselines | Strengthen |
| Initiatives | 74 | Normalised portfolio | One orphan initiative | Connect |
| Budget | 71 | Full cost | Partial contingency | Complete |
| Capacity | 48 | Workload plan | 30 days missing | Rephase |
| Roadmap | 69 | Milestones and dependencies | Two missing gates | Add |
| Governance | 76 | Decision rights | Missing deputy | Name |
| KPIs | 67 | Measurement tree | Incomplete thresholds | Set thresholds |
| Risks | 61 | Risk record | Unfunded responses | Fund |
01The average of 68 must not be used as the commitment decision.
02Rephasing 30 days is the first action because it raises the limiting factor.
03Once capacity reaches 65, risks become the new weakest link.
Fictional example. The minimum rule is deliberately conservative and complements the weighted diagnostic.
Choose by situation
Five entry points.
Not 141 pages to browse.
Start with the decision blocking you. Each path leads to the right check, example and deliverable.
Build my plan
I am starting from a mandate or strategy that is still too broad.
Connected objectives, budget, roadmap and governanceStructure the plan →02Reduce my budget
I need to remove 10% or 20% without breaking useful dependencies.
Compared options and visible trade-offsCompare cuts →03Resolve overload
The workload exceeds the available days or skills.
Capacity gap and workload decisionTest capacity →04Prepare a committee
Leadership expects comparable options and a clear decision.
Three assigned and documented trade-offsPrepare the case →05Launch an offer
I need to limit spend at risk before rollout.
Five gates, thresholds and a go/no-go decisionCheck the gates →Priority workshops
One decision.
One check. One trace.
Coherence diagnostic
Find orphan objectives, unfunded initiatives and missing ownership.
Score + prioritiesBudget × capacity
Check whether funding, available days and timing can really support the portfolio.
Workload + scenariosLaunch readiness
Assess product, offer, sales, support, measurement and governance prerequisites before launch.
Conditional goThe framework
Twelve decisions.
One plan.
The pillar pages follow real work: frame, quantify, trade off, assign, monitor and revise. Each page leads to a tool, template or check.
Marketing plan
Define the system of commitments and the minimal architecture of an executable plan.
Plan canvas →Framing
Separate facts, assumptions, ambitions and decisions that are still open.
Interactive brief →Objectives & KPIs
Build an explicit causal chain with baseline, target, deadline and owner.
Objectives tree →Initiatives & prioritisation
Trade off a portfolio rather than piling up actions with no stopping rule.
Weighted comparator →Plan coherence
Check objectives, initiatives, budget, capacity, timing, KPIs, ownership and risks.
Health score →Budget & capacity
Test the financial and operational feasibility of the portfolio over time.
Budget × capacity calculator →Roadmap & dependencies
Make the critical path visible, along with the decisions that cannot wait.
Roadmap generator →Governance
Distinguish who executes, who decides, who contributes and when escalation is required.
Governance builder →Go-to-market & launch
Bring together the launch conditions and make blockers assignable.
Readiness score →Specialised plans
Adapt scope, data and controls to the decisions specific to each plan.
Template selector →Steering & reforecast
Distinguish variances in cost, timing, capacity, performance, assumption and context.
Guided review →Scenarios & risks
Compare the effects on results, budget, capacity, timing and risks.
Scenario comparator →Extended framework
103 contents designed
to move a plan forward.
Living references
Resources
that show their state.
Every displayed resource leads to its canonical page and states what the reader can actually verify.
Traceability
Every recommendation remains connected to data, an assumption or an explicit rule.
Control
Every plan exposes inconsistencies, gaps and the recommended correction order.
Review
Every object states a status, version, verification date and next trigger.
Level of evidence
What the site demonstrates, and what it does not yet claim to prove.
- Demonstrated
- Calculations, rules, fields, checks and reproducible examples in the supplied pages and files.
- Illustrative
- Fictional amounts, scenarios and organisations, clearly identified and to be replaced with your data.
- Unavailable
- Client impact, success rate and observed adoption until attributable measurement establishes them.
Guides
Priority decisions to structure.
Turn strategy into objectives, budget and a roadmap
An executable plan makes its objectives, initiatives, budget, capacity, timing, ownership and review rules visible in one coherent system.
Build a budget that reflects full cost and real capacity
A usable budget includes more than media and production spend. It makes coordination, capacity, contingency and bottlenecks reviewable.
Compare plan with actuals and document corrective decisions
Steering connects a variance to its cause, owner, decision and next review date rather than simply reporting a result after the fact.
Research