Framework 01 / 12
Turn strategy into objectives, budget and a roadmap
What must a plan contain to guide decisions rather than merely describe intentions?
Decision
Choose the plan scope, structure and level of detail.
Define the system of commitments and the minimal architecture of an executable plan. This step produces reviewable commitments and flags information that remains too fragile to justify a trade-off.
01Plan architecture
02Decision summary
03Object map
04Gap list
The guide
How to write a marketing plan in seven steps
A marketing plan connects strategy to resources. It starts from the strategic marketing plan, which sets markets, targets and positioning, and turns it into a marketing action plan that is dated, costed and assigned. The seven steps follow the order of decisions; each one links to the framework that details it.
- 01 · FrameSet the scope, the period and the starting point: current results, constraints and assumptions to verify. Frame the plan
- 02 · Set objectivesStart from the expected result and break it down into measurable objectives, each with a baseline, a target and a deadline. Build the objectives
- 03 · Choose actionsTurn the strategy into comparable initiatives and keep those that serve the objectives best: this is the marketing action plan. Prioritise initiatives
- 04 · BudgetCost each action in full and set it against the budget and capacity actually available. Set the budget
- 05 · SequencePlace the actions on a roadmap with their milestones, dependencies and critical path. Build the roadmap
- 06 · AssignName an owner for each commitment, the decision rights and the approval path. Organise governance
- 07 · SteerTrack indicators tied to the objectives, compare planned with actual and review the plan on fixed dates. Steer the plan
The canvas brings the plan’s objects together in a spreadsheet ready to fill in. Open the template
A plan quantified end to end: €2.4M of ARR targeted, a €600k budget, 620 days of capacity, six initiatives and three decision points. See the example
Downloadable template · SQ-30
Define a minimum viable plan with ten objects
A minimum viable plan does not reduce the number of decisions; it reduces detail while preserving the indispensable relationships.
Reference dataset for producing a first defensible version in five days.
- 01Instantiate
Create the ten mandatory objects with an owner.
- 02Connect
Record the minimum relationships among results, resources and execution.
- 03Qualify
Distinguish confirmed data, estimates and assumptions.
- 04Version
Publish the initial version with its gaps and review date.
Minimum viable plan: 10 objects, 14 relationships
Each object has a decision field, minimum evidence and a mandatory relationship.
| Object | Minimum required | Mandatory relationship | Evidence | Output |
|---|---|---|---|---|
| Plan | Scope and horizon | Plan → Objective | Mandate | Version |
| Objective | Baseline, target, date | Objective → KPI | Source | Tree |
| KPI | Formula and threshold | KPI → Review | Dictionary | Alert |
| Initiative | Contribution and gate | Initiative → Objective | Sheet | Portfolio |
| BudgetLine | Full cost | BudgetLine → Initiative | Estimate | Budget |
| Resource | Net capacity | Resource → Initiative | Workload plan | Gap |
| Milestone | Date and evidence | Milestone → Initiative | Criterion | Roadmap |
| Dependency | Upstream, downstream, impact | Dependency → Milestone | Register | Alert |
| Decision | Decision-maker and threshold | Decision → Version | Log | Trade-off |
| Risk | Exposure and response | Risk → Scenario | Register | Contingency |
01An object without its mandatory relationship is incomplete, even when its text looks finished.
02The template enables a short first version without hiding unknowns.
03Detail increases only for objects that condition a decision.
Framing template. It does not replace the appendices required for complex decisions.
Minimum controls
What the plan must make visible.
Status, evidence, owner and next review date.
Status, evidence, owner and next review date.
Status, evidence, owner and next review date.
Status, evidence, owner and next review date.
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