A Marketing Planning Checklist

Marketing Planning ChecklistMarketing plans come in a number of “shapes and sizes”, from a detailed strategic marketing plan with extensive market segmentation and competitive intelligence, to an annual tactical plan with budgets and calendars, to a plan in support of a new product launch. One of the most basic types of marketing plans is a checklist that identifies a broad range of elements or steps required for typical marketing initiatives.

A given marketing program may range in complexity, budget and requirements. Different markets and products likely require vastly different marketing strategies and tactics. So a Marketing Planning Checklist should allow for a range of marketing scenarios. This planning checklist is based on a typical business-to-business (B2B) marketing scenario.

      1. Company or brand
        • Historical sales, margins, volume
        • Economic drivers (macro)
        • SWOT analysis


      2. Customer targets
        • Demographics (decision makers)
        • Market segments
        • Channels
        • Sales process (incl. cycle)


      3. Competitors
        • Market share
        • Branding/positioning
        • Key marketing initiatives


      4. Prior Marketing Programs and Results
        • Sales
        • Inquiries/sales leads/new customers
        • Website traffic statistics
        • Other measures
      1. Sales (Revenue, Volume, Margin)
      2. Market share
      3. Other measures
      1. How to achieve objectives, not specific tactics
        • New products
        • New markets
        • Promotions
        • New Programs
        • Customer initiatives


      1. Branding
        • Re-branding
        • Naming
        • Identity
        • Sub-branding, trademark registration, identity standards


      2. Internet
        • Website development, re-development, microsites, landing pages
        • Search engine optimization (SEO), search engine marketing (SEM)
        • Social media (profiles, followers, blog and forum posts)
        • Email campaigns (landing pages, registration forms)
        • Webcasts, webinars, web conferences


      3. Advertising
        • Media (research, planning, placement, traffic)
        • Print (trade publications)
        • Online (banners, directories, Google AdWords)
        • Broadcast (TV, radio)


      4. Publicity
        • News releases
        • Press list
        • Press kit
        • Press events
        • Article (writing and placement)
        • Media relations
        • Distribution (internet, wire service)


      5. Sales Promotion
        • Programs
        • Training
        • Contests, coupons, sweepstakes


      6. Collateral
        • Brochures, product sheets, flyers
        • Catalogs, manuals, instructions, installation
        • Educational pieces (white papers, guides, how-tos)


      7. Trade shows and Events (national, international, regional shows, dealer open houses)
        • Exhibit design
        • Booth graphics
        • Pre-show promotion


      8. Channel marketing
        • Dealer or distributor programs
        • Promotions
        • Merchandising support, POP, packaging
        • Training programs
        • Launch kits
        • MDF and Co-Op programs


      9. Direct marketing
        • Direct mail
        • Database marketing
        • List procurement, email, webcasts


      10. Photography and video (supports all tactics above)
  • Background
  • Objectives (quantify)


  • Strategies
  • Tactics