A marketing plan is a blueprint that outlines your marketing strategy and efforts. It is a high-level roadmap that provides your stakeholders with a general overview of marketing initiatives across different categories. For example, one common way to splice your marketing roadmap is by your company’s positioning and messaging projects, your digital marketing programs, and your sales strategy.
In the example marketing plan above, the roadmap is organized by the type of initiative and color-coded by the phase of the initiative. You could also potentially categorize initiatives by their owners or by the strategic goals they help achieve, such as increasing revenue, expanding to new markets or reducing churn.
This example roadmap is divided into four swimlanes. The first contains product and service management efforts, and subsequent swimlanes focus on branding, channel management, and sales/post sales initiatives. Milestones intersect the roadmap to indicate specific goals or deadlines, such as the date of a marketing review and when SalesForce is being implemented.