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A marketing plan covers goals, audience and positioning, channels and actions, budget, timeline, and KPIs. Use this outline to connect each marketing choice to the work and its results.
What to include in a marketing plan
Copy and adapt this outline:
- **Goal:** The business result marketing should support and when you will review progress. - **Audience and positioning:** Who you want to reach, what they need, and why your offer fits. - **Channels and actions:** Where you will reach them and the specific work each channel requires. - **Budget and resources:** The spending, people, and tools available for those actions. - **Timeline and ownership:** When each action happens, who owns it, and when it will be reviewed. - **KPIs:** The measures that show whether the work supports the goal.
Use the generator to plan marketing actions
FounderPal’s marketing plan generator can help with the action section. Describe your business, target audience, business stage, and language to get 20 ideas grouped into quick wins and long-term bets, with acquisition and conversion ideas in each group. Choose relevant ideas and add an owner, timing, and KPI to your plan.
See marketing plan examples for another outline, or visit [FounderPal](/) for planning and marketing tools.
FAQ
What are the main sections of a marketing plan?
A marketing plan usually covers goals, audience and positioning, channels and actions, budget, timeline, and KPIs. Together, these sections connect the business result to the work and the way you will measure it.
What is the difference between a marketing strategy and a marketing plan?
A strategy sets the direction: whom you serve, what you offer, and how you will compete for attention. The plan turns that direction into actions, owners, timing, budget, and measures.
How long should a marketing plan be?
Make it long enough to guide the people doing the work and no longer. A small team may need a concise working document, while a larger campaign may need supporting schedules and budgets.
How do I start writing a marketing plan?
Choose one business goal and name the audience it serves. Then decide which actions are most likely to move that goal, what they require, and how you will review progress.