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by Tim Berry
April 27, 2004
Even though we agree that marketing plans will vary depending on the exact nature of your plan, it is hard to imagine a plan that doesn't contain, at the very least, these four essential tables. Usually you'll have these plus several others.
Market Forecast
Analyze your market by segments and project market growth for five years.
Sales Forecast
Forecast your sales by product or service. The mathematics are simple, but important. You can't do a marketing plan without a sales forecast.
Expense Budget
The budget is another absolute essential. How much are you going to spend? On what? How does your spending relate to strategy?
Milestones
This is perhaps the most important table in the whole plan: concrete milestones to make it real, with managers, deadlines, and budgets.
See the essentials of a marketing plan
See an expanded marketing plan outline Sample tables from Marketing Plan Pro.
About the Author
Tim Berry is president of Palo Alto Software, makers of the popular business planning software Business Plan Pro ; author of Hurdle: The Book on Business Planning and other books on planning; and a recognized expert in business planning.
Read more about this author
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