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Tables for marketing plans

Marketing plans will vary depending on the exact nature of the plan but it is hard to imagine a plan that won’t contain some form of these basic tables. Usually, these will be present along with several others.

Market Forecast - Project market growth over a five year period based on historical figures and trends broken down by segments.

Sales Forecast – Sales can be forecast by products or services. They will allow you to link expected income with expenditure and also identify slow periods.

Expense Budget – Set down how much each activity is going to cost and when the expenditure will take place. Make sure your spending relates to your strategy.

Key Milestones – Setting concrete milestones allows you to plan, measure and monitor progress. Allocate personnel, timescales and budgets to activities to ensure they are “real” and actionable.