Gartner Research

Marketing Essentials: Marketing Plan Template for IT and Service Providers

Published: 10 May 2011

ID: G00212113

Analyst(s): Rolf Jester


The marketing plan is a key tool to help the chief marketing officer influence strategy and move beyond mere marketing communications. Many providers have asked us for guidelines that are effective in the IT and communications industry. Here's a template and process you can follow today.

Table Of Contents
  • Overview


  • Introduction
    • Challenge
    • Implications
  • Background and Context
    • How Marketing Plans Relate to Business Plans
    • How the Multiyear Marketing Plan Relates to a One-Year Marketing Plan
  • Best Practices
    • Keep the Plan Flexible
    • Balance Vision and Pragmatism
    • Write to Be Read
    • Use the Plan
    • Sell the Plan as You Develop It
  • For Startups and New Ventures
  • Bringing the Steps Together
  • Outline of a Marketing Plan
  • Marketing Plan Template
    • Title
    • Executive Summary
    • Formalities
    • Strategic Intent
    • The Market
    • Customer Segmentation and Targeting
    • Competitive Landscape
    • Value Proposition and Branding
    • Offerings, Portfolio and Pricing
    • Product Development
    • Marketing Communications and Customer Communities
    • Sales Channels
    • Sales Enablement and Tactical Marketing
    • Ecosystems
    • Critical Success Factors, Issues, Assumptions and Risks
    • Marketing Operations
    • Metrics and Financials
    • Alternatives Considered
    • References and Sources
  • Conclusion

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