Gartner Research

Marketing Essentials: Marketing Plan Template for IT Services Providers

Published: 30 January 2013

ID: G00246029

Analyst(s): Rolf Jester


The marketing plan is a tool to help marketing executives of IT providers influence strategy and move beyond mere marketing communications. Here's a template and process that will help emerging IT services providers, especially those with limited experienced marketing staff.

Table Of Contents


  • 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 and Used
    • 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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