Marketing Strategy
Business goal and baseline
[Revenue, pipeline, retention, or awareness target and timeframe]
Audience and lifecycle priorities
[Segment, lifecycle stage, trigger, need, and exclusion]
Positioning, offers, and message
[Position, offer, proof, CTA, and message hierarchy]
Channel portfolio and activation
[Channel role, tactic, owner, handoff, and dependency]
Budget, measurement, and optimization
[Budget, KPI, attribution method, test plan, and threshold]
Roadmap, owners, and governance
[Quarterly milestone, accountable owner, review cadence, and decision]
Measurement and Ownership
| Measure or deliverable | Baseline or input | Target or acceptance condition | Source | Owner | Review date |
|---|---|---|---|---|---|
| [marketing strategy] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [lifecycle] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [segmentation] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |