Marketing Plan document is prepared by Product Marketing manager. It is prepared in alignment with overall product strategy, go to market (GTM) strategy and specific objectives for the current year.

The document shall capture the following key details:

• Objectives: It can include both qualitative and quantitative items. For example revenue targets, market share, profit margins, mind share etc.
• Background analysis: It is the situation analysis considering current market conditions for the IP solution. This can include trends, competition and ecosystem analysis etc. This section sets the context and provides the key reasons for the objectives and strategies for the IP solution.
• Marketing Strategies: This section shall contain details of strategies adopted for marketing using different elements of marketing mix (Product, Price, Promotion, People, Place etc).
• Action Plan: This shall have detailed plan of activities implementing the strategies with planned timelines.
• Investments: Estimate of investments or resources required to implement the plan. This section will be critical for seeking any specific funds.
• Risks & Governance: The marketing plan document shall also identify the potential risks for the implementation of the marketing plan, along with the associated mitigation and contingency plans for such risks. Also define mechanism for review and monitoring of the process of implementation.

The Marketing plan document shall be reviewed/approved by Product Strategist/Head.

Roles & Responsibilities:

Trigger/Entry Criteria:

Product Strategist/Head shall send request for preparation of Marketing Plan document to Product marketing manager.

Exit Criteria:

Approved Marketing plan document.