Neural Project InstituteProject management certification for the AI era

Templates · Marketing

Free Marketing Plan Template (Google Sheets, Excel, PDF)

A marketing plan template sets out your marketing strategy for the year: goals, audience, positioning, channel strategy, budget, KPIs and a quarterly plan, so marketing spend supports business goals.

Written byProject management editorial team
  • Published
  • Google Sheets · Excel · PDF
marketing plan template

Free download · no sign-up

Get the marketing plan template

Pick your level and format: Google Sheets, Excel or a print-ready PDF. Spreadsheets include dropdowns, formulas and sample rows you can overwrite.

Beginner

Essential columns only, one tab. Quick to fill in.

1 tab · 3 columns

GSheetsXExcelPPDF
AdvancedMost popular

The full template with every tab, dropdowns and formulas.

2 tabs · 3 columns

GSheetsXExcelPPDF
Expert

Adds instructions and revision history.

2 data tabs + instructions and revision history

GSheetsXExcelPPDF

Marketing Plan Template preview

Marketing plan
SectionGuidanceYour content
Business goalsWhat the business needs from marketing.
Marketing goals (SMART)Measurable targets.
Target audience / personasWho you are trying to reach.
Positioning and key messagesWhy customers should choose you.
Competitive landscapeSee the competitor analysis template.
Channel strategyWhich channels and why.

Sample rows are examples: replace them with your own.

What's included

  • Nine-section marketing strategy outline
  • Quarterly budget by channel with totals and KPIs
  • Marketing plan: Section, Guidance, Your content
  • Budget by channel: Channel, Q1 ($), Q2 ($), Q3 ($), Q4 ($), Total ($), Primary KPI

How to use the marketing plan template

  1. Start from business goals and set measurable marketing goals.
  2. Define personas and positioning.
  3. Choose channels and allocate the budget by quarter.
  4. Set KPIs for each channel.
  5. Turn each quarter into campaigns and review results monthly.

Tips for getting the most from it

  • Spend where your audience already is.
  • Keep 10-15% for experiments.
  • Review channel ROI each quarter.
  • Align with sales on lead definitions.

Learn more

Frequently asked questions

What is a marketing plan template?

A marketing plan template is a structured outline for marketing goals, audience, positioning, channel strategy, budget and KPIs.

Is this marketing plan template free?

Yes. The marketing plan template is free in Google Sheets, Excel and PDF.

What should a marketing plan template include?

Business and marketing goals, audience, positioning, competition, channel strategy, budget, KPIs and responsibilities.

Can I use the marketing plan template as a digital marketing strategy template?

Yes. Focus the channel strategy on digital channels such as SEO, paid search, social and email.

Can I use the marketing plan template for marketing operations?

Yes. Add processes, tools and reporting cadence to use it as a marketing operations plan.

How long should a marketing plan template cover?

Usually one year, broken into quarters.

How do I set a budget in the marketing plan template?

Allocate spend by channel and quarter; totals calculate automatically.

What is the difference between a marketing plan template and a marketing campaign template?

The marketing plan is the annual strategy; a campaign template plans one campaign.

Is the marketing plan template suitable for small businesses?

Yes. Keep sections short and focus on two or three channels.

How often should I review the marketing plan template?

Monthly for results and quarterly for strategy and budget.

What is the difference between the beginner, advanced and expert marketing plan template?

The beginner marketing plan template keeps only the essential columns on one tab; the advanced version is the full template with every tab, dropdown and formula; the expert version adds instructions and revision history.