Marketing Plans

illustration of marketing plan

Ask somebody what a marketing plan is, and they often think of tactical things like advertising blocking charts, event schedules, and new product introductions.

But a strategic marketing plan is really more like a business plan.

It doesn’t cover corporate and operational items such as production, HR, legal and finance. Instead, it drills down into business strategy, sales and marketing in much more detail than a business plan. To use a football analogy, everybody knows you can’t win without scoring, and your strategic marketing plan is like the playbook for the offensive squad. Your defensive squad —┬áHR, finance and legal — might be the best in your industry, but they can’t win the day without help from sales and marketing.

We’ll help you develop a marketing plan by guiding you through:

Setting Goals

  • Articulating and agreeing on business goals
  • Creating vision and mission statements
  • Using VCP calculations to quantify targets

Researching Your Market

  • Researching the background and trends in your industry
  • Performing a competitive scan to see how your direct competitors and substitutes stack up
  • Developing an overview of the external business climate that considers political, economic, social and technological factors (PEST analysis)

Setting a Market Focus

  • Sizing and segmenting your market, and targeting specific segments to determine your addressable market
  • Defining buyer behaviour to see how your customers think about buying and using the types of products and services that you offer

Product Development

  • Thinking through the rationale for developing new product/s
  • Value engineering a product line

Creating a Price Sheet

  • Developing a pricing strategy
  • Creating a complete offer and the required products
  • Developing product SKUs and a price list
  • Estimating sales units and revenue


  • Determining out who will sell your products, how much it will cost, and how you can manage it
  • Identifying major distribution players in your industry
  • Creating a channel management program


  • Elements of branding, both traditional and on-line
  • Defining key messages
  • Selecting advertising and promotional activities to reach your target market

Out of this comes a comprehensive marketing strategy combined with a go-to-market action plan that you can use to both work from, and measure your progress against. Your marketing plan will be presented in a professional format that meets the recommendations of the American Marketing Association and shows your partners, investors, banker, and employees that you mean business!

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  • Meet Greg Graham

    Market Metrics Inc. helps knowledge-based businesses with strategy, planning and innovation and was founded in 2003 by Greg Graham, a seasoned marketing professional. Greg is a Certified Management Consultant (CMC), an Accredited Small Business Consultant (ASMEC), a member of the American Marketing Association, and holds MBA/BEE degrees as well as a Certificate in Strategic Management. He frequently performs consulting engagements on behalf of the Government of Canada's Industrial Research Assistance Program (IRAP). Prior to Market Metrics, Greg's 21 years of corporate experience encompassed tech start-ups through Fortune 500 companies.

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