Why every business needs a Marketing Plan

…and how to make It work

Ah, marketing planning season. That magical time of year when teams gather armed with caffeine, big ideas, and the faint hope that this year’s plan will stick. Whether you’re a business owner aiming to steer your company with purpose or a marketer new to the annual marketing planning exercise, this process is essential to your success.

So, what is a marketing plan? At its core, it’s a strategic document that outlines your business goals, target audience, key messaging, and the tactics you’ll use to achieve them. Think of it as your GPS for the year ahead—without it, you’re driving blind, hoping to reach your destination by sheer luck.

But here’s the catch: A marketing plan isn’t just something you create and file away. It’s a living, breathing document that needs regular maintenance, much like the engine of a machine. In this blog, we’ll explore why marketing plans often fail, how to keep them alive, and how to train your team to execute them effectively.

Step 1: The Honeymoon Phase

Creating a marketing plan is like laying the foundation of a house. It sets the stage for everything else. Without it, you’re building campaigns on shifting sands, hoping they hold together.

At the beginning of the planning process, there’s optimism in the air. The team is excited, ideas flow freely, and bold declarations abound:

• “This year, we’re going to dominate TikTok!”

• “Let’s create a webinar series, but, like, edgy.”

• “How about a viral campaign? Something like the Ice Bucket Challenge!”

It’s all fun and games until reality sets in—budget constraints, competing priorities, and the haunting memory of last year’s abandoned plan. Suddenly, it’s less of a team alignment exercise and more like trying to get Uncle Bob and Aunt Susan to agree on the holiday menu.

But here’s the thing: Building the foundation is just the beginning. No one builds a house and leaves the foundation exposed. Similarly, no marketing plan survives without constant reinforcement.

Step 2: The Forgotten Plan, when the machine sputters

Once the plan is finalized, there’s a sense of accomplishment. The goals are clear, the KPIs are set, and everyone’s inbox has a shiny PDF attached. You might even hold a big unveiling at an all-hands meeting.

But by Q2, that PDF is gathering digital dust. Your team is in reactive mode, responding to market shifts and sales demands. The plan? It’s been sidelined, replaced by frantic improvisation.

It’s like building a machine and then forgetting to oil it. Sure, it’ll run for a while, but soon enough, the gears start grinding, efficiency drops, and the engine breaks down.

If marketing plans were pets, most would have run away by now. Feed your plan with updates and attention, or prepare for the metaphorical “missing posters.”

Step 3: The set-it-and-forget-it trap

Why do so many marketing plans fail? It’s not because they’re poorly written or lack good ideas. It’s because they’re treated as static documents in a world that’s anything but static.

Here’s how it typically plays out:

1. Leadership spends weeks debating goals and strategies.

2. The plan gets a grand unveiling.

3. By mid-year, no one remembers what the Q2 targets were, let alone why they were important.

The truth is, life happens. Market trends shift, competitors make bold moves, and urgent demands from sales take over. Suddenly, the plan feels like a distant memory.

But a marketing plan isn’t a one-time project. It’s a dynamic framework that needs constant care. Think of it as your business’s GPS. Without updates and recalibrations, you’re driving blind, hoping you’ll stumble upon your destination.

Step 4: Keeping the machine well-oiled

Once your plan is written, the real work begins: keeping it alive. This is where many teams drop the ball. But maintaining your marketing plan isn’t rocket science—it’s about discipline, communication, and regular maintenance.

Here’s how to do it:

1. Schedule regular check-ins: Monthly or quarterly reviews are essential. These aren’t just status meetings—they’re accountability sessions. Think of them as performance reviews for your plan.

2. Track progress with data: KPIs aren’t just buzzwords. Use them to measure success and course-correct when needed. Bonus: Data also shuts down skeptics who question the plan’s value.

3. Stay flexible: Your plan isn’t written in stone. Markets evolve, and so should your strategy. A little stretch keeps it relevant.

4. Train your team: A plan is only as good as the people executing it. Make sure everyone understands their role, the plan’s priorities, and how to adapt when things change.

A well-oiled marketing plan isn’t just a document; it’s a living, breathing part of your business.

Step 5: Training the cats, herding with purpose

Here’s the uncomfortable truth: Even the best marketing plan will fail if your team isn’t equipped to execute it. This is where training comes in—not a one-off workshop, but an ongoing process.

Your team needs to understand not just what the plan is, but why it exists. They should know:

• The overarching goals: Everyone should be aligned on the big picture.

• How to pivot: Markets change, and so will your tactics. Train your team to adapt without losing sight of the overall strategy.

• Accountability: Progress should be celebrated and, when necessary, corrected.

When your team is well-trained, they’re not just following the plan—they’re owning it. They become the oil that keeps the machine running smoothly.

Why it matters

Marketing plans aren’t just busywork. They’re your business’s foundation and the machine that drives growth. Without one, you’re improvising in the dark, hoping for the best.

But here’s the catch: A foundation isn’t enough. It needs regular inspections and updates. A machine isn’t enough. It needs oil and maintenance.

Companies that stick to their plans—while staying flexible—see better results. They avoid the endless cycle of reactive decision-making and build momentum toward their goals.

Think of it this way: If marketing plans were group projects, you’d want to be the team that actually finishes the poster board—not the one scrambling the night before.

Herding Cats Is Hard, but Worth It

Yes, marketing planning feels like herding cats. Yes, keeping your team aligned can be maddening. But the payoff? A business that moves with purpose, adapts to changes, and consistently meets its goals.

This financial year, let’s break the cycle. Treat your marketing plan like the dynamic foundation it is. Oil the machine, train the team, and revisit your strategies regularly. After all, success isn’t about making the perfect plan—it’s about keeping it alive.

Tired of seeing your marketing plans gather dust? Let’s make this financial year where we actually stick to the plan. Ready to start?