How to Write a Marketing Plan That Actually Gets Used
Most marketing plans look great on paper. They’re full of ideas, timelines, and big ambitions. But here’s the reality: many of them end up sitting in a shared folder or binder, never to be opened again.
In fact, research shows that 67% of SMEs don’t have a marketing action plan at all, and only about one-third keep one that guides consistent, timely activity (Marketing Tech News). That means the majority of businesses are flying blind—or worse, relying on a plan that’s outdated or irrelevant.
So how do you write a marketing plan that doesn’t just gather dust—but actually drives results?
Why Most Marketing Plans Fail
If you’ve ever put together a marketing plan that felt great in January and irrelevant by June, you’re not alone. Here are a few reasons plans fail to stick:
They’re not documented. Marketers who set documented SMART goals are 376% more likely to report success than those who don’t (Floodlight). Yet too often, goals live only in a slide deck or someone’s head.
They lack accountability. A plan without clear owners and review rhythms is just a wishlist.
They don’t align with business goals. If your marketing plan isn’t tied to growth, pipeline, or ROI, leadership won’t use it as a decision-making tool.
They’re overcomplicated. Some plans run 50 pages long. No one is referencing that mid-quarter.
The cost of failing to follow through is significant. Marketers estimate as much as 26% of budgets are wasted on ineffective channels, with poorly structured approaches wasting up to 60% (Growth Partners). Another industry analysis suggests as much as 37% of marketing investment is wasted due to poor targeting, disconnected messaging, or ineffective media spend (Wikipedia: Marketing Effectiveness).
What Makes a Strategic Marketing Plan Work
The difference between a marketing plan that sits idle and one that drives action comes down to structure and usability.
A strategic marketing plan that actually gets used is:
Aligned with business outcomes (growth, revenue, pipeline, retention).
Documented and clear (not a 50-page manual, but a living roadmap).
Measurable (anchored by KPIs).
Accountable (with ownership assigned).
Flexible (able to adapt as the market shifts).
And when it’s done right, the results are dramatic. Data-driven marketing strategies deliver 5–8x higher ROI compared to non–data-driven efforts (Invoca).
Step-by-Step: Writing a Marketing Plan That Gets Used
If you’re building—or rebuilding—your plan, here are the essentials:
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Your marketing plan should directly connect to top-line business goals, whether that’s driving new revenue, improving retention, or strengthening pipeline.
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SMART goals (specific, measurable, achievable, relevant, time-bound) are proven to drive success. Without documentation, they’re forgotten.
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A plan with 20 different initiatives is a plan destined to fail. Focus on the 3–5 tactics most likely to move the needle.
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Set clear measures of success and review them regularly—monthly or quarterly. This keeps your plan alive, not static.
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Someone needs to be accountable for each tactic. Without ownership, activity slips.
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Use a marketing plan template that’s short, visual, and easy to reference. The best plan is one your team actually opens and uses every week.
The ROI of Getting It Right
Marketing done without a clear plan often results in wasted effort. But when strategy is documented, aligned, and measurable, ROI skyrockets:
In B2B content efforts, the three-year average ROI is 844%, generating $1.1M in new revenue for life sciences companies (Sitecore).
Industry benchmarks suggest that a strong marketing program should achieve at least 5:1 ROI (or $5 in return for every $1 invested). Anything below 2:1 is underperforming (Investopedia).
Why You Still Need a Partner
Here’s the truth: even the best marketing plan template won’t keep your business accountable. It won’t ask the hard questions. It won’t adapt your strategy when the market shifts.
That’s where a strategic partner makes the difference. At TACT, we don’t just help you fill in the blanks—we help you build a plan that’s alive, intentional, and actually used.
Ready to Build a Plan That Performs?
If you’re tired of plans that sit on the shelf and want a strategic marketing plan that drives real results, let’s talk.
