Artifacts #
What this step produces.
Marketing Activity Plan #
A plan listing the marketing actions to run, with owners, timing and expected results. It turns the marketing strategy into concrete work.
Content Calendar #
A calendar of what content will be published, where and when. It keeps messages consistent and the workload spread evenly.
Marketing Budget #
The planned spending for marketing activities, split by channel, campaign and period. It allows tracking of spend against what each activity should return.
Marketing KPI Targets #
The measurable goals for marketing, such as reach, leads or conversion, with target values and dates. They show whether marketing work is paying off.
Techniques #
Techniques used in this step.
Marketing Calendar #
A timeline of all marketing events, launches and campaigns across channels. It helps spot clashes and align marketing with project milestones.
Channel and Campaign Plan #
Choosing which channels to use and planning campaigns for each, with audience, message and timing. It focuses effort where the target audience can be reached best.
Marketing RACI Matrix #
A table assigning, for each marketing task, who is responsible, accountable, consulted and informed. It removes doubt about who does and who decides.
