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CMO’s Guide to Creating an Integrated Marketing Plan

Creating a comprehensive marketing plan can be a daunting task for many CMOs. Both an art and science, planning needs to successfully support the business objectives of an organization. From defining key performance indicators (KPIs) to involving different departments, here are three guiding principles to keep in mind when developing an integrated marketing plan

1. Define Success Articulating KPIs is the first and most important step when creating an integrated marketing plan. Whether setting goals for sales, cost per lead or general awareness, KPIs should be specific and measurable. By defining what a successful marketing plan should deliver, organizations can achieve greater alignment between marketing, sales, and product development teams.

2. Create a Roadmap Now that the “destination” has been established by defining KPIs for a marketing plan, it’s time to create a roadmap for how to get there. Outline what efforts and timeline will be needed to realistically accomplish the goals laid out for the plan. Having a clearly articulated vision of what you’re trying to achieve and how you’re planning to get there will help earn the buy-in of leadership and the team members carrying out the plan alike.

3. Involve the Team A comprehensive marketing plan will impact several people spanning various departments within an organization, so it is important that each has a seat at the table. Marketers should encourage and welcome the input of product development specialists, sales team members and custom service representatives if those groups will play a role in the success of the plan. Each can contribute valuable insight to the process while also building enthusiasm for the organization’s shared goals.

When it comes to making a real business impact, it pays to spend time defining KPIs and creating a marketing plan designed to reach them. Your marketing road map should make clear where you’re going, how you’re going to get there, and who is coming along for the ride.


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