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The first pages of the Annual Marketing Plan template

Annual Marketing Plan

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
12 · US Letter
Style
Bold
Difficulty
Intermediate
Updated
November 1, 2026

Every page (12)

Overview

A marketing plan earns its place when the CEO and CFO can see how every dollar connects to a business target. This template is built around that question. It opens with the decision you need, shows last year's results beside next year's goals, and then walks through audiences, positioning, channels, calendar, budget and measures.

It comes complete with sample content for a fictional software company, Fernbank Software, so every page shows what a strong plan looks like: targets stated as outcomes rather than activity, a budget phased by quarter with money held back for tests, and quarterly targets that add up to the annual goal. Replace the figures with your own and delete what you do not need.

Useful for

  • A yearly marketing plan for leadership or the board to approve
  • Setting channel targets and budgets for a growing B2B or services business
  • Agreeing a calendar that respects sales capacity and peak seasons

What's included

  • Full-bleed photo cover and a one-page summary with the decision needed
  • Business goals page with last year's results, a revenue chart and lessons learned
  • Audience segments table with two personas
  • Positioning statement, four key messages and a positioning map
  • Channel plan with a funnel chart and a target and budget for every channel
  • Year calendar with a timeline and Gantt, plus a one-month calendar with dated actions
  • Budget by quarter and line, with a held-back test fund
  • Quarterly targets, a starting-point scorecard, an experiment backlog and a risk register
  • A make-it-yours guide page with fonts and photo credits

How to use it

  1. 1

    Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.

  2. 2

    Replace the company name on the cover and the footer text on each page, then set your three business goals on the summary and goals pages.

  3. 3

    Swap the audience table for your own segments, reset the channel budget lines so they total your approved budget, and keep about 10% unallocated for tests.

  4. 4

    Move your launches and peak periods into the calendar, and enter last year's actual results as the baseline in the measures table.

  5. 5

    Replace the sample charts with live ones using Insert, Chart, From Sheets, or click a chart and choose Replace image. Finish by deleting the last page and downloading a PDF.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

  • Google Docs
  • Microsoft Word (download the .docx)

Questions

How long should an annual marketing plan be?

A full plan for leadership usually runs eight to twelve pages. This template is twelve pages including the cover and the guide page. Delete the experiments page or the month calendar if you do not need them, and keep the summary, goals, channels, budget and measures.

Are the charts editable?

The sample charts are images so they look the same in every account. Replace them with charts linked to Google Sheets (Insert, Chart, From Sheets) so they update with your data.

Can I use it for a small business?

Yes. Keep the summary, audiences, channel plan, calendar and budget pages, and cut the rest. For a plan that fits on one page, see the related templates.

Who took the photos?

Vitaly Gariev and Sable Flow on Unsplash, used under the Unsplash License and credited in the document.

  • #marketing-plan
  • #annual-plan
  • #budget
  • #channels
  • #campaign-calendar
  • #kpis

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