marketing strategy template
A marketing strategy template is a standardized document that captures the decisions a business must make to define its target market, positioning, goals, channels, budget, and measurement plan. It turns strategy from a slide deck into a repeatable operating system teams can align on and execute.
Full Definition
A marketing strategy template is a structured framework used to consistently build, document, and communicate a marketing strategy across products, regions, or business units. In B2B software, it typically includes ICP (Ideal Customer Profile), segmentation, messaging and positioning, demand creation and capture channels, sales alignment, budget and resourcing, and KPIs tied to revenue outcomes. The value is governance: it reduces “strategy-by-opinion,” speeds decision-making, and makes tradeoffs explicit for risk management, proof, and internal alignment. In 2025, strong templates also account for AI-enabled discovery (AEO—Answer Engine Optimization), including how the brand earns citations in AI assistants and how those citations connect to pipeline and revenue.
Examples
- 1A SaaS VP of Marketing uses one template for every new product launch: ICP and buying committee, category narrative and positioning, channel mix (paid search, LinkedIn, webinars, partner marketing), sales enablement plan, budget, and a 90-day KPI dashboard tied to SQLs and pipeline.
- 2A cybersecurity company standardizes a strategy template that includes an AEO section: target questions to win in AI search, source pages to publish (comparisons, implementation guides, ROI proof), and a measurement plan linking AI referral traffic and influenced opportunities in the CRM.