• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Weekly Sales Tip
  • |
  • 303-741-6636
KLA Group

KLA Group

IT Sales and Marketing Agency

Menu
  • SERVICES
      • Digital Marketing
      • Custom Website Design
      • SEO Services
      • Email Marketing
      • Content Development
      • Marketing Coaching
      • Software Development
      • Our Process
      • What is a Revenue Generation System?
      • Digital Marketing Services
      • Sales Training & Coaching Programs
      • HubSpot Implementation
      • HubSpot Implementation for Revenue Growth
      • HubSpot Monthly Support
      • Sales Training Programs
      • How to Cold Call
      • Consultative Selling
      • Email Prospecting
      • How to Ask for Referrals
      • Lead Generation Training
      • Sales Coaching
      • Sales Productivity
      • Sales Hiring Coaching
      • Outsourced Sales Management
      • Sales Assessment
      • Contact Us
  • WHO WE SERVE
    • IT Managed Service Providers
    • IT Solution Providers
    • ConnectWise Evolve
    • Sales Consultants
    • B2B Companies
    • Professional Services Firms
    • Phone System Providers
    • Manufacturing & Distribution
  • ABOUT KLA
    • Who We Are
    • What is a Revenue Generation System?
    • About Kendra Lee
    • Hire Kendra Lee to Speak
    • Meet the Team
  • BLOG
  • RESOURCES
    • Books by Kendra Lee
      • The Sales Magnet
      • Selling Against the Goal
    • Ebooks & Guides
    • Events
    • Weekly Sales Tip
    • Revenue Generating Trends Newsletter
    • Coffee with Kendra
    • Case Studies
  • Contact us

Table of Contents

  • QUESTIONS YOU WANT TO ANSWER
  • KEY SECTIONS OF A MARKETING PLAN

What To Include in a Marketing Plan To Generate Leads

Published on December 28, 2023 Categories: B2B Lead Generation & Marketing, Revenue Generating Success Strategies , Sales Strategy

By Kendra Lee

Marketers celebrating their successful plan

Business owners are quick to set their lead generation goals, but what to include in a marketing plan to achieve them is somewhat of a mystery. They know that a marketing plan is a core element of their Revenue Generation System because it details how to build awareness for your company in your target markets and ultimately drives new leads. New leads produce new opportunities. New opportunities convert to sales. Enough closed sales equals growth. It sounds simple. But without a marketing plan, your vision never gets off the ground.

QUESTIONS YOU WANT TO ANSWER

You expect your director of marketing to know what to include in their marketing plan. But how do you know if they’re outlining the right elements of an effective plan?  

Recently two business owners posed that exact question during their sales leader coaching sessions. They wanted a way to validate their sales and marketing managers’ work, then hold them accountable to it. They knew what to include in a sales plan, but they didn’t know what to expect from their marketing manager’s plan. 

The best place to begin is with the questions you want answered. Here are a few that may be top of mind for you: 

  • How many leads do we need to achieve our revenue goals?
  • Which target markets should we focus marketing on?
  • What marketing activities are our competitors doing?
  • Does all our staff know how to describe what we do?
  • Should we market to our clients?
  • What percentage of our leads are converting to sales opportunities?

KEY SECTIONS OF A MARKETING PLAN

Whether you’ve been asked to create a marketing plan that answers those questions, or you are the company owner requesting them, here’s some guidance on creating a plan that will generate leads. 

The Goal of a Marketing Plan 

Your marketing plan outlines how you’re going to generate the leads to achieve your sales goals and support the sales team in their sales process of closing more opportunities. While one of your goals may be to raise brand awareness or create more visibility, the core objective of your marketing plan is to drive leads and facilitate sales.  

3 things to keep in mind as you develop your marketing plan: 

  1. It doesn’t have to focus solely on lead generation.  
  1. It should include tactics for the full client buy cycle to support your sales process.  
  1. A portion of your marketing plan should be dedicated to existing clients to identify new opportunities and ensure client retention.  

What To Include in Your Marketing Plan 

As you prepare your marketing plan, include the following 9 sections: 

1. Marketing goals 

Set quantifiable marketing goals. For example, generate 20 new marketing qualified leads per month for Sales. Increase leads in a new market by 20% this year. Reduce client churn to less than 5% within two years. 

2. Historical Snapshot  

Look back and note what has and has not worked in past marketing. Identify where you’ve gotten the best results. 

3. SWOT  

Conduct a strengths, weaknesses, opportunities, and threats analysis on your own company. Include your observations at the end. 

4. Key messaging 

In a few sentences, outline your company’s differentiation and value proposition. Use the Historical Snapshot and SWOT to guide you. 

5. Competitor Analysis 

Note how each competitor differentiates themselves, how you stack up against them, and your key messaging to compete. 

6. Target Markets 

List the target markets you will focus on this year. Include the demographics and needs they have that your solutions will address. 

7. Key Products 

Describe your primary solutions. Note how they relate to the markets you’re targeting. Note the solutions that best fit prospects vs. clients. 

8. Marketing Mix 

Identify all the lead generation strategies that you want to use, or consider using, to achieve the sales goals. For example, manage SEO and host webinars. Include timelines for different activities. 

9. Budget 

Include the budget you will require to execute your marketing plan and a list of additional resources you need. 

Your marketing plan provides the guideposts for your implementation plan. Use it and you’ll be on the path to generating the leads you need. 

If the idea of creating a marketing plan is more than you can manage right now, or you’d like coaching to guide you through writing it, contact us and let’s talk about how we can help you get it done. 

Editors’ Note: This post was originally published in January 2022, and has been updated for accuracy and comprehensiveness.

Read More Related Articles

Not enough leads, sales and marketing alignment, revenue generation system, revenue engine
B2B Lead Generation & Marketing, Revenue Generating Success Strategies , Sales Strategy Why Don’t We Have Enough Sales Leads?
businessman using binoculars
Revenue Generating Success Strategies , Sales Prospecting, Sales Strategy What To Include in a Sales Plan To Achieve Your Goals
Sales management
Revenue Generating Success Strategies , Sales Hiring, Sales Strategy Is Sales Management for You?

Primary Sidebar

Footer

Office

  • KLA Group
  • 7779 S Glencoe Way
  • Centennial, CO 80122

Services

  • Digital Marketing Services
  • Sales Training
  • Sales Process
  • Hire Kendra to Speak
footer-logo

Resources

  • Blog
  • Coffee with Kendra
  • Events
  • Ebooks & Guides
  • Newsletter
  • Weekly Sales Tip
  • Books by KLA
  • Sitemap

About KLA

  • About Us
  • Who We Serve
  • Revenue Generating System

Service Areas

  • Commerce City, Colorado
  • Englewood, Colorado
  • Lakewood, Colorado
  • Wheat Ridge, Colorado

Contact Us

Call +1 888-305-0471Contact Us

Join Us

Subscribe OptionsCoffee With Kendra
  • Privacy Policy

© 2025 KLA Group. All Right Reserved.

  • 5 Lead Generation Strategies To Use While Your SEO Services Build Long-Term Results 
  • How To Avoid the $25K Website Mistake That Kills Conversions 
  • 3 Sales Prospecting Tasks Wasting Hours Every Week (And How to Automate Them Fast)
  • 5 HubSpot Setup Mistakes That Stall Sales (And How to Fix Them) 
  • 5 Critical Steps To Turn HubSpot CRM Into a Revenue Engine 

test

Subscribe to Our Blog

Get the latest sales and marketing articles from KLA Group delivered directly to your inbox. 

Name(Required)
This field is hidden when viewing the form
Untitled(Required)
This field is for validation purposes and should be left unchanged.

Talk with an Expert

Name(Required)
This field is for validation purposes and should be left unchanged.

Syllabus - Lead Generation

Name
This field is for validation purposes and should be left unchanged.

Coaching - Sales

Name
This field is for validation purposes and should be left unchanged.

Syllabus - How to Ask for Referrals

Name
This field is for validation purposes and should be left unchanged.

Syllabus - Email Prospecting

Name
This field is for validation purposes and should be left unchanged.

Syllabus - Consultative Selling

Name
This field is for validation purposes and should be left unchanged.

Syllabus - How to Cold Call

Name
This field is for validation purposes and should be left unchanged.
SUBSCRIBE TO OUR BLOG