Marketing strategy template

1) Goal (90 days)

Example: “Grow Organic Search demos from 5/month to 25/month” or “Add 15 net new customers from affiliates”.

Goal (90d):
Primary metric:
Secondary metrics:
Constraints (budget, headcount, time):

2) ICP and painful problem

ICP:
Job title:
Company type:
Trigger event:
Pain (what breaks):
Current workaround:
Why they switch now:

3) Positioning (simple promise)

Keep it short. If you have to explain it, it will not work in a search snippet or a cold email.

One-liner:
Proof (1-2 bullets):
Who we are NOT for:
Main objection and answer:

4) Channel choices (pick 1–2)

Choose one predictable channel and one upside channel. Do not run five channels at 20%.

Primary channel:
Why it fits:
Weekly output (what we ship):
Leading indicator:

Secondary channel:
Why it fits:
Weekly output:
Leading indicator:

5) Experiment backlog (next 4 weeks)

Experiment 1:
Hypothesis:
What we change:
Success metric:
Timebox:

Experiment 2:
Hypothesis:
What we change:
Success metric:
Timebox:

6) Budget and guardrails

Budget (monthly):
What we will NOT spend on:
CAC guardrail:
Payback period target:
Notes: