The One-Page Marketing Plan Framework & Checklist

"A marketing plan is not a to-do list of random tactics. It's a strategic document that helps you get from where you are to where you want to be." - Allan Dib

Overview

Key Marketing Plan Metrics Table

Phase	Key Metrics	Target Range	Tracking Frequency
Before	Cost Per Lead (CPL)	$5-50	Weekly
	Ad Campaign ROI	200-400%	Monthly
	Website Conversion Rate	2-5%	Weekly
During	Lead-to-Sale Conversion	20-30%	Monthly
	Sales Cycle Length	14-60 days	Monthly
	Qualification Rate	30-50%	Weekly
After	Customer Lifetime Value	3x CAC	Quarterly
	Referral Rate	15-25%	Monthly
	Net Promoter Score	40-70	Quarterly
This framework breaks down the marketing journey into three major phases: Before (Prospect), During (Lead), and After (Customer). Each phase contains three key stages, totaling nine critical components of your marketing plan.

Phase 1: Before Phase (Getting the Prospect's Attention) 🎯

Critical KPIs by Marketing Stage

Stage	KPI	Description	Target
Target Market	Market Share	% of total addressable market	10-15%
Message	Message Response Rate	Engagement with marketing message	>25%
Media	ROAS	Return on Ad Spend	>300%
Lead Capture	Lead Conversion Rate	Visitors to leads	>3%
Nurturing	Nurture Engagement Rate	Lead interaction rate	>40%
Sales Conversion	Close Rate	Lead to customer conversion	>25%
Experience	Customer Satisfaction	CSAT score	>85%
Lifetime Value	Average Order Value	Revenue per transaction	+20% YoY
Referrals	Referral Conversion Rate	Referral to customer rate	>40%

"The riches are in the niches. The more specific your target market, the easier it becomes to create messaging that resonates deeply." - Allan Dib

Stage 1: Select Your Target Market

[ ] Define your niche market specifically
- Identify the exact problem you're solving
- List demographic and psychographic characteristics
- Determine market size and viability
[ ] Create your avatar/ideal customer profile
- Name your avatar
- Detail their pain points and desires
- Document their buying behavior and preferences
- List where they spend time (online and offline)
[ ] Competitive Analysis
- Identify direct and indirect competitors
- Analyze their strengths and weaknesses
- Define your unique selling proposition (USP)

Stage 2: Craft Your Message

[ ] Develop your messaging framework
- Create your elevator pitch
- Define your brand voice and tone
- List your key benefits (not features)
- Craft your unique selling proposition statement
[ ] Create your marketing message
- Headline that captures attention
- Problem acknowledgment
- Solution presentation
- Risk reversal/guarantee
- Call to action
[ ] Message Testing
- Test different headlines
- A/B test messaging variants
- Gather customer feedback
- Refine based on results

Stage 3: Determine Marketing Media

[ ] Choose primary marketing channels
- Paid advertising platforms
- Content marketing channels
- Social media platforms
- Traditional media (if applicable)
[ ] Create media budget allocation
- Set budget for each channel
- Define KPIs for each medium
- Plan testing period
- Set ROI expectations
[ ] Develop content strategy
- Content calendar
- Content types and formats
- Distribution plan
- Engagement metrics