Running marketing in a small-to-medium B2B company can feel like fixing the plane while it’s in the air. Budgets are tight, the team is lean, and every director has a different opinion on what should happen next. In the rush to launch “just one more campaign”, many SMEs skip the boring-but-vital step of building a proper plan. The result? Random acts of marketing, no clear targets—and no reliable way to prove return on investment (ROI).
That’s exactly I built the SME B2B Marketing Plan Template. It gives owners, directors and marketers a single, shareable playbook written in plain English. Think of it as a bridge between the boardroom’s revenue ambitions and the day-to-day tactics your team actually executes.
The template follows the classic SOSTAC flow—Situation, Objectives, Strategy, Tactics, Action, Control—but each chapter is capped at two pages. Bullet points replace essays, so you can finish the first draft in an afternoon, not a fortnight.
A dedicated table prompts you to pin down decision-makers and influencers, plus their pain points and the KPIs they care about. No more “CTO Cathy” clichés—just usable insight for your next ad, webinar or sales deck.
Instead of fluffy “raise awareness” statements, the template forces you to set OKRs (Objectives and Key Results) and KPIs (Key Performance Indicators) with baselines, targets and owners. You’ll know whether website sessions rose from 8 k to 12 k, or if cost per qualified lead dropped from £40 to £25.
A funnel-by-channel grid shows how each stage—Awareness, Consideration, Decision, Retention—links to specific messages, tactics and success metrics. Everyone from the junior copywriter to the Finance Partner can see where their work fits.
Because markets shift fast, the template isn’t a one-and-done PDF. We recommend revisiting it every three months, tweaking targets and budgets as results roll in. A built-in Risk log keeps you honest about AI-content compliance, data privacy or campaign overspend.
If acronyms make your eyes glaze over, relax. ARR, MQL, SQL and even IMPORTRANGE are explained in simple terms. That means fewer blank stares in the next leadership meeting.
Drop the template into Google Docs or Notion and assign an owner to every cell. Use comments for debate, lock guidance text when complete, and you’ll have a living document the whole team trusts.
Whether you sell SaaS, machinery or consultancy, this template will tighten the link between marketing effort and revenue outcome. Fill it in once, review it quarterly, and finally replace guesswork with a plan that pays for itself.
Grab your copy now and give your marketing the structure—and credibility—it deserves.
