HomeResearch Articles The Anatomy of a B-to-B Marketing Plan

The Anatomy of a B-to-B Marketing Plan

Many b-to-b marketing plans fall into one of two categories, both of which ultimately prove to be ineffective. One is the academic exercise, where a plan is so complex that it’s obsolete before it’s delivered; the other is “agile,” which often devolves into a list of tactics that fail to reflect business goals or customer needs. To address these issues, the SiriusDecisions Marketing Planning Process and our Campaign Framework can be leveraged to create a truly useful marketing plan.
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