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Marketing project management: How to structure your strategy

Team Asana contributor image

Marketing project management is a methodology used to keep marketing campaigns on track and stakeholders informed throughout the project lifecycle. It provides clarity among teams, keeps your projects within scope, and helps team members meet customer needs. In this piece, we’ll discuss the challenges of marketing campaigns and explain how marketing project management can help you succeed.

Marketing initiatives can be crucial to your business plan because they give you the chance to tell your brand story and send leads down the sales funnel. Without effective marketing, you may struggle to bring in revenue and secure loyal customers. A focused marketing plan ensures that your message resonates with your audience so you can walk away from every campaign feeling proud of the work your team put in.

What is marketing project management?

Marketing project management is a methodology used to keep marketing campaigns on track and stakeholders informed throughout the project lifecycle. It provides clarity among teams, keeps your projects within scope, and helps you meet customer needs.

To manage marketing projects, you’ll start with the same project management principles that other teams and industries use. But marketing project management differs from the traditional project management approach in a few ways, which we’ll cover below. 

The five project management phases are:


In marketing project management, you’ll add a marketing strategy phase where you’ll gather market research and data and use your findings to set your project plan in motion.

Why is marketing project management important?

Marketing project management is important because how you manage a project impacts everyone involved with the marketing campaign. When you use the right methodology, others will follow your lead and reap the benefits of your strong leadership. 

Picture yourself at the center of the project. As the circle expands, more people get involved in the project. Once you realize you’re only the first person in the project life cycle, it’s easier to see why project management is so important.

Why is marketing project management important?

It takes a village to manage a marketing project. The three most important stakeholder groups are:

The marketing project manager:  As the leader and facilitator of marketing campaigns, you’re at the center of everything that happens during a marketing project. This includes things like project timeline delays, email marketing troubleshooting, and KPI monitoring. 

Internal stakeholders: Internal stakeholders are team members within your organization who have a stake in your project. These people may include executives, sales representatives, creatives, or technicians. How you manage your marketing campaign affects internal stakeholders. They’re often either involved with the marketing campaign, impacted by the campaign’s deliverables, or informed about your overall goals.

External stakeholders: External stakeholders are people outside of your organization who have a stake in your project. These people may include vendors, end users, clients, or investors. You’ll need project management skills to keep external stakeholders informed and satisfied with your project deliverables.

10 steps of the marketing project management process

The marketing project management methodology has 10 key steps. While your marketing agency may tackle complex projects in niche areas like SEO or social media, you can use these steps as a general framework for most marketing campaigns.

The marketing project management process

You can divide the 10 steps below into five project phases. These five phases resemble the traditional project management phases, but they also include additional marketing strategies to ensure you’re setting yourself—and your marketing project—up for success. 

Objectives and analysis

The goal of the objectives and analysis phase of marketing project management is to focus on planning your marketing campaign. This involves defining the project’s end goals and outlining success metrics.

Define end goals: Make your end goals clear at the beginning of every project you work on. That way, team members know what to strive for during project execution and stakeholders know what to expect. 

Identify success metrics : It’s critical to identify KPIs at the beginning of your campaign so you can use these metrics to monitor your progress throughout the project lifecycle. 

Marketing strategy

Use your project objectives from phase one to drive your marketing strategy. During this phase, you’ll also use market research and data to find the most effective way to achieve your strategic goals .

Pinpoint your audience: Identifying your target audience is the first step to achieving a high ROI. Your target audience is the group of people who are most likely to resonate with your brand. If you can reach this audience, you increase your chance of selling your product or service. 

Set message and CTAs: Determine the message you want to send to your target audience. Your message should include strategic calls to action for your product or service. 

Project scheduling

Your marketing campaign may require creative assets and a detailed plan of how and where to distribute these assets. During the project scheduling phase, establish a team to assist you with asset creation. 

Clarify scope: Clarify your project scope so everyone knows the limitations of your project timeline, resources, and budget. It's also important to ensure stakeholders are aware of the project scope to limit change requests.

Delegate tasks : Delegating work is crucial if you hope to stay organized and avoid duplicate work. Create a project timeline and assign tasks to team members. Use a Gantt chart or other task management tool so team members can visualize project milestones and dependencies between tasks. 

Campaign launch

After you’ve scheduled your campaign, the action begins. This is the phase when your team develops your creative assets and sends them out to the masses. This part of marketing project management is exciting because you get to see your strategy in motion. 

Create project deliverables: Produce deliverables that will outshine your competitors’ and wow your audience. Employ a team of writers and graphic designers that can deliver your message using strong copy and impressive visuals. 

Distribute across marketing channels: Determine which marketing channels will help you reach your target audience and when they’re on them. Place your deliverables across these channels so you get as many eyes on them as possible.

Monitor and review

Use the success metrics you set during the project planning phase to monitor your project progress. Once you’ve tracked your progress, you can also  use your performance results to learn lessons for future projects . 

Monitor results: Use project management software to monitor your KPIs in real time. Once you’ve launched your marketing campaign, you can assess how well your campaign performed and what adjustments you should make to your future marketing strategy.

Set future standards: Use any lessons you learn from monitoring your campaign to set standards for future projects. For example, if your campaign performed poorly with a specific age bracket, set audience limitations on this group for future campaigns.  

Common challenges in marketing campaigns

Many marketing teams face challenges when implementing their marketing campaigns. Luckily, the most common challenges are preventable or easily mitigated with marketing project management. 

4 common challenges in marketing

Use the solutions to the challenges below as part of your marketing project management workflow.

1. Project risks

Marketing campaigns experience risk in many areas, and it’s difficult to predict what these risks will be or when they’ll occur. But if you’re not prepared to mitigate a project risk once it takes hold, the problem can affect project quality. Some common areas of project risks include:

Technical risk: Technical risk can particularly affect email or digital marketing campaigns . Security incidents, cyberattacks, password theft, or service outages could delay a marketing campaign or derail it completely. 

Market risk: These are risks that affect the entire market. These may include risk of recession, margin risk, interest rate risk, and currency risk. While these risks are uncontrollable, your team can prepare for them so you can react quickly if they do happen.

Organizational risk: Organizational risk occurs from issues with internal operations. Events that fall under this category include reputational damage, communications failure, lawsuits, and supply chain disruptions. 

Solution: Use project risk management to prevent and mitigate risk in your marketing campaigns. During the planning phase, set up a risk analysis to assess which project risks are most likely to occur, as well as which risks are of highest priority. Then, use insights to shape your campaign and prepare for potential mishaps. 

2. Scope creep

Scope creep occurs when your marketing campaign expands beyond the initial expectations you set. Marketing campaigns often suffer from scope creep because teams don’t establish clear requirements during project planning. If you don’t communicate your limitations to stakeholders, they may request changes that your project team has trouble keeping up with. 

Solution: Define project objectives during the initial stages of your marketing campaign and share these objectives with your stakeholders. Maintain clear lines of communication so your stakeholders understand your project requirements, including the limits of your project timeline and budget . If necessary, you can also establish a change control process to regulate change requests.  

3. Poor communication with stakeholders

Poor communication with stakeholders is a challenge many marketing teams face . You can see above that this challenge has consequences, with scope creep being just one of those consequences. Other consequences of communication issues include:

Unclear project expectations 

Inconsistencies in goals and results

Reduced team morale

Insufficient project funding

Duplicate work

Solution: Use project management software to establish a strong line of communication with stakeholders. Share real-time updates with everyone involved in your marketing campaign, and encourage stakeholders to provide feedback along the way. Set project milestones as checkpoints for collective evaluation of the campaign.

4. No single source of truth

Marketing teams that rely on face-to-face, email, phone, or video chat to communicate with stakeholders will experience challenges when managing their marketing campaigns. You shouldn’t retire these traditional forms of communication, but they don’t offer essentials like:

Document sharing

Real-time status updates

Software integrations

Task management

Central source of truth

Your marketing strategy should be transparent to all stakeholders. Transparency strengthens team communication and improves project quality.

Solution: Use project management software as your single source of truth. There are many types of project management with varying levels of functionality. Some tools compile your project information, while others compile information from outside sources. Use a tool like Asana to customize project views and keep everyone—from team members to stakeholders—on the same page.

Use project management software to structure your marketing strategy

Marketing project management can eliminate some of the common challenges faced by marketing departments. When you use a structured management methodology, you’ll improve communication flow and streamline your work process. Use project management software to promote collaboration among stakeholders and to establish a single source of truth. 

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How To Create A Marketing Project Plan: A Step-by-Step Guide

Toggl Team

When you think of “big marketing mistakes”, you might think of that episode of The Office where Michael accidentally gives their biggest customer a Golden Ticket for a 50% discount.

And yes, giving away too much of your value for free is bad.

But actually, one of the biggest mistakes marketers make is: failing to plan.

You can have access to the best marketing project management tools but without a clear, documented marketing plan you’re bound to fail.

According to CoSchedule, marketers who plan are three times more likely to be successful than those who don’t.

In this blog, we’ve broken down everything you need to know on how to put together a marketing plan, including examples and templates.

What is a marketing project plan?

A marketing project plan is a report or presentation in which you outline your marketing strategy. It covers your marketing goals, the steps you will take to achieve these goals, and how to measure them. This could be for a specific period, for example, the next quarter or year, or for a specific event, such as a product launch. 

We’ll get into the specifics of what’s included in a marketing plan in a minute, but their basic purpose is to outline:

  • Your goals and the metrics you’ll use to measure them
  • The challenges you face in reaching them
  • The actions you’ll take and resources required to overcome these

It’s the document your superiors will use to understand the project, that the marketing team will work from throughout, and that you’ll use to keep the whole thing on track.

Common formats for marketing plans are:

  • Microsoft Word
  • Microsoft Excel
  • Microsoft Powerpoint
  • Equivalent products in Google Drive, e.g., Slides

We’ll show you more examples below, but here’s a quick example of an MS Word marketing plan by ProjectManager for now:

Example marketing project plan

In a nutshell, a marketing plan helps you:

  • Define the scope of the project (and minimize project scope creep !)
  • Set out a timeline for completion and allocate resources
  • Measure your success and adjust your tactics as your project evolves

Marketing strategy vs. marketing plan: what’s the difference?

The difference between a marketing strategy and a marketing plan is subtle but important. 

A marketing strategy is all about high-level thinking – that means how you’re: 

  • Communicating your company values 
  • Achieving your goals for long-term growth
  • Securing a competitive advantage 

A marketing plan, on the other hand, is the more specific, day-to-day actions that will get you there. 

It’s a symbiotic relationship: a marketing plan needs a strong strategy to guide it, and a marketing strategy is useless if not accompanied by a good plan.

9 elements of a marketing plan

No two marketing projects are the same, so it follows that no two marketing plans will be either. However, most successful marketing plans will usually have these nine elements in common.

1. Target market 

If you’re working on an email marketing campaign, this might be which segments of the target audience you’ll be engaging. If you’re launching a new product it’ll mean outlining your ICP, or Ideal Customer Profile.

Buyer personas are useful to document your ICP. Here’s an example buyer persona template.

Example buyer persona for your marketing project plan

2. Project goals

Without goals in place, your marketing plan is dead in the water. They should be SMART – that is Specific, Measurable, Achievable, Realistic, and Time-bound.

In short, SMART goals are specific targets you want to hit in a defined period. Advantages for setting SMART goals include:

  • Set clear, unambiguous goals for your marketing team
  • Provide a way to measure progress and course correct if necessary
  • Prevent your team from wasting resources on irrelevant work
  • Build confidence with realistic and achievable goals
  • Set clear start and end dates for your marketing projects

Here’s an example SMART goals planning template from HubSpot.

Define SMART goals for your marketing plan

3. Competitive analysis

A competitor analysis might seem like it’s more relevant to a product launch project, but it’s equally important to your marketing efforts.

Depending on your marketing campaign, your competitive analysis can take different forms. For example, to analyze your SEO competition, you want to know:

  • Who are my SEO competitors?
  • How does a competitor’s content on Google?
  • Am I missing any content that my competitors have?
  • What kind of content drives results for my competition?

Here’s an example SEO competition analysis by Moz to include in your marketing plan:

SEO Competitor analysis to include in your marketing plan

4. Strategies

Now’s the time to define the important elements of your brand’s strategy. This will include things like:

  • Your value proposition
  • Your brand positioning
  • Your mission statement

Here’s an example of a brand strategy slide from a brand marketing plan. It includes a brand strategy roadmap, which you can find out more about here .

Include a marketing strategy roadmap in your marketing plan

The last thing you want to do when you’re outlining your big vision for brand expansion is crunched the numbers, but look at it this way: if you don’t crunch them now, they’ll come back to bite you later.

You need to budget for any costs, such as: 

  • Focus groups 
  • Visual assets

Here’s an example of a product marketing budget in Google Sheets:

Marketing plan budget

6. Responsibilities and resource planning

A resource plan is a key component of any plan.

It involves identifying, acquiring, and assigning resources for your marketing project in order to meet the goals. Resources can be anything including people, tools, facilities, materials, or monetary budget.

The resource allocation process involves the following steps:

  • Create your marketing project’s timeline.
  • Identify resources you’ll need to get the project done.
  • Find and book available resources.
  • Create a plan for acquiring unavailable resources.

7. Metrics and measurements

Setting your metrics at the start of the project gives you the ability to track the success of the project in real-time and makes it clear to everyone on board what success would look like.

The best metrics will depend on your overall objectives.

Remember, though: beware of vanity metrics that look good on a graph but don’t give a reliable indicator of engagement, for example, social media impressions.

8. Tasks and schedule 

Do you know what we call a plan without a clear schedule attached to it? Just a nice idea.

Here’s a template to for creating a digital marketing plan in Excel .

Marketing project task list template

Alternatively, you can also use a visual planning tool like Toggl Plan to plan a timeline for your marketing project.

Sample marketing website project plan in Toggl Plan

9. Executive summary

We know what you’re thinking – doesn’t this usually go at the top of a marketing plan?

You’re absolutely right. But the reason we’ve left this part till the end of this list is that it’s actually the last thing you’ll write as part of your marketing plan.

The executive summary takes everything we’ve just discussed and boils it down into a brief overview at the start of the marketing plan.

Learn more about how to write an executive summary .

How to create a marketing plan

Now that you know the key elements of a great marketing plan, it’s time to get yours written. Here’s how to create a stellar marketing plan – in seven steps.

1. Identify stakeholders

The stakeholders are the people you need to please with this marketing plan, and you’ve got to identify them and what their needs are before you begin.

Examples of who your stakeholders might be:

Identifying which ones are the most important to this project and what their distinct needs are can guide your strategy and priorities.

For example, let’s say you’re running a campaign to generate leads for your sales team. Your sales team is a stakeholder in this campaign. You’ll need to consult them to find out their needs—not just high-level goals like “get more leads”, but things like:

  • What does a qualified lead look like for them?
  • What information do they need to contact these leads?
  • How many leads do they need to meet their sales targets?

You can’t afford to skip this stage—only one in three organizations deliver projects that are likely to achieve stakeholder satisfaction.

2. Assemble your team

This is self-explanatory, right? To get the job done properly, you need the right people working on it.

Most project teams have only 6-10 people on them. The old saying “too many cooks spoil the broth” is as true in marketing as it is in the kitchen.

Instead, focus on getting a small group of people who have the right expertise, experience, and authority to get the job done.

For example, in a content marketing project you might need:

  • A project manager (that’s you)
  • An SEO expert
  • A content writer
  • A social media manager to promote the content

Learn more about how to assemble your team in our resource allocation guide .

3. Create a communication plan

29% of project failures are due to poor communication.

A documented project communication plan could mean a difference between success and failure.

Decide how your team will communicate with each other from the outset, for example:

  • The medium you’ll use, e.g., email, Slack, Microsoft Teams
  • How often you’ll meet to discuss the project 
  • What the chain of command is – who should your team members go to with questions and concerns?

One great way of increasing transparency and communication in marketing projects is through effective time tracking .

Some tasks will take longer than you expected them to—that’s just life. With time tracking , you can see when this is happening and react accordingly, whether by allocating more resources or having another team member jump in to help

This can help to reduce the stress of ambitious projects because team members are all on the same page, and they can work more efficiently together and independently, too.

4. Create a task list

Creating a task list for your project seems daunting at first, but we believe it can be broken down into three easy steps: 

  • Establish project scope . What’s your job in this project, and what do you not need to worry about?
  • Create a work breakdown structure ( WBS ) . Divide the project into phases you can then use to bucket your tasks – for example, market research might be the first phase of a product marketing campaign.
  • Break each work phase into tasks . Within the market research example, you might have tasks like “put together focus groups”, “white paper”, or “case study.”

Your project’s activities should be ranked according to stakeholder priorities. For internal tasks consider using these prioritization techniques .

5. Make a schedule for your marketing plan

We’ve already shown you what a schedule in a marketing plan can look like in Excel, but there are numerous drawbacks to scheduling your marketing plan in a static document.

One of the biggest ones is its lack of interactivity, particularly when it comes to integrating with other platforms. There are many more sophisticated project management tools out there that allow you to see not just your team’s work for this one project, but to compare this to their other priorities, including milestones and deliverables.

Toggl Plan's visual project timeline

A visual project schedule helps you identify the milestones, gaps, risks, and resources required for your marketing campaign.

6. Generate a risk management plan

Risk management practices are widely used across most organizations – only 3% of organizations say they never use risk management practices, while 27% say they always do.

One way that you can anticipate risk is by doing a SWOT analysis. That’s an overview of your:

  • Opportunities

Here’s an example of what this looks like for a local Thai restaurant:

Marketing SWOT analysis for a local Thai restaurant

Another important step in preparing for risk factors in your marketing project is to utilize an agile planning model .

Originally conceived by software development teams, agile planning is all about using an iterative approach where you’re constantly evaluating and re-evaluating your methods as the project goes on.

Instead of sticking to your original plan through thick and thin, if something’s not working, you change it up. This minimizes the risk of total project failure, while also building on our final point.

7. Monitoring and reporting

We’ve already spoken about the importance of project time management. Tracking and regular reporting are key to delivering projects on time and successfully, and one way of doing this is through the time tracking tools as we mentioned earlier.

These will help you flag if team members are falling behind, as well as show you how much has been done on the project to date.

Throughout your project, you should constantly monitor your key metrics. And in fact, many good marketing project plans have a space for this kind of reporting built into them.

Marketing plan examples

We’ve already seen some snippets from marketing plans but here are three marketing project plan examples.

We showed this briefly above, but this marketing project plan example from Lush in Portugal exhibits almost all of the features we’ve outlined in this blog.

Lush marketing project plan example

2. Gantt project plan

A Gantt chart is simply a chart that illustrates a project schedule. This marketing plan template from Microsoft gives you a good idea of how it looks and is like an offline version of time management tools like Toggl.

Gantt timeline project plan example for a hiring team

3. Microsoft Word

This simple marketing project plan example is created in Word. In just four pages, it offers a condensed version of what we’ve discussed above.

This streamlined format is ideal for simpler or shorter-term projects, or if you only have a limited time to present an overview of your project—for example, in a company updates meeting.

MS Word project plan template from Envato

Create the Perfect Marketing Project Plan

Designing a dynamite marketing project plan is only the beginning. Now you’ve got all the information you need to do it, it’s up to you to see it through. But you’re not on your own—with these tips under your belt and the right planning tools , we know you’ve got what it takes to lead an amazing marketing project.

Toggl Team

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Free Marketing Project Management Templates

Deliver successful projects, from concept to completion, with the help of free marketing project management templates. The selection of customizable templates below includes Microsoft Excel, Word, PowerPoint, PDF, and Smartsheet options.

You’ll find a marketing project management plan template, a project management checklist, a marketing dashboard template, as well as expert tips on marketing management practices and tools.

strategic marketing project report

Marketing Project Management Plan Template (Microsoft Excel)

This Gantt chart template features two tabs: one with sample data to show a completed schedule, and a blank version that is ready to use. When you list marketing project tasks with starting and ending dates in the spreadsheet, the template automatically generates a Gantt schedule with a project timeline. Keep track of the status for each task and assigned owners to help ensure that your project stays on schedule.

Download the Microsoft Excel Template

Use the FREE Smartsheet Template

strategic marketing project report

Marketing Project Management Plan Template (Microsoft Word)

Use this template as an outline for developing a strategic marketing project plan. You’ll find a table of contents, along with sections for defining your intended audience, listing time and resource requirements, addressing potential obstacles, and setting performance standards. This template is also useful for Agile marketing because it includes sections for planning and tracking sprints.

Download the Microsoft Word Template

Free Smartsheet Templates

Smartsheet has hundreds of pre-built, customizable templates infused with best practices to help you save time creating solutions that will improve your work processes.

Get free Smartsheet templates

strategic marketing project report

Marketing Project Management Checklist

Edit this checklist template to aid with project planning. Break down steps for a single campaign, use it as a starting point for brainstorming content, or create a list of questions to hone your marketing strategy. The template includes sample questions for initiating a new marketing project. Assign owners, specify deadlines, and track progress for each item on the list. 

Download Microsoft Excel Template

strategic marketing project report

Marketing Project Management Spreadsheet Template

Manage project tasks, timeline, and budget with this spreadsheet template. Break down a project plan into a list of prioritized tasks and keep track of owners, deadlines, and costs for each item. Use the template to compare projected and actual dates for starting and completing tasks, as well as estimated versus final expenses. Total costs appear at the top of the template. Customize the template by adding or removing spreadsheet columns to suit your specific marketing project.

strategic marketing project report

Marketing Project Management Dashboard

Get a dashboard view of your marketing campaign, including individual tasks, project schedule, and overall progress. The project timeline appears as a Gantt chart, while other bar charts track budget resources and pending items. A pie chart summarizes how your project is proceeding based on the total number of tasks that are in progress, complete, or overdue. Project status appears at the top of the template. The dashboard allows you to manage important details while getting a quick snapshot of project performance.

strategic marketing project report

Marketing ROI Calculator Template

Determine the return on investment (ROI) for marketing initiatives by calculating the revenue generated from your marketing content minus the amount spent creating the content. Enter the total initiative cost, total circulation, response rate, and other inputs shown in the top portion of the template. Outputs are shown below, including the number of leads generated, number of sales, ROI, and break-even profit per sale. Compare multiple initiatives to inform marketing strategy and budget decisions.

strategic marketing project report

Sample Marketing Project Report Template

This sample project report provides separate tabs for analyzing reach, visits, leads, customers, and conversion rates. Create a comprehensive online marketing report, compiling data for your website, social media, email marketing, and other digital content. The sample data illustrates how charts will appear on each tab, providing a visual summary of data over the course of a year. Use the report to communicate with stakeholders and guide your digital marketing management.

strategic marketing project report

Content Marketing Workflow Template

Designed for content marketing project management, this workflow template includes process steps, workflow tasks, responsible parties for executing and approving each task, and due dates. Create a workflow for each content area you are managing to standardize the process, promote accountability, and identify issues that need to be resolved. Combine this template with a content marketing workflow checklist to ensure you cover all the necessary steps.

Download Microsoft Word Template

Download Adobe PDF Template

strategic marketing project report

Marketing Project Timeline Template

Choose from a Microsoft Excel or PowerPoint version of this timeline template. Both formats display a list of activities in a spreadsheet where you can document task status, owner, and duration. The timeline appears on a Gantt chart, and the PowerPoint template includes symbols for highlighting milestones, risks, and items that are ahead of schedule. Create a visual timeline to keep your marketing project on track.

Download Microsoft PowerPoint Template

strategic marketing project report

Social Media Marketing Schedule with Dashboard

This template features a social media marketing schedule and a dashboard for tracking posts per week and per social platform, along with content types. Plan your social media posts across multiple channels for each day of the week. Create the schedule based on your social strategy plan. See the other templates in our collection for strategic planning and social media marketing management .

strategic marketing project report

Marketing Campaign Management Template Set

Establish a well defined process to manage, track and visualize your marketing campaigns - all in one place.

Manage and provide visibility to all campaigns, their development status, and key performance metrics

Provide leadership, managers and individual contributors with access to key insights via real-time dashboard

Marketing Project Calendar Templates

2023 Marketing Project Management Calendar Template

2023 Marketing Project Management Calendar Template

Plan monthly or annual marketing events with this basic calendar template. It includes traditional calendar views for each month with 2023 dates, including holidays. Separate sections provide room for listing tasks, responsible parties, important events, and other details. The template layout makes it easy to view an entire month and to jump ahead, since each month has its own tab.

strategic marketing project report

Marketing Plan Calendar with Budget Tracker

Each section of this template represents a separate element of your marketing plan, from advertising, website, and branding to social media, public relations, and events. For each marketing initiative, get an overview of strategy, actions, schedule, target audience, and budget. The template shows the amount budgeted for each initiative versus the actual amounts spent. Total costs are automatically calculated and shown at the top of the template. 

strategic marketing project report

Streamline Marketing Project Management with Smartsheet 

The best marketing teams know the importance of effective campaign management, consistent creative operations, and powerful event logistics -- and Smartsheet helps you deliver on all three so you can be more effective and achieve more. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed.

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time. Try Smartsheet for free, today.

Expert Tips on Marketing Project Management

You can reap many benefits from having a structured process for marketing project management. Learn more about best practices and common challenges, as well as how to improve performance, by reading our comprehensive marketing project management guide . We also offer an instructional guide on how to pick marketing project management tools and software , along with key project manager skills to master in order to successfully direct complex marketing projects. For more free template options, see this compilation of marketing project plan templates .

Discover why over 90% of Fortune 100 companies trust Smartsheet to get work done.

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Streamline and scale manufacturing operations.

strategic marketing project report

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strategic marketing project report

Strategic Marketing Plan Template & Examples

strategic marketing project report

Imagine setting out to climb Mt. Everest guided only by intuition. You wouldn’t make it very far without a detailed plan (and an experienced sherpa) to guide the way. 

Marketing may not be an extreme sport with life-or-death consequences, but you’ve got big goals to reach nonetheless. And your team’s success relies on a lot more than gut instinct. 

That’s why a strategic marketing plan is a must, no matter your industry. Think of it as the roadmap that gets your business where it needs to go each and every year. 

Drafting your first marketing plan can feel intimidating, but don’t worry. We’ll walk you through the basics, show you what a strategic marketing plan looks like, and even give you a couple of free templates to get started. Here’s what we’ll cover:

What is a strategic marketing plan?

Essential elements of a strategic marketing plan, free marketing plan templates and examples.

Let’s start from square one and define what a strategic marketing plan is. 

A strategic marketing plan is a formal document that guides your team’s marketing efforts throughout the year. It maps your annual marketing goals to your company’s overall business objectives, while also outlining how you’ll spend your yearly marketing budget.

A good marketing plan clearly outlines:

  • Your target market and key competitors
  • Major goals for the year and how they’ll help you get ahead
  • Key results that serve as indicators for success
  • How you’ll use your money and resources to meet your goals 

Keep in mind that your plan may vary based on your industry and goals. Length and format don’t matter as much as the details you include. Do your research, and make it as easy as possible for company leaders to understand how your strategic marketing plan helps business grow.

What’s the difference between a marketing strategy vs. marketing plan?

A marketing strategy details how you’ll execute a piece of your marketing plan with a specific tactical goal in mind. You might do this by launching an email or social media campaign, publishing a blog series, offering a special promo, or hosting a live event. 

A marketing plan , on the other hand, is the high-level framework that drives all your marketing strategies. It’s a big-picture look at the who, what, and why behind your marketing goals, with a focus on tying them to larger organizational objectives. 

No two marketing plans are exactly the same, but they do share some common threads. Here are 6 important elements you’ll want to identify and research before you build out your next strategic marketing plan.

  • Business objectives

Everything you do as a marketing team should support your company’s overall strategy and goals. So summarize your organization’s business objectives, and let it serve as your marketing plan’s true north. Your team and stakeholders should be able to clearly see how the marketing strategies and goals you outline in your plan align with your company’s top priorities.  

  • SWOT analysis

A SWOT analysis breaks down your company’s strengths, weaknesses, opportunities, and threats. This enables you to assess both the internal and external factors that influence your success so you can build targeted strategies that close gaps and drive results. 

  • Strengths and weaknesses : Take stock of your organization’s inner workings. Where does your team or company really shine? What’s working well, and what needs to be improved? Do you have any resource limitations?
  • Opportunities and threats : Now look outward to consider your market and competition. Where do you have a chance to push ahead? Where are you struggling to keep up? Are there any market changes to consider?
  • Market research

Research is the core of any marketing plan because it’s what you’ll use to shape your goals and strategy. Don’t be afraid to dive deep into the details here. A well-researched marketing plan is worth the time invested. 

Focusing your research energy on these areas will equip you with a solid base for smart marketing decisions.

It’s important to understand major movements in the industry you’re marketing to so you have a feel for the pulse of the market. Thoroughly research the industry your organization works in, and be sure to report on the general climate, as well as any noteworthy happenings. If your company serves any subindustries, don’t forget to include them in your analysis too. 

Target market

Marketing to the masses rarely pays off. That’s why narrowing down your target audience is a must for any marketing plan. Consider it the filter you run every marketing strategy through. 

The more specific you can get, the better. Answering questions like these can help you paint a clear picture of your ideal buyer so you know how to focus your resources for a bigger impact on the people you want to reach.

  • What are your ideal buyer’s key demographics (e.g., age, location, job title)?
  • What do they care about (e.g., interests, values)?
  • What are their biggest challenges or pain points? 
  • Where does your ideal buyer hang out (e.g., Twitter, LinkedIn, industry conferences or events)?

Competitive analysis

It’s also important to understand who and what you’re up against when it comes to attracting your perfect buyer. Identify the key players in your space, and give a brief rundown of what they’re doing to win. This groundwork will make it easier to see how to differentiate yourself from the competition. 

  • Strategic marketing goals

Now that you’ve laid the groundwork, it’s time to talk strategy. Outline your strategic marketing goals for the year, and briefly explain how these strategies support company-wide goals. Use a gantt chart to establish a timeline for each goal and monitor results along the way. This is an easy way to set expectations and keep your team and stakeholders in the loop.

  • Key marketing metrics

Metrics are where the rubber meets the road in your marketing plan. Use your market research to define specific KPIs or key marketing metrics that will serve as your measure for success. This will help you track progress so you know if you need to change course mid-project to ensure you hit your strategic marketing goals.

  • Marketing channels

Marketing channels are the vehicles you’ll use to reach your target audience and grow your brand. Choose your channels wisely based on where you expect to get the most bang for your marketing buck. Briefly explain the purpose of each channel and how it supports your overall marketing strategy and business goals. 

Want to build a more detailed plan for each marketing channel so you can bring your ideas to life? Check out our free social media strategy plan and editorial content plan templates for more information on planning by channel. 

Marketing budget

Establishing a monthly budget for your marketing plan—and tracking it along the way—helps you maximize ROI and identify wasted spend before it drains your marketing dollars. 

Start by listing any ongoing expenses you have so you know what you can afford to spend on new initiatives. Then do your best to estimate any new costs you expect in the coming year. Don’t forget to account for any new hires, freelance workers, or third-party agencies you might need to rely on to get the work done. 

Not sure where to start? We’ve got you! Here are a few examples of how you might structure a marketing plan so you can easily start writing your own. 

Your marketing plan may shake out differently depending on the industry you work in or the goals you’re focused on. Use these marketing plan templates and samples as a guide to jumpstart the process and come up with a marketing plan structure that works for you. 

Google Docs marketing plan template and example

The most common way to create a marketing plan is simply to write it out as a text document. This format enables you to freely elaborate on any research findings you gathered during discovery, while also making a clear case for the marketing goals you’ve set for the year.

We put together a free Google Docs marketing plan template to help you save time so you can get your planning process off the ground faster. This marketing plan example is perfect for documenting and sharing the full scope of your strategic marketing plan with your team and stakeholders.

strategic marketing project report

Here’s a basic breakdown of what the Google Docs marketing plan template covers:

  • Company mission

Save a copy of the template to your Google Drive or download it as a Word document, and customize it to fit your own strategic marketing plan needs.  ‍

Use template in Google Docs

Gantt chart marketing plan template and examples

A plan’s no good if you set it and forget it. That’s where a gantt chart comes in handy. Use this free gantt chart marketing plan template to track your strategic marketing plan all the way to success. 

A gantt chart is a great way to lay your marketing plan out in a simple, visual timeline that’s easy to update as work progresses. It gives you a high-level view of your plan’s major goals and strategies, while enabling you to collaborate on and share your plan with your team and stakeholders.

How you use a gantt chart to put your plan into action is up to you. Build a timeline for the tasks you need to complete as you develop your marketing plan, like the example below. 

strategic marketing project report

Once you’ve fleshed out the details of your marketing plan, you can use a gantt chart to define and track your strategic marketing goals. For example, you could break your marketing plan down by quarter to show when specific objectives will come into play and update progress as you close in on your goal. Here’s how that might look.

strategic marketing project report

Use template in TeamGantt

Ready to build a strategic marketing plan of your own? 

We’ve created a free marketing plan template for you in TeamGantt so you can jump right in!

Customizing the template is quick and easy, thanks to TeamGantt’s drag and drop simplicity. And since everything’s online, your whole team can collaborate on activities in real time.

Here are a few pointers to help you get the most out of our free TeamGantt strategic marketing plan template.

Drag and drop tasks to schedule your plan

Configuring your marketing plan is as easy as dragging and dropping tasks—or entire task groups—into their new rightful place. Click and drag the edges of each taskbar to set a new task duration. 

strategic marketing project report

Communicate with comments 

Collaboration is easy with TeamGantt's discussion feature . Share documents and chat with your team directly from a task’s Comments section. Use Notes to communicate important information—like goals, target audience, and budget—at the project level. 

Have a more formal marketing plan document? Attach the file or link to your project so everyone has easy access to it.

strategic marketing project report

Share a copy with stakeholders

Plans are meant to be shared, so we made it easy to keep even the most inquisitive stakeholders in the loop. Export your plan to a printer-friendly PDF , or share a view-only link to your project so stakeholders can see your marketing plan progress in real time. 

strategic marketing project report

Sign up for a free TeamGantt account today , and save time on project setup with this free marketing plan template!

strategic marketing project report

What is a Marketing Plan & How to Write One [+Examples]

Clifford Chi

Published: July 27, 2023

For a while now, you‘ve been spearheading your organization’s content marketing efforts. Your team's performance has convinced management to adopt the content marketing strategies you’ve suggested.

marketing plan and how to write one

Now, your boss wants you to write and present a content marketing plan, but you‘ve never done something like that before. You don’t even know where to start.

Download Now: Free Marketing Plan Template [Get Your Copy]

Fortunately, we‘ve curated the best content marketing plans to help you write a concrete plan that’s rooted in data and produces results. But first, we'll discuss what a marketing plan is and how some of the best marketing plans include strategies that serve their respective businesses.

What is a marketing plan?

A marketing plan is a strategic roadmap that businesses use to organize, execute, and track their marketing strategy over a given period. Marketing plans can include different marketing strategies for various marketing teams across the company, all working toward the same business goals.

The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.

Writing a marketing plan will help you think of each campaign‘s mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you’ll have an easier time staying on track with a campaign. You’ll also discover what works and what doesn't. Thus, measuring the success of your strategy.

Featured Resource: Free Marketing Plan Template

HubSpot Mktg plan cover

Looking to develop a marketing plan for your business? Click here to download HubSpot's free Marketing Plan Template to get started .

To learn more about how to create your marketing plan, keep reading or jump to the section you’re looking for:

How to Write a Marketing Plan

Types of marketing plans, marketing plan examples, marketing plan faqs, sample marketing plan.

Marketing plan definition graphic

If you're pressed for time or resources, you might not be thinking about a marketing plan. But a marketing plan is an important part of your business plan.

Marketing Plan vs. Business Plan

A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.

A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.

A marketing plan is an important subset of a business plan that shows how marketing strategies and objectives can support overall business goals.

Keep in mind that there's a difference between a marketing plan and a marketing strategy.

Marketing Strategy vs. Marketing Plan

A marketing strategy describes how a business will accomplish a particular goal or mission. This includes which campaigns, content, channels, and marketing software they'll use to execute that mission and track its success.

For example, while a greater plan or department might handle social media marketing, you might consider your work on Facebook as an individual marketing strategy.

A marketing plan contains one or more marketing strategies. It’s the framework from which all of your marketing strategies are created and helps you connect each strategy back to a larger marketing operation and business goal.

For example, your company is launching a new software product, and it wants customers to sign up. This calls for the marketing department to develop a marketing plan that'll help introduce this product to the industry and drive the desired signups.

The department decides to launch a blog dedicated to this industry, a new YouTube video series to establish expertise, and an account on Twitter to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.

To summarize, the business's marketing plan is dedicated to introducing a new software product to the marketplace and driving signups for that product. The business will execute that plan with three marketing strategies : a new industry blog, a YouTube video series, and a Twitter account.

Of course, the business might consider these three things one giant marketing strategy, each with its specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.

Learn what they are below.

  • State your business's mission.
  • Determine the KPIs for this mission.
  • Identify your buyer personas.
  • Describe your content initiatives and strategies.
  • Clearly define your plan's omissions.
  • Define your marketing budget.
  • Identify your competition.
  • Outline your plan's contributors and their responsibilities.

1. State your business's mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business‘s main mission statement. Be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you’ll acquire new customers and accomplish this mission.


Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission‘s progress. To do so, you’ll need to decide on your key performance indicators (KPIs) . KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example of a marketing mission from the above step. If part of our mission is “to attract an audience of travelers,” we might track website visits using organic page views. In this case, “organic page views” is one KPI, and we can see our number of page views grow over time.

These KPIs will come into the conversation again in step 4.

3. Identify your buyer personas.

A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title. Each buyer persona should directly reflect your business's current and potential customers. So, all business leaders must agree on your buyer personas.


Create your buyer personas with this free guide and set of buyer persona templates.

4. Describe your content initiatives and strategies.

Here‘s where you’ll include the main points of your marketing and content strategy. Because there is a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan.

A content strategy should stipulate:

  • Which types of content you'll create. These can include blog posts, YouTube videos, infographics, and ebooks.
  • How much of it you'll create. You can describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on your workflow and the short-term goals you set for your content.
  • The goals (and KPIs) you'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.
  • The channels on which you'll distribute this content. Popular channels at your disposal include Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.
  • Any paid advertising that will take place on these channels.

strategic marketing project report

Free Marketing Plan Template

Outline your company's marketing strategy in one simple, coherent plan.

  • Pre-Sectioned Template
  • Completely Customizable
  • Example Prompts
  • Professionally Designed

You're all set!

Click this link to access this resource at any time.

Build out your marketing plan with this free template.

Fill out this form to access the template., 5. clearly define your plan's omissions..

A marketing plan explains the marketing team’s focus. It also explains what the marketing team will not focus on.

If there are other aspects of your business that you aren‘t serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can’t please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.

6. Define your marketing budget.

Your content strategy might use many free channels and platforms, but there are several hidden expenses a marketing team needs to account for.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.


You can establish your marketing budget with this kit of 8 free marketing budget templates .

7. Identify your competition.

Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one.

Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.


Easily track and analyze your competitors with t his collection of ten free competitive analysis templates .

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it‘s time to explain who’s doing what. You don‘t have to delve too deeply into your employees’ day-to-day projects, but it should be known which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Now that you know why you need to build an effective marketing plan, it’s time to get to work. Starting a plan from scratch can be overwhelming if you haven’t done it before. That’s why there are many helpful resources that can support your first steps. We’ll share some of the best guides and templates that can help you build effective results-driven plans for your marketing strategies.

Ready to make your own marketing plan? Get started using this free template.

Depending on the company you work with, you might want to create various marketing plans. We compiled different samples to suit your needs:

1. Quarterly or Annual Marketing Plans

These plans highlight the strategies or campaigns you'll take on in a certain period.

marketing plan examples: forbes

Forbes published a marketing plan template that has amassed almost 4 million views. To help you sculpt a marketing roadmap with true vision, their template will teach you how to fill out the 15 key sections of a marketing plan, which are:

  • Executive Summary
  • Target Customers
  • Unique Selling Proposition
  • Pricing & Positioning Strategy
  • Distribution Plan
  • Your Offers
  • Marketing Materials
  • Promotions Strategy
  • Online Marketing Strategy
  • Conversion Strategy
  • Joint Ventures & Partnerships
  • Referral Strategy
  • Strategy for Increasing Transaction Prices
  • Retention Strategy
  • Financial Projections

If you're truly lost on where to start with a marketing plan, this guide can help you define your target audience, figure out how to reach them, and ensure that audience becomes loyal customers.

2. Social Media Marketing Plan

This type of plan highlights the channels, tactics, and campaigns you intend to accomplish specifically on social media. A specific subtype is a paid marketing plan, which highlights paid strategies, such as native advertising, PPC, or paid social media promotions.

Shane Snow's Marketing Plan for His Book Dream Team is a great example of a social media marketing plan

A successful book launch is a prime example of data-driven content and social marketing. Using data to optimize your social strategy spreads more awareness for your book, gets more people to subscribe to your content, converts more subscribers into buyers, and encourages more buyers to recommend your book to their friends.

→ Free Download: Social Media Calendar Template [Access Now]

When Shane Snow started promoting his new book, "Dream Team," he knew he had to leverage a data-driven content strategy framework. So, he chose his favorite one: the content strategy waterfall. The content strategy waterfall is defined by Economic Times as a model used to create a system with a linear and sequential approach. To get a better idea of what this means, take a look at the diagram below:

Contently's content strategy waterfall.

Snow wrote a blog post about how the waterfall‘s content strategy helped him launch his new book successfully. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you’ll learn how he:

  • Applied his business objectives to decide which marketing metrics to track.
  • Used his ultimate business goal of earning $200,000 in sales or 10,000 purchases to estimate the conversion rate of each stage of his funnel.
  • Created buyer personas to figure out which channels his audience would prefer to consume his content.
  • Used his average post view on each of his marketing channels to estimate how much content he had to create and how often he had to post on social media.
  • Calculated how much earned and paid media could cut down the amount of content he had to create and post.
  • Designed his process and workflow, built his team, and assigned members to tasks.
  • Analyzed content performance metrics to refine his overall content strategy.

You can use Snow's marketing plan to cultivate a better content strategy plan, know your audience better, and think creatively about content promotion and distribution.

3. Content Marketing Plan

This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product.

HubSpot's Comprehensive Guide for Content Marketing Strategy is a strong example of a content marketing plan:

marketing plan examples: hubspot content marketing plan

At HubSpot, we‘ve built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we’ve learned countless lessons that shaped our current content marketing strategy. So, we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.

Download Now: Free Content Marketing Planning Templates

In this comprehensive guide for modern marketers, you'll learn:

  • What exactly content marketing is.
  • Why your business needs a content marketing strategy.
  • Who should lead your content marketing efforts?
  • How to structure your content marketing team based on your company's size.
  • How to hire the right people for each role on your team.
  • What marketing tools and technology you'll need to succeed.
  • What type of content your team should create, and which employees should be responsible for creating them.
  • The importance of distributing your content through search engines, social media, email, and paid ads.
  • And finally, the recommended metrics each of your teams should measure and report to optimize your content marketing program.

4. New Product Launch Marketing Plan

This will be a roadmap for the strategies and tactics you‘ll implement to promote a new product. And if you’re searching for an example, look no further than Chief Outsiders' Go-To-Market Plan for a New Product :

marketing plan examples: chief outsiders

When you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they target one product versus its entire marketing strategy.

→ Download Now: Free Product Marketing Kit [Free Templates]

After reading this plan, you'll learn how to:

  • Validate a product
  • Write strategic objectives
  • Identify your market
  • Compile a competitive landscape
  • Create a value proposition for a new product
  • Consider sales and service in your marketing plan

5. Growth Marketing Plan

Growth marketing plans use experimentation and data to drive results, like we see in Venture Harbour’s Growth Marketing Plan Template :

marketing plan examples: venture harbour

Venture Harbour's growth marketing plan is a data-driven and experiment-led alternative to the more traditional marketing plan. Their template has five steps intended for refinement with every test-measure-learn cycle. The five steps are:

  • Experiments

Download Now: Free Growth Strategy Template

This is a great option if you want to experiment with different platforms and campaigns.

  • Visit Oxnard
  • Safe Haven Family Shelter
  • Wright County Economic Development
  • The Cultural Council of Palm Beach County
  • Cabarrus County Convention & Visitors Bureau
  • Visit Billings

1. Visit Oxnard

This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with all the information one needs in a marketing plan: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.

It also articulates the organization’s strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic. Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.

Why This Marketing Plan Works

  • States clear and actionable goals for the coming year
  • Includes data and other research that shows how their team made their decisions
  • Outlines how the team will measure the success of their plan

2. Safe Haven Family Shelter

marketing plan examples: safe haven family shelter

This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization. It includes SMART marketing goals , deadlines, action steps, long-term objectives, target audiences, core marketing messages , and metrics.

The plan is detailed, yet scannable. By the end of it, one can walk away with a strong understanding of the organization’s strategic direction for its upcoming marketing efforts.

  • Confirms ongoing marketing strategies and objectives while introducing new initiatives
  • Uses colors, fonts, and formatting to emphasize key parts of the plan
  • Closes with long-term goals, key themes, and other overarching topics to set the stage for the future

3. Wright County Economic Development

marketing plan examples: wright county

Wright County Economic Development’s plan drew our attention because of its simplicity, making it good inspiration for those who’d like to outline their plan in broad strokes without frills or filler.

It includes key information such as marketing partners, goals, initiatives, and costs. The sections are easy to scan and contain plenty of information for those who’d like to dig into the details. Most important, it includes a detailed breakdown of projected costs per marketing initiative — which is critical information to include for upper-level managers and other stakeholders.

  • Begins with a quick paragraph stating why the recommended changes are important
  • Uses clear graphics and bullet points to emphasize key points
  • Includes specific budget data to support decision-making

4. The Cultural Council of Palm Beach County

marketing plan examples: cultural council of palm beach county

This marketing plan presentation by a cultural council is a great example of how to effectively use data in your plan, address audiences who are new to the industry, and offer extensive detail into specific marketing strategies.

For instance, an entire slide is dedicated to the county’s cultural tourism trends, and at the beginning of the presentation, the organization explains what an arts and culture agency is in the first place.

That’s a critical piece of information to include for those who might not know. If you’re addressing audiences outside your industry, consider defining terms at the beginning, like this organization did.

  • Uses quality design and images to support the goals and priorities in the text
  • Separate pages for each big idea or new strategy
  • Includes sections for awards and accomplishments to show how the marketing plan supports wider business goals
  • Defines strategies and tactics for each channel for easy skimming

5. Cabarrus County Convention & Visitors Bureau

marketing plan examples: carrabus county

Cabarrus County’s convention and visitors bureau takes a slightly different approach with its marketing plan, formatting it like a magazine for stakeholders to flip through. It offers information on the county’s target audience, channels, goals, KPIs, and public relations strategies and initiatives.

We especially love that the plan includes contact information for the bureau’s staff members, so that it’s easy for stakeholders to contact the appropriate person for a specific query.

  • Uses infographics to expand on specific concepts, like how visitors benefit a community
  • Highlights the team members responsible for each initiative with a photo to emphasize accountability and community
  • Closes with an event calendar for transparency into key dates for events

6. Visit Billings

marketing plan examples: visit billings

Visit Billing’s comprehensive marketing plan is like Cabarrus County’s in that it follows a magazine format. With sections for each planned strategy, it offers a wealth of information and depth for internal stakeholders and potential investors.

We especially love its content strategy section, where it details the organization’s prior efforts and current objectives for each content platform.

At the end, it includes strategic goals and budgets — a good move to imitate if your primary audience would not need this information highlighted at the forefront.

  • Includes a section on the buyer journey, which offers clarity on the reasoning for marketing plan decisions
  • Design includes call-outs for special topics that could impact the marketing audience, such as safety concerns or "staycations"
  • Clear headings make it easy to scan this comprehensive report and make note of sections a reader may want to return to for more detail

What is a typical marketing plan?

Most marketing plans are documents that outline the following aspects of a business's marketing:

  • Target audience

Each marketing plan should include one or more goals, the path your team will take to meet those goals, and how you plan to measure success.

For example, say a tech startup is launching a new mobile app. Its marketing plan would usually include:

  • Target audience or buyer personas for the app
  • Outline of how app features meet audience needs
  • Competitive analysis
  • Goals for conversion funnel and user acquisition
  • Marketing strategies and tactics for user acquisition

Featured resource : Free Marketing Plan Template

What should a good marketing plan include?

A good marketing plan will create a clear roadmap for your unique marketing team. This means that the best marketing plan for your business will be distinct to your team and business needs.

That said, most marketing plans will include sections for one or more of the following:

  • Clear analysis of the target market
  • A detailed description of the product or service
  • Strategic marketing mix details (such as product, price, place, promotion)
  • Measurable goals with defined timelines

This can help you build the best marketing plan for your business.

A good marketing plan should also include a product or service's unique value proposition, a comprehensive marketing strategy including online and offline channels, and a defined budget.

Featured resource : Value Proposition Templates

What are the most important parts of a marketing plan?

When you‘re planning a road trip, you need a map to help define your route, step-by-step directions, and an estimate of the time it will take to get to your destination. It’s literally how you get there that matters.

Like a road map, a marketing plan is only useful if it helps you get to where you want to go. So, no one part is more than the other.

That said, you can use the list below to make sure that you've added or at least considered each of the following in your marketing plan:

  • Marketing goals
  • Executive summary
  • Target market analysis
  • Marketing strategies

What questions should I ask when making a marketing plan?

Questions are a useful tool for when you‘re stuck or want to make sure you’ve included important details.

Try using one or more of these questions as a starting point when you create your marketing plan:

  • Who is my target audience?
  • What are their needs, motivations, and pain points?
  • How does our product or service solve their problems?
  • How will I reach and engage them?
  • Who are my competitors? Are they direct or indirect competitors?
  • What are the unique selling points of my product or service?
  • What marketing channels are best for the brand?
  • What is our budget and timeline?
  • How will I measure the success of marketing efforts?

How much does a marketing plan cost?

Creating a marketing plan is mostly free. But the cost of executing a marketing plan will depend on your specific plan.

Marketing plan costs vary by business, industry, and plan scope. Whether your team handles marketing in-house or hires external consultants can also make a difference. Total costs can range from a few thousand dollars to tens of thousands. This is why most marketing plans will include a budget.

Featured resource : Free Marketing Budget Templates

What is a marketing plan template?

A marketing plan template is a pre-designed structure or framework that helps you outline your marketing plan.

It offers a starting point that you can customize for your specific business needs and goals. For example, our template includes easy-to-edit sections for:

  • Business summary
  • Business initiatives
  • Target market
  • Market strategy
  • Marketing channels
  • Marketing technology

Let’s create a sample plan together, step by step.

Follow along with HubSpot's free Marketing Plan Template .

HubSpot Mktg plan cover

1. Create an overview or primary objective.

Our business mission is to provide [service, product, solution] to help [audience] reach their [financial, educational, business related] goals without compromising their [your audience’s valuable asset: free time, mental health, budget, etc.]. We want to improve our social media presence while nurturing our relationships with collaborators and clients.

For example, if you wanted to focus on social media growth, your KPIs might look like this.

We want to achieve a minimum of [followers] with an engagement rate of [X] on [social media platform].

The goal is to achieve an increase of [Y] on recurring clients and new meaningful connections outside the platform by the end of the year.

Use the following categories to create a target audience for your campaign.

  • Profession:
  • Background:
  • Pain points:
  • Social media platforms that they use:
  • Streaming platforms that they prefer:

For more useful strategies, consider creating a buyer persona in our Make My Persona tool .

Our content pillars will be: [X, Y, Z].

Content pillars should be based on topics your audience needs to know. If your ideal clients are female entrepreneurs, then your content pillars can be: marketing, being a woman in business, remote working, and productivity hacks for entrepreneurs.

Then, determine your omissions.

This marketing plan won’t be focusing on the following areas of improvement: [A, B, C].

5. Define your marketing budget.

Our marketing strategy will use a total of [Y] monthly. This will include anything from freelance collaborations to advertising.

6. Identify your competitors.

Use the following questions to clearly indicate who your competitors are:

  • Which platforms do they use the most?
  • How does their branding differentiate?
  • How do they talk to their audiences?
  • What valuable assets do customers talk about? And if they are receiving any negative feedback, what is it about?

7. Outline your plan's contributors and their responsibilities.

Create responsible parties for each portion of the plan.

Marketing will manage the content plan, implementation, and community interaction to reach the KPIs.

  • Social media manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
  • Content strategist: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
  • Community manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Sales will follow the line of the marketing work while creating and implementing an outreach strategy.

  • Sales strategists: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]
  • Sales executives: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Customer Service will nurture clients’ relationships to ensure that they have what they want. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

Project Managers will track the progress and team communication during the project. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

Get started on your marketing plan.

These marketing plans serve as initial resources to get your content marketing plan started. But, to truly deliver what your audience wants and needs, you'll likely need to test some different ideas out, measure their success, and then refine your goals as you go.

Editor's Note: This post was originally published in April 2019, but was updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure t o learn more about how we use AI.

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  • 7 Marketing Report Examples

7 Marketing Report Examples & Templates

You know that   marketing reporting   is an essential part of your   marketing efforts: it tells you whether your   marketing campaigns   are performing well or whether your   marketing strategy   has to be refined. But you also don't want to spend all your time analyzing your   marketing channels' performance.

That's where a good reporting tool with clear and automated marketing reports comes in.

digital marketing ppc report

See this report example with your own data

Here's everything you need to know about marketing reports, how to create one, and 7 report examples with preset templates you can start using right away. 

  • What is a marketing report?
  • Why do you need a marketing report?
  • How often should you create a marketing report?

How to present your clients' marketing data

  • What marketing report templates should you use?
  • 1. General marketing report example
  • 2. SEO marketing report example
  • 3. PPC marketing report example
  • 4. Social media marketing report example

5. Display advertising campaign marketing report example

  • 6. Ecommerce marketing report example
  • 7. Email marketing report example

What is a   marketing report?

A   marketing report   takes data from your   marketing channels in real-time, visualizes it, and lets you create a custom report that you can send to your marketing team, your clients, or your managers.

Importantly, it lets you quickly and easily stay on top of your   marketing performance   across all your   marketing channels   and tells you where your   digital   marketing efforts   are a success and where they might need to be optimized. 

Why do you need a   marketing report?

As a marketer, you want easy access to data on your   key marketing metrics. A   digital marketing report   gives you just that - all your marketing data, constantly tracked. You can use a Google Analytics report , a social media report , or all of these at once.

You can include   KPIs   from all the top   marketing channels, from   Google Analytics   to   social media,   email marketing  to   paid search, and more! There are so many metrics to choose from, selecting the right ones can sometimes be tricky.

Luckily,   automated  marketing performance   reports   come with preset   KPIs   to get you started and if you decide you want to track different metrics you can do that: they're fully customizable. 

How often should you create a   marketing report?

Usually, we recommend creating   reports on a monthly basis. While creating daily or   weekly marketing reports   can be useful for you, the marketer, your clients may just get overwhelmed by the sheer number of reports and start ignoring them - not what you want.  

Monthly marketing reports   allow you to gather enough data to see how changes have affected marketing results while ensuring that underperforming campaigns don't run for too long. And the best part, is that whether you decide to create a daily, weekly, or   monthly report, with a   reporting tool   such as Dashthis , you only have to create your report once, and your data will automatically be updated daily. 

Giving your clients a clear and concise   marketing dashboard   is essential: it keeps them informed about the   marketing efforts   being undertaken and, importantly, tells them whether they're getting a good return on investment on their marketing spend. 

Here are some tips for creating a good   marketing report:

  • Use visuals   - charts and graphs are much better than a written paragraph of statistics. 
  • Include results upfront   - this is ultimately what clients are interested in and this should be page one of your report. Also include notes and explanations for why things happened the way they did so that your clients have a full understanding of the   marketing campaigns' performance.
  • Don't bury bad results   - instead, include them upfront, explain what happened and what you're going to do about it. Clients will appreciate the honesty.
  • Keep it concise   - if you have a lot of material to cover that's fine but try to keep it short and snappy
  • Use section headers   - this makes it clear what you're talking about and makes your report easier to follow

What   marketing report templates   should you use?

Our monthly marketing report templates are designed to save you time when it comes to   marketing reporting. They're preloaded with the most relevant   KPIs   but they're also fully customizable so you can change them according to your or your client's requirements.

Here are 7 of our most popular   marketing report templates:

1. General marketing   report example

This is a   great all-around template   that will give you an overview of all your   marketing activities. From   content marketing   to   e-commerce   analytics to   search engine   optimization and more, your marketing or   sales team   will have the key data at their fingertips.

Bear in mind that this report is an overview; if you want to dig down into the stats then check out some of the other templates below.

Some   KPIs   we recommend including are:

  • Bounce rate
  • Campaign performance
  • Channel performance by traffic source (website traffic, organic traffic, paid traffic, referral traffic)
  • Conversion rate
  • Goal completions

strategic marketing project report

Use this report with your own data !

2. SEO   marketing   report example

SEO   is a key part of any long-term   digital marketing   strategy. You probably already use Google Analytics dashboards , however, this report will help keep you and your clients in the loop as to how your   SEO   efforts are performing. 

Key   KPIs   you should think about including in your   SEO report   include:

  • Organic sessions
  • Organic conversions
  • Organic landing pages
  • Keyword rankings

strategic marketing project report

3. PPC   marketing   report example

The good thing about PPC is that the return on investment is easy to track. It's also a good strategy for driving conversions - but only if results are monitored and optimized.

Our PPC report   supports   Google   Ads, Facebook Ads, Bing Ads, SEMRush, and more!

A good   PPC   marketing report   will include stats on:

  • Number of leads
  • Clicks and costs
  • Conversions
  • Ad performance

We also recommend organizing your data by channel to get a breakdown of how each one is performing.

PPC report example

4. Social media marketing   report example

There are two aspects to   social media marketing : paid (like Facebook Ads) and organic (content marketing, for example). The most popular social networks you're probably using for campaigns are Facebook, Twitter, Instagram, Youtube and   LinkedIn   and you'll want to include all the ones you're currently using in your report. 

Key   KPIs   that should be in your report are:

  • Demographics of target audience
  • Likes and followers
  • Impressions and reach
  • Top performing posts

As with PPC marketing, the data in the report should be organized by channel.

social media report example

Bring all of your advertising campaigns into one   marketing report   for a complete view of how they're all performing with our   display advertising campaign   marketing report .

Whether you're using Facebook Ads or   Google   AdWords, all of your display ad channels should be in this report. 

Your data should be organized by campaign and you should track the following   KPIs   for each campaign:

  • Click-through rate (CTR)
  • Impressions

display advertising report

6. Ecommerce   marketing   report example

As your products and services evolve and change, so too should your   ecommerce   marketing strategy. Our   ecommerce   marketing report   includes all the main   KPIs   you'll want to track to ensure you're getting the best possible results from your   ecommerce   marketing efforts. 

Ecommerce   marketing involves a number of   marketing channels, from   Google Analytics   to   social media   so there's no shortage of important metrics to track. Some of the key ones you should include in your report are:

  • Transactions
  • Pages per session
  • Average order value

ecommerce report example

7. Email marketing   report example

Email marketing   is a great way to get your products and services in front of people - they go straight into people's inboxes. But you can't just fire out emails and hope for the best.

You've got to track how the campaigns are performing and how changes in content ultimately affect your bottom line.

That's where our   email marketing   report   comes in.

KPIs   your report should include are:

  • Number of emails sent
  • Unique open rate
  • Overall campaign performance

Fundamentally, you want to track how many people opened your email and converted as a result.

email marketing report template

Use this report with your own data

Marketing reports   built for marketers

DashThis has a bunch of other report templates that cover pretty well every aspect of   digital marketing. All of them make reporting on   marketing campaigns   quicker and easier: DashThis fetches the data automatically so you don't have to manually enter data into Word or   Excel   to generate reports for your clients. 

It's also intuitive to use; reports can be created by dragging and dropping the widgets you want to display. Once you're happy with the report, it can be automatically delivered to whoever needs to see it. 

How good is that?

Ready to save some time? Try out DashThis free for 15 days.


DashThis is the power behind thousands of reporting dashboards created by and delivered for agencies and digital marketers every month. 

Try our report templates with your own data today!

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What is Strategic Reporting? Definition, Need, & Best Practices

Published by Paras on February 8, 2022

When you attend leadership meetings, you might face questions like: Where are we on this? What went well this quarter? How much revenue did we make? These questions can throw you off your track and leave you scrambling for numbers from your notes. Keeping all this data at the tip of their hands may be challenging, especially if you manage multiple teams. A strategic report can help you out here.

There may be hundreds of scattered data and reports generated across teams daily in your organization. But all this data, when consumed simultaneously, without context, can be overwhelming and chaotic.

Strategic reporting aims to pick the correct data on a routine basis and streamline this information in a bite-sized/consumable manner. This helps with more extensive decision-making and goal setting.

What is Strategic Reporting?

A strategic report highlights business performance over a certain period – monthly, quarterly, or annually.

Strategic reporting can help:

  • Indicate the current state of your business
  • Aid in goal-setting for the future
  • Make data-backed decisions

strategic marketing project report

Internal Strategic Report Vs. External Strategic Report

You can create a strategic report for internal or external purposes. Internal reports are created for leadership to track progress in a given period and take corrective/future measures. It may include information on mergers, acquisitions, sales, marketing, and financial performance. It helps leadership with decision-making and future goals.

An external report is mostly created by government departments, agencies, public companies, and committees to be more transparent about its functioning and build public trust.

Why Do B2B Businesses Need Strategic Reporting?

A strategic report can help a B2B business in the following ways:

  • Understand progress made across departments: Often, your employees work in silos and need a cohesive platform that puts together all the scattered data. A strategic report can help put together the complete picture of progress made by all departments and help with decision-making. This is especially true for RevOps where sales and marketing teams need to work together to reach their desired revenue goals. Or, Product-led Growth (PLG), where marketing and product teams need to work together.
  • Highlight achievements: Good work often gets unnoticed with an overload of information. Strategic reporting ensures periodic data collection and presentation that ensures that the highs and the lows are highlighted.
  • Spot areas of improvement: Which deals are rotting? Why are some campaigns not bringing in leads, while others do? Strategic reporting helps spot departments and initiatives that are underperforming.
  • Take corrective measures: Once you have identified areas that need improvement, you will also have all the information you need to take remedial measures
  • Spot trends in the industry: A strategic report is not just an internal report. It also highlights market and business trends for each department. This ensures that all the employees are up to speed about industry progress and competition, so you can be in line with industry progress and prepare for the future
  • Get insights on business performance: Collecting information across departments gives insights into the business’s overall health. It gets easier to forecast sales and predict revenue

What Should a Strategic Report Include?

You can create strategic reports before the goal or KPI setting process commences. Without these goals, data is just numbers. So depending on the type of goals your business or your department aims to achieve, the strategic report should carry data corresponding to that.

You can keep an eye on hundreds of metrics when running a business. Sales, marketing, and finance teams all have their list of KPIs. But depending on the goal that the strategic report seeks to address, those relevant metrics can be pulled together to address progress, outcomes, and performance

The structure of your strategic report can vary, depending on the kind of visualization. It can take the shape of a spreadsheet, presentation, or even a printed dossier (in case of an external document).

Once the goals are set, the strategic report may consist of the following broad areas:

  • The objective of the report
  • Methods used to study data
  • Company KPIs
  • Team/Individual KPIs
  • Data charts
  • Appended explanations
  • Areas of improvement
  • Way forward with recommendations

Various software for data collection and analysis can pull together information like sales metrics, marketing metrics, expenses, and other financial declarations. They can also be automated to collect internal survey results and interview transcripts.

Information can also be presented in a consumable manner like pie charts, graphs, and other visual representations that different audiences easily comprehend. You can even have a template that can be implemented for your company – so the format can be replicated across your company without error.

3 Strategic Reporting Examples

1. b2b marketing strategic report.

For instance, in a B2B SaaS business, a marketing manager would ideally track the following metrics for strategic reporting:

  • Conversion rate
  • Traffic to Website
  • Source of leads
  • MQL to SQL conversion rate

Tracking a metric like visitor to lead conversion by source can help the manager identify which source (was it emails, landing pages, web forms?) worked best in the previous quarter. It also gives direction on what new content/change caused this sure in leads, how many signups it resulted in, and how it can be replicated or improved in the future.

A proper attribution software helps you acquire and leverage this data to generate reports and tie campaigns to revenue. Salespanel, for example, helps you generate reports of your B2B campaigns and connect them to your entire customer journey. This means you know which campaigns and channels your leads came from, which touchpoints they engaged with, how many of your visitors converted into leads and how many leads converted into MQLs and then SQLs and ultimately purchased.

2. Real Estate Strategic Report

Say you are a sales manager in the real estate industry and you need to put together a quarterly strategic report for your manager, then some of the metrics that can help highlight your team’s performance include:

  • Cost per lead
  • Average close rate
  • Sold homes per available inventory ratio
  • Average commission per salesperson

You could include:

  • Data visualizations that help you track leads by source.
  • Cost per lead.
  • Commissions per sales agent
  • This gives your leadership a bird’s eye view of the status of all the real estate deals for the quarter.

3. Project Management Strategic Report

This could mean any project handled by any department in your company. This strategic report helps keep track of the progress of projects, monitor deadlines and any overdue.

Essential metrics you can track in this strategic report include:

  • Projects in pipeline
  • Deadlines for the projects
  • Tasks overdue by project
  • Completed tasks

The different views allow you to track a specific project or people on your team, monitor their performance, and always know who you can assign with new tasks or projects. Creating a project management strategic report is one of the key skills, according to project management knowledge areas (PMBOK).

4 Best Practices for Strategic Reporting

1. whiteboard your ideas.

Before you create a full-fledged strategic report, bring in all the relevant leadership and team members too and get suggestions on KPIs – What should be the best metrics that are important for the growth of the business? How can this particular team contribute to that success?

strategic marketing project report

The goals may be relevant to a particular team, or overall business too:

  • Increase net sales by 10% every quarter
  • Reduce lead to customer cycle
  • Reduce bounce rate by 10%
  • Track operational costs

2. Highlight Obstacles

What challenges did your team face and how did they overcome them? For example, your team notices that there are a lot of onboarding abandonments. This has led to a drop in sales by 15%. So your marketing team puts together an email nurture campaign that targets these leads, offering them a discount and encouraging them to view a demo before onboarding. This probably helped your team mitigate the issue.

How they managed to increase sales can be mentioned in the strategic report, which can be replicated across different departments and used for future reference.

3. Suggest a Course of Action

Strategic reporting does not only consist of problem-finding but also includes insights and suggestions on the way forward.

Include recommendations and suggestions on how your strategy for each team can be improved so the organization can reach more goals faster.

The way forward, when clearly stated, simplifies the tasks and responsibilities for different teams. Different teams can start implementing changes right away to course-correct with a clear, immediate goal in mind. Be sure to include:

  • Tools and technology needed
  • Responsibilities

4. Automate Data Collection

Once a particular format has worked for a team or all your teams, set a template that can be replicated for all teams. Ensure that data is collected at regular intervals to fill up these templates so there is no scrambling at the last minute. Automate your data collection by:

  • Creating templates that can be used uniformly across departments
  • Setting up workflows that create reports with all the necessary data
  • Creating dashboards to improve visibility into the collected data

Now that you are aware of what strategic reporting is, best practices, and data collection methods, you can get started with creating strategic reports for your organization.

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What Is Strategic Reporting? Draw Inspiration from 4 Report Examples To Be Inspired By

strategic marketing project report

Table of contents

If you look back at the previous month in your company, what questions come to your mind?

Something like: did we reach our goals? How much progress did we make? Why weren’t the outcomes as good as we expected? Or what did we do well so our results exceeded our expectations?

When you gather the answers to all these questions in one place, a whole picture of your business starts to emerge and it gets easier to create an action plan for the future.

This whole picture can be obtained via strategic reports. The task of writing such reports can sometimes be tedious and it seems like a never-ending process, but it provides you with valuable insight into your performance – without it, you can’t identify pitfalls and strong points of your strategy.

In this article, we’ll tap into the importance of strategic reports, share the best practices and tips for writing them, and introduce some great examples of strategic reports that will inspire you. 

What Is Strategic Reporting?

What companies need a strategic report, when to use strategy reports, what should a strategic report include, how do you write a strategy report, strategic reporting best practices.

  • Strategic Report Examples and Templates


Strategic reporting is a complex process of collecting the data about an organization’s performance and the analysis of this data, typically done by senior management. The purpose of this data analysis is to answer the questions about the company’s performance and progress measured against its goals.

Strategic reports are usually comprehensive and encompass high-level goals and metrics while analyzing the company’s long-term success rather than individual projects. They’re sometimes even shared with the general public (for example, in government agencies).

Many companies use a wide variety of tools and marketing reporting software to create strategic reports, or they consult agencies and individuals who specialize in this area of business.

A typical strategic report includes different types of data, like charts and tables, surveys, reviews, historical data, future projections, etc. All this data contained in a report helps you map out a clear, achievable plan for the future, improve internal communication within your team, optimize processes within your business, and finally, boost your employees’ motivation and productivity so they can reach their full potential at work.

A significant benefit of strategic reporting is that companies can use these reports both for internal and external purposes. We already mentioned government agencies – in their case, strategic reports can be used for public accountability. The same goes for publicly traded companies.

However, internal strategic reports can be even more important for businesses that are looking to become data-driven. They rely heavily on strategic reporting when it comes to business planning because they base all their decisions on the data they collect over time. This can be critical if a company is scaling – without looking back on your strategy and identifying what went well and what didn’t work, you can make further improvements and expect more progress.

A recent Databox’s study about business reporting showed that the majority of companies that reported hitting more than 75% of their goals frequently create comprehensive reports that include various metrics, analyses, results explanations, and next steps and recommendations.

Although some companies use strategic reporting more often than others, it’s still critical for any growing business. Thanks to strategic reports, an organization is able to stay focused on the key drivers of business value and prove its success to upper management or stakeholders when necessary.

Most businesses choose to create strategic reports monthly, quarterly, or annually. It’s usually unnecessary to create these reports daily or weekly, but you can collect enough data to work with in a month.

Why? Because, when setting your organizational goals, both high-level and low-level, they’re usually long term. Although it’s true that you need to review and update your goals and KPIs from time to time, there needs to be a time period long enough for you to be able to gather and analyze relevant data. When you create a monthly strategic report, you get to see a broader picture of your performance, but you can still dig out the data for a specific day if it’s necessary. 

What’s even more important than frequency in strategic reporting is consistency : they’re a valuable source of insight, especially if you’re implementing a new campaign or tactics, and reporting consistently on your results will provide you with the most accurate data.

Strategic reports should encompass these key areas: goals, performance, issues, and solutions.

As in any other report, you should define your goals first. Everything else – your strategy, most important metrics, how you define success – depends on what you’re looking to achieve.

After you’ve covered the goals, make sure you analyze your performance based on the data you’ve collected using different marketing reporting software . Depending on who you’re reporting to, you may want to explain your methodology as well – if your report is meant for the general public, remember that they may not be familiar with the terminology you’d typically use.

The key sections of your strategy report are the ones focused on issues and possible solutions. In these sections, you’ll present the issues you may have identified in your strategy implementation process, and suggest potential solutions to these issues.

Like with any report, ensure you include text, data visualization for better readability, and any additional documents like surveys or reviews that can illustrate different sections in your report. A well-structured report will be easier to read and follow, so it’s critical to divide your data into logical sections. Although strategic reports are quite extensive, make sure you keep your focus on the most important KPIs to avoid confusion and getting into too many unnecessary details.

So, with all this in mind, your strategy report should overall include the following:

  • Your mission statement
  • Your vision statement
  • Methodology/tools explained
  • Overall company goals
  • Your KPIs and most important metrics
  • Data visualizations
  • Data explanations
  • List of issues that need fixing
  • Recommendations and possible fixes
  • Conclusion/summary
  • Additional documents

PRO TIP: How Well Are Your Marketing KPIs Performing?

Like most marketers and marketing managers, you want to know how your efforts are translating into results each month. How is your website performing? How well are you converting traffic into leads and customers? Which marketing channels are performing best? How does organic search compare to paid campaigns and to previous months? You might have to scramble to put all of this together in a single report, but now you can have it all at your fingertips in a single Databox dashboard.

Our Monthly Marketing Performance Dashboard includes data from Google Analytics 4 and HubSpot Marketing with key performance metrics like:

  • Website sessions, new users, and new leads. Basic engagement data from your website. How much traffic? How many new visitors? How many lead conversions?
  • Lead generation vs goal. Did you reach your goal for lead conversion for the month, quarter, or year? If not, by how much did you miss?  
  • Overall marketing performance . A summary list of the main KPIs for your website: sessions, contacts, leads, customers, bounce rate, avg. session duration, pages/session, and pageviews.
  • Email response . Overall, how effective were your email campaigns, measured by email opens?
  • Blog post traffic . How much traffic did your blog attract during a certain period?
  • New contacts by source. Which sources drove the highest number of new contacts 
  • Visits and contacts by source. How did your sources compare by both sessions and new contacts in a certain period of time?

Now you can benefit from the experience of our Google Analytics and HubSpot Marketing experts, who have put together a plug-and-play Databox template that contains all the essential metrics for monitoring and analyzing your website traffic and its sources, lead generation, and more. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!


You can easily set it up in just a few clicks – no coding required.

To set up the dashboard, follow these 3 simple steps:

Step 1: Get the template 

Step 2: Connect your HubSpot and Google Analytics 4 accounts with Databox. 

Step 3: Watch your dashboard populate in seconds.

Strategy reports are comprehensive documents, so it’s important to set aside enough time to write them properly. Follow these five steps to ensure you’ve encompassed all the relevant elements of a good strategic report.

Step 1: Write a Strong Intro

Step 2: define your goals, step 3: define your kpis, step 4: describe obstacles, step 5: suggest solutions.

In the introductory part of your strategic report, you can state your company’s mission and vision. That will help you keep the idea in mind while analyzing the data and establishing whether you’ve reached your goals and made the progress you’ve anticipated.

Also, you should use this section to explain the purpose of the report, introduce your methodology and tools you used to collect the data and analyze it, as well as any hypothesis you may have had before writing the report.

As mentioned, defining your goals comes first. You can include both primary and secondary goals, although strategic reporting on a company level usually focuses on high-level and long-term goals before anything else.

Using the SMART technique will help you define your goals with precision and make them specific, time-bound, measurable, etc. Also, you’ll be able to determine your most relevant KPIs more easily later on.

Presenting and explaining the data you collected about your KPIs comes after you’ve defined your goals. Divide the data into logical sections and represent it in tables, pie charts, and graphs to make it digestible.

For better insight, compare your current performance to last month’s or last year’s. You can also include a brief analysis of the market and, if applicable, a short comparison to your primary competitors’ performance.

Your strategy will probably excel in some areas, while some won’t generate the results you desired. A good strategic report will point out these issues and offer solutions.

This section of the report should highlight the obstacles you encountered while implementing the strategy. For example, you need to find out at what point your sales dropped and why, when your bounce rate increased, or what landing page didn’t manage to convert as much as you expected. This can also have a significant impact on your sales manager goals , and they might require adjusting when there are large drops in certain metrics.

Why did these things occur? Maybe you have a target group that’s too broad or used the wrong marketing channels to promote your content, didn’t assign your secondary KPIs to specific individuals within teams or tracked too many irrelevant metrics , etc. Anything you identify as an issue will help you make improvements in the future and drive better results.

When you’ve listed the issues that need fixing, it’s time to move on to solutions.

The final section of your strategic report should include recommendations and suggestions on how your strategy can be improved so the organization can reach more goals faster.

While creating an action plan to solve the problems you identified, make sure this plan is clearly defined and everyone involved is familiar with all the steps and elements: deadlines, project goals, tools, methods, who’s responsible for what, etc.

Your business will discover the most efficient way to do strategic reporting and get helpful and valuable data from it. However, there are some universal tips anyone can follow to make their strategic reports even more effective.

Here’s what experts recommend as best practices when it comes to strategic reporting.

Brainstorm with Your Team to Identify Priorities

Make a selection of your goals to define success criteria, have a clear process in place, let your report tell a story, stay balanced, use templates to save time.

Before writing the report, meet with your team to assess your current high-value goals. In this meeting, you can list all the company’s existing goals and determine whether something has changed since the last time you talked about your objectives. If not, try to rank your goals according to their value for your business.

For example, creating an outstanding customer experience for your audience may have more value to you than raising brand awareness at the moment.

After you’ve ranked your goals based on their value for the company, you can now pick the top five goals and define how you will know if you’ve been successful at reaching them.

Make sure you’ve chosen goals from all your departments to create a better overall picture of your business.

Have your management and data experts work together for the best possible visualization of your strategy.

To make the most out of strategic reporting, you should have a clear process in place.

Every team member should know what their responsibilities are and what deadlines they need to follow. Assign a goal (or multiple ones) to each individual and inform them of who they need to report to. Explain how often everyone will create reports, structure their dashboards, and track their progress.

Our recommendation is to use a project management tool to keep track of everyone’s tasks in one place.

A report doesn’t need to be a bunch of numbers and pure facts. Actually, strategic reports are usually more readable and understandable when you use them to tell a story about your business .

There’s something called narrative reporting, and it’s used to do just this: create a meaningful picture around your data and tell a story about how your business is functioning and progressing towards its goals, how it’s positioned in the market, and what its future prospects are.

Regardless of the reader’s background, narrative reports enhanced with data visualization are more convincing and effective than presenting your findings in a disconnected manner.

Balance is the answer to many questions regarding strategic reports.

First of all, there isn’t a universal ideal length of a strategic report, especially given that they can be created monthly, quarterly, or annually. The best practice is to only include what matters: define the most important goals and KPIs, identify the key problems in the strategy, and offer a few strong solutions. A straight-to-the-point report is more effective than a 50-page-long report where you easily get lost in too many details.

Balance is also important in your presentations of issues and opportunities. Never hide unsatisfactory results, but don’t forget to highlight the opportunities, campaigns that performed better than expected, etc.

Finally, make sure you balance between presenting the last month’s or quarter’s results and planning for the future. Looking back will help you identify errors and tactics that worked well, but the future is where you’re going to live and run your business or department. Therefore, focus on identifying upcoming trends that you can take advantage of and risks that you can prepare to mitigate.

Whether you’re creating strategic reports monthly or quarterly, it can be a daunting process that will certainly take up hours, if not days. But there are ways to automate some parts of this process and save your time and energy every time you need to write a report.

Enter report templates.

Choosing the right reporting tools and using dashboard templates will allow you to devote more time to the actual data analysis and creating strategies on how to improve your results. You will also spend less time completing repetitive tasks and importing data manually into your report.

Strategic Report Examples & Templates

An example illustrates a point better than any explanation. That’s why we prepared this list of strategic report examples and templates to help spark inspiration. Feel free to use them in your strategic reporting.

Sales Manager KPIs Dashboard

Marketing kpi dashboard, project management kpi dashboard, financial reporting dashboard.

A sales manager has many sales reports on their plate, but they can easily monitor their team’s activity using this HubSpot KPI Dashboard Template . It includes all the relevant metrics, such as:

  • Average deal size
  • New deals created amount
  • Open (unclosed) deals
  • Deals closed won
  • Deals closed lost
  • Deals closed won amount

This integration helps you answer some important questions about sales processes and determine whether you’re on the right track when it comes to hitting your monthly or quarterly goals. You can see other sales dashboards Databox offers here.

 HubSpot KPI dashboard template

Monitoring your marketing activities is essential for your business. This HubSpot Marketing Website Overview Dashboard allows you to easily track the following metrics:

  • CTA engagement
  • New vs returning sessions
  • Session quality
  • Bounce rate
  • Session-to-contact conversion rate

By using this dashboard, you can find out what sources are the most successful ones when it comes to generating new conversions and if it’s helping you hit your sales goals. Check out all of our marketing dashboard templates here.

HubSpot Marketing Website Overview dashboard

To make sure your projects are on track and reaching their goals, it comes in handy to have a reporting dashboard where you can track completed work, number of issues, resolved issues, etc. That’s exactly what you get with this free Jira Dashboard Template .

The key metrics include:

  • Number of issues by status
  • Completed work by projects
  • Completed work by implementer
  • Issues created
  • Issues resolved

The different views allow you to track a specific project or people on your team, monitor their performance, and always know who you can assign new tasks or projects. Find more project management dashboards here.

Jira Dashboard Template.

If you want to monitor your organization’s financial health and stay on top of any issues that may emerge, you will benefit from using this Quickbooks + HubSpot CRM integration. This free QuickBooks + HubSpot CRM: (Financial Performance) Dashboard Template comes with the metrics listed below:

  • Open deals amount by stage by pipeline
  • Deal amount by stage by create date
  • Gross profit margin
  • Open invoices amount
  • Paid invoices amount
  • Open invoices by customer

With this dashboard, you can effortlessly track how much you’ve got from your paid invoices, keep tabs on your revenue goals for the quarter, monitor your expenses, etc. See more financial dashboard examples here.

QuickBooks + HubSpot CRM: (Financial Performance) Dashboard Template

Strategize Better with Databox

Your reality at the moment is this: strategic reporting is tedious, it takes too long, and you don’t see how it really helps your team do better.

How it can be: strategic report is an enjoyable process of looking back at what you have achieved, celebrating your wins, and learning from your mistakes. It doesn’t take too long since there are parts of the process you can automate. You can clearly see its purpose and it really helps your team generate better results and become even more motivated to reach your overall organizational goals.

The second scenario sounds dreamlike, right? With a marketing dashboard software like Databox, it can become your reality faster than you think.

We can help you make the most out of strategic reporting by building you a customized dashboard that will include all the relevant metrics you need to create a beautiful, streamlined report.

We know that you’re busy and want to spend your time doing the actual work.

We get that. That’s why we want you to leave the daunting tasks to us. In only 24 hours, we’ll set up an ideal dashboard for you and provide guidance on how to track the right metrics and structure your reporting process.

We guarantee you could never ask for more.

Well, actually, maybe more details about this offer. If that’s your case, reach out today and schedule a call to learn how you can get started.

Get practical strategies that drive consistent growth

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Marketing Reporting: Types, Best Practices, & Examples

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Nandini Sharma

Marketing Reporting- Types, Best Practices, and Examples

The marketing world is dynamic and ever-changing, especially when trends, technology, and tactics are never stagnant. That’s why your business must stay up to date with new developments in the industry – because the last thing you want is to fall behind your competitors.

So how do you keep up with these changing times?

A great way to remain proficient and keep up with the latest marketing trends is to keep an eye on marketing reporting. Whether you’re a focused SEO business, content marketer, social media marketer, video marketer, email marketer, or a lead generation, advertising, marketing technology, or sales, we’ve collected a plethora of reports to help you connect with your customers, reach your target audience, and boost conversions.

Table of Contents

What is marketing reporting?

Why does marketing reporting matter, tracking the journey of customers, aligning marketing and sales team, measuring and proving your efforts, 1. general marketing report, 2. seo marketing report, 3. email marketing reports, 4. content marketing reports, 5. campaign reports, reporting period, 1. know your audience, 2. work backward, 3. set smart goals, 4. keep a relentless focus on roi, 1. ppc marketing report, 2. social media marketing report, how will proofhub help you as your marketing reporting software, what do marketing reports provide, what are the tools used in reporting, what metrics should be included in a marketing report.

Marketing reports gather and analyze marketing metrics to notify future marketing decisions, strategies, and performance. Marketing reports reveal meaningful, actionable data that helps you draw essential conclusions and meet organizational goals. The reports vary depending on what information you are reviewing and the purpose of each report. They can determine where your traffic and leads are coming from, what content they interacted with, when they converted, and how long it took them to become users.

In short, marketing reporting is a precious process if used and implemented correctly. In the next section, we’ll learn why marketing reporting matters.

A marketing report will help you make a firm decision. According to research, 75% of teams use marketing reports for their campaigns. A marketing report is simple; however, it is how you will use the data to decide or draw a conclusion. Once you determine the goal of your marketing report, you’ll have a better idea of what reports to run and how to use said data. 

Marketing reports are valuable because they can inform decisions made by various people across the organization. Whether you’re delivering a marketing report to the team lead, department manager, or CEO, your marketing report is tailored to whoever may be reading and using it. 

Marketing reports can save you a lot of time. Here are some of the reasons that uphold why marketing reports matter. Whether you create a recurring reminder on your calendar or set your reports to run, schedule your marketing reports ahead of time automatically. Marketing reports will take the guesswork out of your reports and send them to the relevant audiences. 

To succeed in a dynamic marketplace, companies need to know which campaigns are striking the right chord and which aren’t. Marketing reports are an effective way to get clarity on campaign performance.

Here are some of the key benefits marketing report:

As a marketer, one thing you need the most is the prospective customers and when they will purchase your products and services. A marketing report gives you exactly that. Once you’ve all the details, you can offer your customers exactly what they want.

Did you know that the off-balance between sales and marketing departments costs businesses more than a trillion dollars annually? That’s like $1 trillion (yes, 12 zeros)!

Data must flow across the entire organization so the teams can do what’s needed to reach the goals. And this can be achieved with marketing reports. The marketing team can look into the marketing report, find things that are not going well with the target audience, make changes to their strategy, and bring sales on track. 

Marketing reports show the worth of your efforts. It can display your campaigns, generate leads, bring revenue, and turn your prospects into customers. It will tell you what’s working, what isn’t, and what needs to be improved. Without marketing reports, companies are like flying blind, and they’ll probably end up getting hit by something they didn’t see coming. 

Different types of marketing reports

For effective tracking of digital marketing activities, there are reports that you can run to dig into your marketing efforts. We’ve pulled together these five marketing reports examples for you to get started. 

There are many marketing reports, and all come with a unique purpose. Breaking down the marketing activities into reports makes reviewing and taking an in-depth look at each strategy easier. Marketing reports refer to standard-set Key Performance Indicators to track progress within a period. 

A marketing reports will generally have the following:

The general marketing report provides the big picture, showing an overview of all marketing activities. One of the main inclusions in a general marketing report is digital marketing ROI. General reports may also include the volume of leads, origin, the best-performing campaign or funnel, and the cost of each charge. It may also include information about conversion rates. The conversion rate measures how visitors perform a valuable action. It overviews all your marketing efforts – from content marketing to e-commerce analytics. 

SEO typically handles SEO and PPC performance. The report monitors organic and paid traffic, ranking positions and factors in the SERPs, overall keyword strategy, and PPC click and cost performance. It aims to consider how well the business is doing, what is helping it, and what could be improved. This report allows you, your team, and your clients in the loop as to how your SEO efforts are performing.

Email marketing reports enable you to monitor whether campaigns reach your audience and fulfill their engagement goals. Marketers will also use tools like Mailchimp to track campaigns automatically when going over email reports. The reports also include how many emails are landing in the recipient’s inbox, the open rate, and the reply rate. 

These reports assess your digital content performance in terms of engagement and brand awareness and tend to track different channels, such as video, podcast, and blog performance. Some important metrics to track include how many people visit your page, how long they stay on the page, and how many likes, shares, and comments every post receives. This information is valuable as it allows marketing teams to understand what their audience likes and therefore create future content that is similar in style. 

Stakeholders often want to see a report once the marketing campaign has ended. Perhaps your teams did a ThanksGiving campaign that consisted of the following:

  • Newsletters to existing customers
  • Advertisements on social media
  • Display ads through the google display network
  • Affiliate Marketing

You can find KPIs, goals runtime, and budget in this initial plan. Then, compare the plan with the results of the campaign. 

Break the old norms of managing reports with all-in-one project management tools like ProofHub .

How to create a marketing report

If you want to create a marketing report that your stakeholders, clients, and CEOs want to read, consider including the things below. 

What is your marketing report analyzing? Whether you are running a report on campaign performance, quarterly blog performance, or monthly leads, make sure to title your report, so the intent is always clear. This becomes important when you’re sharing your report with people outside of marketing. 

Your marketing report should reflect a certain time period. This period can be from a few days, months, or even years. Analyzing your data within a time period will allow you to compare performance to past periods. 

The report summary should reflect the key points of the report, including your accomplishments, losses, and goals for the next reporting period. It is basically the TL;DR (too long, didn’t read) of the report. 

Marketing reporting best practices

Marketing reports can take up a lot of your time. Here are some best practices to help you work in a smarter way. 

The first marketing reports question that you need to ask yourself is, “Who is this report for?” A report that is just for you and your team will cover all the nuances rather than a report that you’ll be presenting to your executive team. It is for your purposes to assess their effectiveness and inform your future decisions. 

How many times was your post shared on Twitter, or what your email open rates were like that might be considered important and differ from the business? This type of information will be too granular for executives who want to see the big picture. 

While assembling the report, it can be helpful to start with your company’s objectives and work backward to ensure you’re covering all the key metrics to show the value you’re contributing to the organization. 

How many customers are required to meet the revenue target? How many MQLs need to be generated to reach that number of conversions? And so on ..

In this way, you can work through all the stages of the buyer’s journey – awareness, consideration, and decision, that will help you to show customers are moving through the journey. For example, a key metric that demonstrates awareness would be your monthly website traffic, which can be broken down to show you which marketing channels are most effective.

It is a good idea to narrow down the crucial KPIs and focus on them to tell a story and show how well you’re progressing.

So if you’ve decided which KPIs to measure your success, that’s fantastic – but it isn’t the end. Once you’ve got your data, the next step is to create SMART goals based on that data. What’s working? What isn’t working, and how can you build on that success? 

For example, suppose your paid strategy isn’t quite generating web traffic. In that case, a goal might be to direct your budget from low-performing to high-performing keywords to get more visibility. 

These goals should then be addressed in the following report – where were they achieved or not? This helps you track your progress and focus on your strategy. 

According to a report, just over 75% of marketers report on how their campaigns directly influence revenue, but only 35% said that understanding the ROI of their campaigns was extremely important. 

Not only does it prove marketing’s value to the organization, but it also serves as another metric to help you refine your strategy. For example, how much time are you spending on social media, only to find those efforts are not generating high-quality leads? In that case, you might want to redirect your efforts to those channels where you can focus on ROI.

Marketing Reports Examples

Marketing reports are designed with most relevant KPIs and they are fully customizable so that you can change them according to your or your client’s requirements. 

A pay-per-click marketing report is a detailed snapshot of all your paid advertising and promotion activities for platforms like Google, Instagram, Twitter, Linkedin, Facebook, and YouTube. A PPC marketing report will include stats on:

  • Clicks and cost per click
  • Ad performance by platform
  • Conversion rates for all platforms
  • Number of leads 

The two aspects to social media marketing paid (Facebook Ads) and organic (content marketing). Among them the most popular social networks are Facebook, Twitter, Instagram, Youtube and LinkedIn. Key KPIs that should be in your report:

  • Likes and followers
  • Impressions and reach 
  • Demographics of target audience
  • Top performing posts 

Marketing reports need to be crafted keeping a specific purpose in mind. Using dedicated marketing project management software like ProofHub helps marketers generate reports quickly. Teams can manage tasks, execute marketing strategies, communicate with team members and clients , and create deliverables on time. 

With ProofHub , you can get your team to run daily functions smoothly and jumpstart projects effectively. You could also use request forms to track work requests and support queries. 

You get to assign tasks, share essential details, prioritize tasks, and capture every aspect of the project in one place with the help of ProofHub’s table view.

With Gantt charts , teams can effectively plan projects and visualize the outcomes. Gantt charts are a great way to adjust to any new developments or changes in the project. 

Kanban board users can divide their tasks into workflow stages, an excellent way for teams to self-manage projects. 

Teams can communicate with each other and external partners with the help of ProofHub’s individual and group chat options. Lastly, the online proofing tool is a boon for all users as it saves time and eliminates errors of all sorts. With markup tools, users can give feedback for specific areas as well.

Also read: How ProofHub’s Marketing Team Uses ProofHub

Take your marketing campaigns from inception to execution successfully with ProofHub. Start your free trial . 

Misfortunes always come to those who are unaware about the changes occurring in the marketing reporting. The key to stay abreast of the marketing niche is to know all about the marketing reports and this article does exactly that. 

Marketing reporting is an important part of the marketing efforts and the growth of your business. Start with these marketing reporting examples today and expand your reporting as you begin to utilize more data. 

A marketing report provides an analysis of all the data gathered from a particular marketing strategy or campaign and makes recommendations regarding potential future campaigns.

Marketers save their time by using marketing reports like Google Analytics, Campaign Monitor, DashThis, Klipfolio Inc, Zoho Corporation, among others.

Marketing metrics like traffic and engagement rates, sales, expenditures, and revenue should be included in a marketing report.

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Advance Strategic Marketing: project report of Nayatel.

Customer analysis, competitor analysis, marketsubmarket analysis, environmental analysis, internal analysis, g e history, g e dedication, value chain analysis.

Page 1: Advance Strategic Marketing: project report of Nayatel.

Project Report

Submitted to:

Sir Arif Vaseer

Group Members:

Umer Abbasi MM123105

Kamran Ghaffar MM123008

Farah Fayyaz MM123076

Lubna Zia MM123082

Ms Management Sciences

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“In the name of ALLAH, The Most Merciful, the Most Kind”


We thankful to ALMIGHTY ALLAH, the benevolent and the most merciful whose name is a

source of courage and whose remembrance provides me energies to complete all the tasks

assigned to us. May ALLAH show His bounties and mercies upon the Holy PROPHET

HAZRAT MUHAMMAD S.A.W and his progeny who guided the making to the righteous

We are grateful to our course instructor Mr. Prof Arif Vaseer for his guidance, support help &


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3 | P a g e

We dedicated this report to our parents. Without their patience, understanding, support and most

of all love, the completion of that work would not have been possible.

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4 | P a g e

Table of Contents

History ........................................................................................................................................................... 5

Customer Analysis ......................................................................................................................................... 8

Competitor Analysis .................................................................................................................................... 10

Market/submarket Analysis ........................................................................................................................ 13

Key success factors ..................................................................................................................................... 20

Porter Five Forces ....................................................................................................................................... 20

Environmental analysis ............................................................................................................................... 24

Internal Analysis .......................................................................................................................................... 29

NayaTel (Pvt) ............................................................................................................................................... 29

Value chain analysis .................................................................................................................................... 40

Strategy Development ................................................................................................................................ 43

Recommendations ...................................................................................................................................... 44

References .................................................................................................................................................. 45

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The Internet in Pakistan has been available since the early 1990s. According to the International

Telecommunications Union there were 133,900 Internet users in 2000 or just 0.1% of the 164

million people in Pakistan. By 2006 use had grown to 12 million users or 7.2% of the population.

Telecommunications being one of the fastest growing industries in the country, by 2011 the

usage has grown up to 31 million users or 17.6% of the total population.

The state-owned Pakistan Telecommunication Company Ltd (PTCL) started offering access via

the nationwide local call network in 1995. The country has been pursuing an aggressive IT

policy, aimed at boosting Pakistan‟s drive for economic modernization and creating an

exportable software industry. Pakistan had almost 128 ISPs in 2007, with customers concentrated

in the areas of Islamabad, Karachi, and Lahore. Recently, PTCL has started offering free dial-up

Internet service to all its landline subscribers. Broadband access is now available in the major

cities, wireless broadband Internet has been introduced by the Wireless local loop (WLL)

networks in many major cities, and Worldwide Interoperability for Microwave

Access (WiMAX) networks are being deployed. Fiber to the User (FTTU) triple-services is

being offered by NayaTel in the capital city of Islamabad. In 2008, the Pakistan

Telecommunication Authority (PTA) reported over 22 million Internet users. Most Pakistani

companies, educational institutes, and government departments maintain web sites, which has

further increased the demand for Internet access.

An increasing number of Pakistani users are adopting internet social networking. According to a

report in 2012, there were over 6 million Pakistanis using Facebook, listing the country as having

the 26th largest Facebook population. The advancements in telecommunication technologies

have brought tremendous revolution in the conventional mechanism of information accessibility.

Broadband has been one of the most penetrative and fastest growing phenomenons for

information dissemination in recent times around the world. Latest wireless technologies like

Wi-Fi, WiMAX and EvDO, are catching up fast with the conventional wire line methods such as

DSL and HFC primarily because they provide a competitive alternative to broadband wire line

technologies in geographies that don't qualify for loop access. The inherent nature of wireless

doesn't require wires or lines to accommodate the data/voice/video pipeline and can carry

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6 | P a g e

information across geographical areas that are prohibitive in terms of distance, cost, access, or

Wireless technologies are no doubt emerging as excellent solutions for connecting distant and

underserved areas. According to latest available statistics from Point Topic, there are 429.2

million broadband subscribers in the world as of March 2009 in comparison with 367.7 million

in March 2008 which is a net addition of 61.5 Million subscribers with annual growth of 17%.

A leading example of such trend is Pakistan where WiMAX has shown unprecedented growth in

a short span of time (24.15 million) and South Korea (15.7 million). As highlighted in Figure

shown below regional broadband trends reveal that Western Europe has the highest share of

subscribers with 25.18% followed closely by South and East Asia which stands at 23.07%.South

East Asia is considered as most populous region of the world and at the same time according to

Point Topic analysis, has the highest potential for future broadband growth as it has a major

portion of population still not approached by the Broadband Stakeholders. It is estimated by

Point Topic that global broadband subscribers will reach up to 695 million by the end of year

2013. Global leaders in the broadband market include China (88.08 million), USA (83.37

million), and Japan (30.63 million).

Broadband Providers:

The largest broadband providers are PTCL, LINKdotNET, and Wateen. Smaller DSL providers

are Micro Net, NayaTel, Maxcom, Multi Net, World Call, Cyber Net, Gerry's Net, and

fiber2home, Witribe, Brain Net, SkyNet and Comsats.

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World Broadband Subscribers Share by Technology (Till March 2009)

World Broadband - Regional Subscribers Share (%) (Till March 2009)

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Customer Analysis

Broadband services in Pakistan have penetrated well in urban areas, still the growth rate is yet to

see the enormousness – and the main reason is the inaccessibility of broadband services in rural

areas. Due to limited investments, broadband service providers are mainly limited to the major

cities of the country. Even in larger cities, the quality of service for internet service providers

remains a question mark. This is mainly due to old copper media for landline connections which

prevents reliable service available for home-users who are 1,500 meters or farer from the

telephone exchange he/she is getting services. This constraint compelled investors to bring

wireless broadband services such as WiMAX and EvDO which started a fierce competition

between fixed vs. wireless broadband operators. Resultantly, coverage, quality of service,

marketing and tariffs were positively affected and industry statistics got a new boost as more

subscribers started to join the broadband clan. The growing trend of wireless uptake by the

general public will shun the dependency on fixed line parameters.

Subscriber Status:

There are currently 1,140,781 broadband subscribers in Pakistan as compared to 643,892 at the

end of December, 2009 showing a 77% growth over the last calendar year. Despite the fact that

growth rate lowered in year 2010 as compared to previous year, still, it must be noted that the

number of net additions this year (496,889) are more than that of last year (376,712).Currently,

broadband penetration of the country stands at 0.66% at the end of December, 2010 which was

0.39% in December 2009, depicting almost 69% growth in just one year. It is also a fact that

Broadband is still an emerging phenomenon with inherent constraints associated with it like lack

of connectivity to rural areas, low literacy rate, lack of local content and applications etc.,

therefore, it will take some time for the penetration level to reach the high mark.

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Competitor Analysis

Major Broadband Players:

PTCL, Wateen, World Call and Wi-tribe are the biggest broadband operators of Pakistan having

a combined share of over 90 percent. PTCL holds 55% market share having 626,748 subscribers

with both its DSL and EvDO services topping in their respective broadband technology charts.

PTCL has added the highest number of new broadband subscribers as well i.e. 294,481 showing

89% growth rate in the previous year. Wateen, out of the 232,541 subscribers, added 81,526

subscribers in the previous year with a 54% growth rate which is much lesser than its direct

competitor PTCL. With 125% growth rate during calendar year 2010 and 122,813 subscribers,

World Call has been the standout operator in terms of growth rate whereas it added 68,128 new

subscribers as well. Wi-Tribe follows World Call closely in terms of growth rate as it added

40,064 new subscribers depicting 118% growth during the last calendar year. Link Dot Net stays

at the fifth spot with 36,391 subscribers up 28% from December 2009.

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Technology Wise Broadband Market Share:

Broadband market of Pakistan is a true amalgamation of latest fixed and wireless technologies

from around the world. Ranging from primitive fixed line technologies like Cable TV, FTTH and

DSL to latest wireless technologies like WiMAX and EvDO, the nation has a variety of options

when selecting a suitable broadband package. Figures show a historical view of Pakistan‟s

broadband technology evolution over the years. DSL ruled the broadband market of Pakistan

since 2007 due to an established fixed line infrastructure by the incumbent, PTCL.HFC and

WiMAX broke the monopoly of DSL by getting a combined chunk of almost 37% in the market

in 2007-08. The scenario changed again when WiMAX truly established itself as a viable

wireless broadband solution and EvDO made a promising start in the market however, HFC

declined sharply due to introduction of new technologies. Currently, there exists a fierce

competition between fixed and wireless technologies as EvDO and WiMAX are collectively

increasing their market share over DSL and other fixed line services.

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Market/submarket Analysis

Broadband in Pakistan:

Global leaders in the broadband market include China (88.08 million), USA (83.37 million),

Japan (30.63 million), Germany. Internet had been available in Pakistan for over a decade now

mainly through dial up connections. With better awareness of keeping one's self “informed” of

the happenings around the world, demand for speed and bandwidth kept on increasing day by

day. Broadband made its entry in Pakistan during early 2000, followed by National Broadband

Policy in 2004. PTA under its role of a regulator has been facilitating broadband entrant by

devising 'lenient' license terms and conditions giving freedom to the operator in terms of

selecting appropriate business model, technological choices and easy roll out plans. As a result,

one could observe a rich market place both in terms of wired and wireless broadband

technologies in Pakistan. These technologies are competing hard with each other to attain better

market share. Though in parallel with global trends DSL and Cable modem capture a prevailing

market share. However, the recent growing trend of shifting to wireless solutions is paving way

for a new dimension which will help in declining the dependency on wire line infrastructure.

Analysts and telecom experts foresee that this healthy competition not only provides the

operators with freedom of choice in terms of technology dependence but will also ultimately

benefit the end users by bringing down the tariffs and improving the quality of broadband

services in Pakistan. Cost of service has been the biggest barrier to the growth of broadband

service in Pakistan. With only a few broadband service providers in the country, competition

level was low and tariffs were high. As PTA opened the arena for new entrants, market focus

suddenly shifted to new technologies and lower tariffs. Once a forgotten entity, Pakistan

suddenly rose to top 5 countries in the world in terms of subscriber growth during 2007-081.

PTA as a regulator is ensuring that this upward trend of growth continues by injecting positive

reforms into the industry on periodic basis. Formation of Broadband Stakeholder Group (BSG)

and active involvement in broadband policy review has strengthened the market. PTA also being

a member of Universal Service Fund (USF) board is working closely with USF authorities to

devise revolutionary projects for broadband development especially in rural areas. Board of

Directors of USF, in the 13th Board Meeting, held on August 28, 2008, gave the approval to

launch the programme 'Broadband in un-served urban areas of Pakistan'. Billions of rupees have

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been allocated for this particular programme which shall cover 6 telecom regions divided into

two phases. Telecom regions of Faisalabad (pilot project), Hazara, Multan, and Gujranwala,

Central and Southern areas shall be provided with broadband connectivity for which PTCL,

Wateen and World call have been awarded contracts for provision of broadband in these remote

areas. USF projects also include establishment of Educational and Community broadband centers

in the project areas.

Broadband growth:

Pakistan has been experiencing astounding proliferation of broadband in the past two years.

Broadband subscriber base grew by 146% adding 245,727 subscribers during 2008-09. There are

currently 413,809 broadband subscribers in Pakistan as compared to 168,082 in June, 2008.

PTCL, Wateen and World Call are major players in the Broadband market of Pakistan having a

combined share of over 79%. PTCL leads the race by adding almost 148,000 DSL subscribers

showing 248% growth rate in the previous year. Although Wateen added 46,804 subscribers in

the previous year, its growth rate is almost similar to PTCL which proves the success of wireless

broadband technologies.

Broadband Subscribers (June - 2009):

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This growth trend depicts the fierce competition among the DSL and wireless technologies

which is a healthy sign for broadband proliferation in the country. With the expansion of fixed

line and wireless technologies, it is believed that the broadband penetration levels of Pakistan

will increase over time as well. An estimate by Business Monitor International reveals that

Pakistan's broadband Subscribers will reach up to 21 million by end of 2013.

Broadband Penetration:

Broadband is still an emerging technology rather than an established industry in Pakistan,

therefore, its penetration level is very low. Currently, Pakistan stands at only 0.26 % in terms of

broadband penetration. It may seem a negligible number but it is encouraging to see that the

broadband adoption rate is rising exponentially. The reasons for low penetration include the

focus of operators on big cities rather than rural areas, low literacy rate, lack of local content and

applications and deteriorating standards of fixed line parameters. PTCL owns the biggest

broadband coverage area with DSL available in more than 167 cities. Resultantly, PTCL has the

highest share in broadband market.

It is imperative from this example of PTCL that broadband penetration is directly related to the

network expansion of broadband operators, the more the coverage, the higher the penetration

level. Broadband companies are investing heavily in product marketing and promotional

campaigns to attract more customers. Broadband connection charges for 1Mbps connection

dropped below Rs. 1000/- for the first time in history which is a great incentive for new

customers. Mobilink has also started broadband services via its brand “Mobilink Infinity” in

Karachi which has been an instant hit in the city. Emerging companies like Wi-Tribe are even

offering free trial periods of up to seven days to catch the attention of potential customers.

Intense competition in the market is also compelling the companies to broaden their scale of

advertisement in print and electronic media and improve quality of service. Another benefit of

this competition has been the reduction of Customer Premises Equipment (CPE) charges which

shall be a huge factor in wireless broadband proliferation in Pakistan.

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Broadband technologies in Pakistan:

Pakistan has been a lucrative market for broadband service providers owing to the huge potential

it offers especially in the wireless broadband market. Figure below shows a profound view of

broadband technology evolution of Pakistan over the years. DSL ruled the broadband market of

Pakistan since 2007 due to an established fixed line infrastructure by incumbent, PTCL.

Broadband Subscribers Share by Technology in Pakistan:

HFC and WiMAX broke the monopoly of DSL by getting a combined chunk of almost 37% in

the market in 2007- 08. The scenario changed again this year when WiMAX truly established

itself as a viable wireless broadband solution and EvDO made a promising start in the market

however, HFC has declined sharply due to introduction of new technologies. Detail of broadband

technologies in Pakistan along with major operators is given in ensuing paragraphs:

The main reason for this enormous success rate is due to PTCL's domination in fixed line

service. DSL technology has been offered by PTCL for a long time and more than 76% of DSL

subscribers belong to PTCL. Link dot net and World call are catching up by offering affordable

tariffs and attractive packages.

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Worldwide interoperability for microwave access (WiMAX):

WiMAX is a telecommunications technology that provides wireless transmission of data using a

variety of transmission modes, from point-to-multipoint links to portable and fully mobile

internet access. The technology provides up to 3 Mbit/s broadband speeds without the need for

cables. Pakistan holds the unique honor of having the first commercial roll out of WiMAX based

network in the world by Wateen Telecom (Pvt) Ltd in December, 2007. Since its arrival,

WiMAX technology has taken over the Pakistan market by storm and attracted almost 90,000

subscribers in a short span of time. The no wire broadband solution is a huge incentive for

customers as they can enjoy triple play services (Cable TV, Voice and Data) without having to

deal with three different companies. Mobilink Infinity has also started its service in Karachi

using WiMAX offering voice and broadband solution in October 2008 and already established a

19,349 subscriber base. Most recently, Wi-Tribe has also commenced its services in

Rawalpindi/Islamabad, Lahore and Karachi promoting its product via extensive media campaign

and free trial periods.

Hyber fiber coaxial (HFC):

HFC is a telecommunication technology being utilized mostly by Cable TV providers. It allows

optical fiber cable and coaxial cable to be used in different portions of a network to carry

broadband content, such as video, data and voice. HFC share has been declining over the past

years due to introduction of better technologies like WiMAX, EvDO, FTTx and no significant

competition in the market. HFC holds a 9% share in the broadband market as compared to 25%

in the 2007-08. World call has been major the player in Cable TV with almost 30,000 subscribers

while Wateen also jumped in with its own HFC network and added 6,562 subscribers till June

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Evolution data optimized (EvDO):

EvDO is a telecommunication standard for the wireless transmission of data through radio

signals, typically for broadband Internet access. EvDO is a relatively new technology which is

showing a potential for becoming an instant hit as it has already gained a 5% share in the

broadband market of Pakistan. Since its commencement, EvDO has been met with tremendous

response by the broadband customers as it provides the ultimate facility of “Mobile Broadband”

which means that you can be online anywhere at any time even on the move. World call was the

sole player in this technology providing wireless broadband access to the cities of Karachi,

Lahore, Gujranwala and Sialkot. PTCL also launched its EvDO services in major cities around

the country offering data rates up to 3.1Mbps. PTCL also guarantees an automatic switch over to

its CDMA 1x network in case a subscriber enters a non- EvDO service area, thus keeping the

promise of “always online” connection. With two big giants of the telecom industry providing

the same technology solution, a fierce competition is expected which would eventually benefit

the end customer.

Fiber to the home:

FTTH is a broadband technology that uses optical fiber to replace all or part of the usual metal

local loop used for last mile telecommunications. FTTH is a high speed connection capable of

carrying huge IP traffic volumes. NayaTel has been providing Triple play Services (Voice, Data,

and Video) via FTTH technology to customers for a few years now mainly in Islamabad. With

PTCL planning for GPON networks in Islamabad, FTTH is gearing up to become a major entity

in the telecom structure of Pakistan.

Cost of service has been considered as a huge factor in the growth and success of any

technological service. Broadband has not been an exception here and if we look into the past,

primary reason behind a slothful growth in terms of broadband subscribers between 2002-2007

have been high tariffs. Adding more dilemmas to this situation was low-competition which left

the subscribers with no choice but to pay extra if they wanted to enjoy broadband at home or

business. There had been substantial reduction in Broadband cost of service since 2007 onwards,

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after the incumbent jumped into the market followed by commencement of wireless broadband

services by different operators. Therefore, with the introduction of new players in the market and

growing demand of broadband connectivity, tariffs have been declining significantly over the

past two years. DSL operators have been more inclined towards increasing the bandwidth rather

than coming out with low price data limited packages. Although data volumes are unlimited in

most of the packages, price still remains on the higher side which restricts a novice to broadband

technology from “trying it out”. If operators could come up with volume based-low cost

packages, it would serve as an appetizer for new customers. Once they get addicted to the flavor

of an “always on high speed broadband connection”, they will yearn for more and automatically

switch over to relatively high priced packages. Most companies segregate the DSL packages on

basis of connectivity speed and vary the prices accordingly to cater for a more diverse range of

customers. Most popular package of DSL i.e. 1 MB connection with unlimited data volume is

being offered at almost the same price by main competitors like PTCL, Link dot Net, Micronet

and NayaTel.

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Key success factors

Key success factors in internet broadband industry are:

Brand image

Network coverage speed

Price (refers to appropriate pricing based on features)

Broadband quality

Product/service offerings

Porter Five Forces

Michael Porter of the Harvard Business School has identified five basic forces, which together

describe the state of competition in an industry. These forces are

The intensity of rivalry among competitors

The extent to which substitute products present a threat

The threat of new entrants to the market

The bargaining power of the industry‟s suppliers

The bargaining power of the industry‟s buyers.

The centre area shown in diagram represents the rivalry in the industry. On the left are the main

traditional players in the industry, with an indication that there is a large amount of consolidation

occurring between these companies. On the right are the areas in which the market is being

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The intensity of rivalry among competitors:

As in Internet Broad industry, there is competition based on price. If one company can do

something as well as another, and for a cheaper price, then the former will have an advantage

and thus be successful in competition. In Pakistan, there appears to be RS 1000 per month, which

many companies are offering. If we Move to Usage-Based Pricing, many companies are offering

the same deal – access and basic services, and so those that are doing it more cheaply than others

will attract customers. Otherwise, ISPs will have to offer something special to differentiate them

from others. As discussed already, guaranteed quality of service is of great importance where

real-time traffic is concerned.

Although the market is much segmented, there are an enormous number of companies providing

Internet services. An explosion in the number of ISPs over the last few years has meant intense

rivalry within the industry. Because there is such an enormous growth in the customer base, the

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market is still far from saturation. This is an attraction to still more companies wishing to enter

the market.

Threat of Substitute Products:

There is a tremendous attraction for companies other than ISPs to offer Internet access and

services, especially if they know they can enter the market at a high-level. Telco‟s have the

resources and Telecommunications know-how to be successful in this industry. They are also

aware of the threats of not being a part of this industry, and are entering at tremendous rate,

either by acquisition, merging, or simply becoming ISPs. Although many of these new

companies will fail to survive in the long run, those that find a niche market and provide

satisfactory service will always have sufficient customer base to continue.

Bargaining Power of Suppliers:

The suppliers to ISPs are those that own the networks. These tend to be Telco‟s and backbone

providers. Backbone providers generally own what is the absolute backbone of the Internet, and

control routing and switching of traffic. Telco‟s sown the local loop copper pairs, which most

customers use to connect to their ISP, the lines that ISPs lease to connect to the Internet, and

much of the Internet backbone. Large ISPs are often the supplier‟s of capacity to smaller

Because it is impossible for every ISP to build their own entire network, it is necessary that

companies use the existing networks. They have to do this, which gives the suppliers some

power. However, because there are many suppliers offering the same service, this competition

has led to their power being lessened.

Threat of New Entrants:

Due to the nature of the ISP market, the threat of new entrants is reasonably strong. There are

low barriers to entry - all that is needed to become an ISP is a small amount of capital and some

technical know-how. Much of the ISP‟s activity can be outsourced, which can reduce initial

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costs. Regulation in this area is low, meaning that anyone wanting to enter the market can do so

easily. Due to the concept of interconnection, companies need not own any sort of network –

they can use other networks at a price. There have been, and continue to be many new entrants to

the market. In the last 18months, the number of ISPs has leveled off. However, there have been a

tremendous number of mergers and acquisitions within that time, suggesting that for every

merger or acquisition there has been a new entrant. Although many of these new companies will

fail to survive in the long run, those that find a niche market and provide a satisfactory service

will always have sufficient customer base to continue.

Bargaining Power of Buyers:

Although an individual consumer has little or no say about how much an ISP charges, due to the

rivalry within the market, ISP generally have to offer their services at reasonable prices. They

will lose their customer base if they charge more for a service someone else provides more

cheaply. Switching costs are low, and so churn rates are high. Businesses have a little more

bargaining power, particularly if they are a significant client of the ISP. However, if a business‟s

happy with its ISP it is unlikely to change, and because there is essentially no ability to backward

integrate; the customers tend to have little bargaining power.

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Environmental analysis

There are many areas in which the Environment may have an effect. For e.g. ISPs are not

responsible for content on their networks up to a certain point. If a customer stores offensive

material on their web site, the ISP has obligation to know of its existence and to remove it. If

another user complains about this material, then the ISP can remove it without the compliance of

the owner, or it is seen as a publisher of the material, and then becomes responsible.

In Pakistan there is censorship of the Internet, and many users are concerned, and ISPs are

working in conjunction with the regulator (PTA) to try to eliminate some content

PEST (Political, Economic, Sociological and Technological) analysis is a scan of the outside

environment to try to spot changes that might impact upon business. These changes might be

seen as opportunities or threats.

High regulation

Responsibility for content

Access to schools, libraries,

Universal service

Recession: Fewer computers

Less spent by consumers and


Language barrier

Reluctance to accept new/foreign

Demography: age (changing),

Geography: urban/rural


Rapidly changing technologies &

Fuelled by the internet:

Transport, switching, backbone,

Disruptive technologies

Reliance on technology

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In Past regulation of the Internet and associated businesses was low in Pakistan. As the Pakistani

government does not employ a sophisticated blocking system, a limitation which has led to

collateral blocks on entire domains such as Blogspot.com and YouTube.com, it continues to

block websites containing content it considers to be blasphemous, anti-Islamic, or threatening to

internal security. Pakistan has blocked access to websites critical of the government or the

In March 2012, the Pakistan government has taken the unusual step of touting for firms it thinks

could help build it a nationwide content-filtering service capable of blocking up to 50 million

The Pakistan Telecommunications Authority published a request for proposals for the

“deployment and operation of a national level URL Filtering and Blocking System” which would

operate on similar lines to China's Golden Shield, or "Great Firewall"

Academic and research institutions as well as private commercial entities have until 16 March to

submit their proposals, according to the request's detailed 35-point system requirements list. Key

among these is the following: "Each box should be able to handle a block list of up to 50 million

URLs (concurrent unidirectional filtering capacity) with processing delay of not more than 1



In any market, the GDP can be an indicator of the potential uptake of a product or service.

However, a high GDP has not necessarily meant high Internet penetration.

Since telecommunications liberalization (2003 in Pakistan, 1998 in most of Europe), there has

been structural economic change within the sector. There are many new entrants in all involved

markets, and incumbents have begun to lose out to new entrants that have been granted use of the

incumbents „networks.

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A language barrier may be a deterrent to many from the Internet. Although other languages are

now making their place on the Internet, there is still a strong bias towards English, as the Internet

has its origins in the US.

As other languages become commonplace on the Internet, the ISP market will grow in more

countries. The reluctance to accept new and foreign technologies has stunted Internet growth in

some countries with high GDP. For example, Japan is a very wealthy country with an excellent

telecommunications infrastructure, but Internet penetration there has been slow.


Internet technologies are developing and improving at an enormous rate. In a feedback loop of

sorts, new technologies are fuelling new services, which in turn are fuelling new technologies.

Each part of the Internet (backbone pipes, routers, local loop) is becoming faster, temporarily

satisfying customer demand. Although many new technologies have been hailed as the killer

application„(Asynchronous Transfer Mode (ATM), videoconferencing, VoIP), these have not

shown the uptake expected of them. The phenomenon of the Internet could not have been

predicted, and so it would be folly for an ISP to assume that a new technology capable of totally

restructuring the industry may not appear. Such technology would be regarded as disruptive.

Disruptive technologies can be seen as those that initially present package of performance

attributes that, at the outset, are not valued by existing customers. Although the product area may

be established, the disruptive technologies „value proposition is usually very different from that

which was previously available. When launched, they will be targeted towards a whole new (and

non-existing) customer base, one that is happy to pay a lower price and is willing to settle for

lower quality.

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Broadband Internet market shares in Pakistan by 2011:

Wateen (15%)

World Call (10%)

Wi-Tribe (9%)

Qubee (3.1%)

LINKdotNET (2.5%)

Source: (PTA,2011)

Market shares (%) for residential Broadband Internet Markets:

Fixed Wireless

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Internal Analysis

NayaTel (Pvt)

Company Introduction:

NayaTel (Pvt) Ltd. (NTL) is a sister concern of Micronet Broadband (Pvt) Ltd. (MBL), the

company that launched first broadband service in Pakistan in July 2002. Leveraging its rich

expertise and experience of broadband, MBL team conceived the idea of a most modern telecom

network which could take care of ever growing telecommunication needs of customers and have

the capability to cater for bandwidth requirements of next few decades. The idea was

transformed into reality when NTL launched South Asia's first fiber to the home (FTTH)/fiber to

the user (FTTU) network in Islamabad in September 2006. This real triple play project is unique

in its nature as it serves complex networking needs of mission critical businesses yet so simple

that it has become a symbol of prestige for quality conscious home users. Covering over 90%

areas of twin cities of Islamabad and Rawalpindi, Nayatel's network offers ultra broadband

Internet, modern telephony and digital video services to business and home users. Nayatel‟s

FTTH network has transformed Islamabad into one of the most connected and optically wired

cities of the world. In line with traditions of MBL, NayaTel purely focuses on quality and

customer service. In fact, both MBL and NTL have re-written the quality of service parameters

in Pakistani context. As we've been a trend setter in broadband, we've also set new quality

standards totally aligned with customers' expectations and requirements.

Fair and ethical business is hallmark of our corporate strategy. Customers' confidence earned

with hard efforts of last many years is our most prestigious asset and we always go extra mile to

protect this asset. This combination makes NTL as most trusted and reliable telecom service

provider of twin cities. NTL's team has a passion to make Pakistan a prosperous nation using

modern IT enabled and cutting edge technology as tool for development. We strongly believe

that our country and society can become a great contributor to the knowledge based economy of

21st century by leveraging the talent and intellect of young generation. And NayaTel provides an

information super highway for this talent to access global knowledge repositories and business

opportunities, hence contributing towards national development.

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To become a role model of trust, set highest standards of quality and add value to the society.

Focus on Islamabad:

We share a keen interest in the effect of the Internet on the way we communicate, learn, play,

and work. While some principles in life will never change, others are changing at breath-taking

speed. We want to understand this change and be a part of it. We share a desire to bring the best

of this global change to Islamabad, to see to it that communities like the ones that we live in are

not left behind in 21st century of knowledge and technology.

Our heart and home is in Islamabad. Key management of NTL belongs to this city and has a

passion for development of the metropolis. We've been successfully meeting the challenge of

providing essential broadband services through our sister company, Micronet Broadband

throughout Islamabad and Rawalpindi for last many years. Our network brings for residents of

Islamabad a whole new level of telecommunication services, equal to or better than any

advanced and modern city of the world like Tokyo, Seoul, San Francisco etc.

Focus on Facilities:

NTL is a facilities based carrier. That means we build what we sell. The fiber optic cables are

ours. We own them, maintain them and support them.

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Focus on Business:

Business is our bread and butter. Every business gets our top level of service and support. We

know you have choices. We know that service often makes the difference. Let us show you how

much of a difference it can be.

We take pride in our customer support. If you have a problem we have a problem. Our

monitoring systems maintain a watch on all critical resources 24 hours a day with instant SMS

alerts to the on-call engineers if problems arise. Our 24 hour call center will escalate business

trouble calls to an engineer immediately on request. Our engineers have decades of operational

experience in optical fibers, telecom and Internetworking.


We have built utility grade infrastructure. High count fiber optic cables laid in redundant rings,

buried at a depth of 4 to 5 ft underground, with triple protection. On top of this, we've round the

clock monitoring and patrolling of our cable routes to safeguard and protect the network. We've

carrier class points of presence (POPs) with uninterruptible power supplies, generator backup,

top notch Metro Ethernet switches, routers, and optics that are reliable, redundant, secure, and

Dedicated Services:

If you need something special, higher bandwidth, TDM services, service in un served areas, or

any other related services, talk to us about a dedicated link service. We can engineer a custom

service to meet your needs.

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Custom Engineered Services:

If you have a special requirement that hasn't been addressed yet by any service provider, please

give us a call. We love technical challenges and working under tight deadlines. If a solution

exists we can help you find it. You can create your specifications and build your site from the

ground up, fully wired and fiber-ready. NTL now provides businesses access to the fiber ring

around the commercial heart of Islamabad, giving access to lightning-speed fiber technology.

With our market leader DSL services from Micronet Broadband, we've earned the confidence of

thousands of businesses just like yours, and we'll do the same for you.

Existing business portfolio:

Nayatel (Pvt) Ltd. is a facilities based carrier providing converged Triple Play services (Voice,

Video, and Data) on Pakistan's first Fiber-to-the-user (FTTU) network. Nayatel is an innovative

and customer focused company providing a wide range of services and solutions bundled with

best technical and customer support. Nayatel's voice solutions best match the requirements of

rapidly growing businesses by supporting latest business applications in corporate environment.

Besides the main services of Internet, cable TV and telephone, Nayatel also deals in other

services like efax, video conference, audio conference, live TV, IVOD and webhosting. Now we

will discuss them one by one.

For almost all enterprises and even homes, superior-quality, reliable and high-speed Internet

access is not a luxury – it has become a necessity like any utility service, electricity, water, etc.

Nayatel Fiber-To-The-User (FTTU) network brings you astonishingly fast Internet access and

would make the accessing of information from the web as fast as accessing your local PC hard

Nayatel Broadband Internet provides you light speed access to the Internet backbone. It is

amazingly fast, flexible, scalable and reliable. Nothing comes between you and Internet but glass

in which your Internet packets travels at the speed of light, i.e., 300,000 km per second.

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Highlights of Nayatel Broadband Internet include:

Bandwidth Starting at 256 Kbps - 100 Mbps

Volume based and Unlimited Packages

Increased Security

Redundant Inter-nation connectivity

Dedicated Connections and Un-shared Bandwidth

E-mail and Domain Hosting

24-by-7 Network Monitoring

Nayatel fiber optic technology allows your business to meet increased data demands, without

having to invest additional Rupees and resources into hardware and software. You also get the

scalability and flexibility an agile business needs. Get all the advantages of high-speed Internet,

powered by Nayatel fiber optics.

Nayatel cable network originates out of "Dish farms" at our strategically located head-end station

where satellite TV signals are received and processed before transmission through Fiber-to-the-

User (FTTU) network. The network has built in technical collaboration with Scientific Atlanta,

uses the best hardware available from global sources. Nayatel has built a super video head-end

from where signals are distributed over Gigabits Metro Ring to offer best of the breed quality

video services, so far unseen in Pakistan.

Nayatel's Next-Generation-Network (NGN) is new, evolution-oriented; telecommunication

network architecture based on packet transport and dedicated control and service layers. The

objective of NGN is to have a single network for all telecommunication services and provides a

high efficiency and multi-services network. It supports legacy applications of Plain Old

Telephony System (POTS) and also new and enriched applications of future like real time video

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34 | P a g e

telephony, SIP Trunks etc. In terms of quality of service, it provides top notch quality service,

high quality voice, no dropped calls and enhanced voice features.

Audio and Video conferencing:

Nayatel (Pvt.) Ltd. (NTL) a technology oriented service provider offers high tech

videoconferencing facility in Pakistan. NTL's Video Conferencing incorporates features and

functions of larger systems in a portable, high performance set-top unit for all the small, medium,

and large organizations with the option to take service at customer premises and NTL premises.

Nayatel Pvt Ltd is pleased to launch the beta version of its new service; audio conferencing that

enable you to do group discussion over the telephone call. Communication barriers are

eliminated and your concerned ones are at the distance of phone set from you. It ensures

effective communication among the group members whether they are students, employees,

partners or other customers.

4P’s of marketing at NayaTel:

Products Place Price(Rs.) Promotion

Internet/Data Islamabad &

1,199-136,450 Person to person

Cable TV Islamabad &

350-4,900 Person to person

Telephone Islamabad &

Based on Calls Person to person

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Related Business: NayaTel is already in telecom business and has developed technical

and managerial capabilities.

Innovation: Broadband is an innovative addition as far as Pakistani market is concerned.

It is in line with the policy of the company to tap the markets where consumer‟s needs are

not being addressed.

Brand Equity: The Company has an established brand name.

Extensive distribution channels: NayaTel has extensive distribution channels for the

distribution of its new service.

Market oriented: Company‟s comparative advantage lies in already accumulated

knowledge, experience and data in the field.

Financial muscle: NayaTel has sufficient resources to invest in the new project.


Unpredictable market: Pakistani market is very unstable.

Unskilled workforce: Specialized training is required for workforce and management to

cope with new challenges emerging from the introduction of the new service.

Page 36: Advance Strategic Marketing: project report of Nayatel.

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No existing alliances: The Company is making alliances with certain new suppliers for

the equipment etc. which, at present it does not have.

Low initial returns: Return on investment is initially low.

High turnover rates: The Company has not been able to retain good employees for long

term. It would also hamper the ability of the company to handle the launch of new service

successfully if the turnover rate does not come down.


Expansion: The biggest opportunity in the Pakistani market is that there are certain areas

where the services of competitors cannot reach. In those areas there are sufficient people

who need the services the company plans to offer. So, there are sufficient unmet needs in

the market which can be catered through the service.

Growth in the market: The market for information technology /broadband service is

growing with the growth of middle income segment in Pakistan. These customers are

increasingly demanding better services.

Short product life cycle: The Company would have to continually innovate given the

nature of the industry. Face pace of technological developments might render the service

obsolete in few years and it might be replaced by more advanced technology.

Downturn in economy: The downturn in Pakistani economy might have impact on

disposable income of the population which might not be inclined to spend much on the

entertainment activities. General well being of economy always has favorable impact on

all the businesses.

Little potential differentiation: It is expected that other competitors would enter the

market. It might start price war between NayaTel and potential competitors. In that case

there would be very less differentiation NayaTel would be able to offer given the nature

of the service.

Increased bargaining power of suppliers: The Company would need vital alliances

with suppliers and other partners. They might be suppliers of the competitors. Suppliers

Page 37: Advance Strategic Marketing: project report of Nayatel.

37 | P a g e

bargaining power might increase in that case making input costs high and leaving the

company in difficult position.

Uncertain demand: It is very difficult to estimate the exact demand for the service.

There might be variation which could result in losses for the company.

Employee retention: NayaTel might lose its key personnel to other competitors.

Nayatel Internet Packages:

Nayatel Internet Home Packages

Package Volume Per Month

(Upload + Download) Monthly Charges

1 Mbps from 8:00 a.m. to 8:00 p.m.

3 Mbps from 8:00 p.m. to 8:00 a.m.

Rs. 1,199/-

Unlimited Downloads @ 3 Mbps

from 8:00 p.m. to 8:00 a.m. & Sundays

Rs. 1,399/-

Home 18 GB Plus

Unlimited Downloads @ 5 Mbps

Rs. 1,699/-

Home 18 GB Ultra

1 Mbps from 9:00 a.m. to 7:00 p.m.

from 7:00 p.m. to 9:00 a.m. & Sundays

Rs. 1,899/-

Home 20 GB Plus

Unlimited Downloads @ 7 Mbps

Rs. 2,999/-

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Corporate Packages

Connect Packages

Premium Packages

Packages Volume Per Month in

Mbps 2 Mbps 3 Mbps 4 Mbps

Rs. / Month

Rate per add. 100

Connect 20 20 2,500

Connect 20 20 34

Connect 40 40 16

Connect 40 40 30

Connect 60 60 15

Connect 65 65 26

Connect 95 95 25

Connect 145 145 23

Connect 190 190 22

Connect 290 290 20

Connect 385 385 17

Packages Speed (Kbps) Monthly Charges (Rs.)

Premium 512 512 Kbps 24,350/-

Premium 768 768 Kbps 33,000/-

Page 39: Advance Strategic Marketing: project report of Nayatel.

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Service Strategy

Service Quality: Valued customers are cautions for the value of their money and Nayatel being

first FTTU provider is giving highest quality service to its users.

Service Features

Nayatel empowers its customers by providing them with:

Flexible and affordable packages

Superior user experience

Wide network coverage within twin cities.

Reliability of service

Online service

Great customer care

Convenient bill payment options

Promotion Strategies

Nayatel is currently doing person to person marketing which is not enough in such competitive

industry. Along with this Nayatel should have to do extensive billboard as well as newspaper

advertisements. Added to this radio is in these days and can be used as a medium to invite people

to use Nayatel broadband .On festivals like Eid special discounts should be given to enhance

sales as well as making people aware of the brand and its quality and also time to time

promotional campaigns should be running. These few steps taken in the marketing mix of the

Nayatel broadband would surely help to boost their sales and increase their market share.

Premium 1024 1024 Kbps 41,650/-

Premium 1536 1536 Kbps 55,550/-

Premium 2048 2048 Kbps 69,950/-

Premium 4096 4096 Kbps 136,450/-

Page 40: Advance Strategic Marketing: project report of Nayatel.

40 | P a g e

Value chain analysis

Nayatel is a facilities based carrier. That means we build the network that we operate and sell

services associated with it. Nayatel is the first broadband Fiber-to-the-User (FTTU) network in

Islamabad, Pakistan. In the first phase a state-of-the-art fiber optic network core was laid down

and in the second phase distribution ring was deployed. We have built a ring network that

completely encircles the business and residential areas in the metropolis. Our core network is

completely redundant and self-healing. The Metro Ethernet services provided by NTL are based

on Cisco Systems platform, an optimized, carrier grade switching infrastructure designed

specifically to support advanced services over a fiber optic infrastructure. Our data center is

equipped with Cisco routers and high end Sun and Dell Servers. Our core switches provide high

capacity core functions as well as provide sub-second recovery from many potential network

outage events. NTL has deployed Access and NGN platforms from Alcatel and world's best

video head-end from Scientific Atlanta to ensure quality and performance requirements of our

customers. Our passive optical equipment is supplied by world leaders of component

manufacturing, i.e., ADC and Corning.

Fiber networks clearly outweigh all other broadband options in performance, security, and


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41 | P a g e

Nayatel Value chain

Nayatel's FTTU network deployment is linked with a GIS based in house built application for

effective monitoring and trouble shooting. Our Network Monitoring System (NMS) continuously

monitors all active components and business customer connections in our network. Any service

impacting event generates an instant notification to our on-call engineers. Our 24 hour TAC

(Technical Assistance Center) can also escalate problems directly to a level ensuring prompt

Nayatel's redundant network enables both large and small companies to concentrate on their end-

customers rather than on IT-intensive management activities. We deliver an unbeatable

combination, a fast, secure, reliable network and a tenacious and highly qualified problem-

solving professional team with years of Internetworking experience. Nayatel provides one stop

solution to meet your need for high-speed Internet access, reliable telephone services with

advanced features, point to point circuits or VPNs and digital quality Cable Television. NTL

recognizes your need to stay ahead of the curve and provides flexible, reliable and affordable

solutions for your business and home use. Nayatel's FTTU network provides scalability, service

neutrality while preserving QoS, and manageability, which requires distinct type of

Internetworking devices designed to meet demands of carrier fiber infrastructure, while at the

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same time offers level of sophistication that the customer applications and needs demand.

Broadband Passive Optic Network (BPON) Nayatel's FTTU network uses Broadband PON

(BPON); which is widely used technology to deploy Fiber-to-the-User (FTTU) services. BPON

(Broadband PON) is a standard based on APON. It adds support for WDM, dynamic and higher

upstream bandwidth allocation, and survivability. Why Fiber-to-the-User (FTTU) services?

Internet community finds new and compelling broadband applications continually which drive

the insatiable requirement of amount of bandwidth which the users want for Internet services.

FTTU removes the service bottlenecks of Last Mile and First Mile challenges.

Currently in Pakistan optical fibre connectivity is established within PTCL telephone exchanges

and between cities. The local loop, i.e., access to customer premises from telephone exchange is

all copper, which has limitations in terms of bandwidth and serious quality issues. This 'First

Mile' or 'Last Mile' is and will remain a bottleneck that needs to be addressed to enable

customers to take advantage of services of 21th century and beyond.

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43 | P a g e

Strategy Development

Horizontal Integration:

Nayatel should have to follow the strategy of horizontal integration by taking the decision of

merger or acquisition with any of its one or two rivals. In this way not only skill and assets of

company will enhance but its strength in the market in terms of market share will also improve.

In order to avoid the danger of substituted services, company may offer attractive packages at

affordable rates especially in those areas where other competitors are unable to offer the internet

Company should offer special packages for students/ education sector since they are the main

service users.

Broadband market is such a market that is growing and there is no possibility of it to reach

saturation. Hence, NayaTel should apply extension strategies like as increasing promotions and

finding new markets.

Functional strategies

Develop marketing programs for the segments and works with advertising agency and

marketing colleague to execute marketing plan.

Work with Marketing Communication team to develop the message, branding and media

plan for the complete Nayatel product portfolio.

Periodic meetings with all stake holders for implemented marketing strategies review.

Liaison with sales/segments/product/pricing teams to design & implement new


Manage new initiatives and ongoing projects professionally.

Ensure Budget efficiency & devise launch plans/activities vigilantly.

Work closely with pricing team to ensure profitability.

Corporate events planning & management to promote Nayatel.

Developing a Complete Marketing Plan and keep regular track for Managing Marketing

Page 44: Advance Strategic Marketing: project report of Nayatel.

44 | P a g e

Recommendations Following suggestions may be offered to help the company to maintain its current status:

The first and foremost recommendation for NayaTel is that it should lower its up front

charges and aim for people with lower incomes. In this manner, it will be able to generate

more sales and increase its profits. Moreover, it will also be able to increase its

customer‟s database too.

Company may follow the strategy of horizontal integration by taking the decision of

merger or acquisition with any of its one or two rivals. In this way not only skill and

assets of company will enhance but its strength in the market in terms of market share

will also improve.

The first and foremost recommendation for NayaTel is that it should lower its price and

aim for people with lower incomes. In this manner, it will be able to generate more sales

and increase its profits. Moreover, it will also be able to increase its customer‟s database

Broadband market is such a market that is growing and there is no possibility of it to

reach saturation. Hence, NayaTel should apply extension strategies like as increasing

promotions and finding new markets.

Youth today like as college and university going students have been noticed to increase

their usage of internet. NayaTel should target the youth extensively with new packaging

and services to target them.

Local competitors are a big threat for the company. Hence, NayaTel should either form

collaborations with them or take over the local competitors to decrease the number of


The brand should start promotional strategies that are below the line activities. These can

be held at universities and college campuses aiming the youth.

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45 | P a g e








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