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General Instructions: Marketing Plan Guidelines
General Instructions: Marketing Plan Guidelines
General Instructions: Marketing Plan Guidelines
This page should not be printed as part of the business plan and is intended to provide guidelines for completion only
General Instructions
You should complete your marketing plan prior to the start of the new quarter. Do your best to complete all sections.
The Account Focus and Marketing Strategy sections are where you capture your overall campaign strategy for the quarter or half. Use the Tactical Plan and Pr
Plan sections to list, plan for and execute each individual campaign activity.
Account Focus
Identify up to 15 key new target accounts and up to 15 existing accounts to research and market to during the quarter.
List the account owner or sales person responsible for the account within your organization.
Identify the account location where most of your marketing and selling activity will occur.
As you qualify these accounts, use the plan template to record opportunity details such as current solution/licenses, potential users, expected close date and
number.
Marketing Strategy
Campaign Purpose: Provide narrative description of your campaign plan. What are you going to do during the quarter and why?
Campaign Objectives: What do you need to accomplish to consider the quarterly marketing plan a success? Campaign objectives should be measurable.
Campaign Themes: Describe the main Primavera go-to-market strategy themes for your campaigns. For example, Transparency in Engineering and Constru
Managing Risks & Project Portfolios During Challenging Economic Times
Target Audience: Who are you going after? What industry verticals, what types of companies, what individual titles? Be as specific and targeted as possible
Key Competitors: List the competitors in your market that you encounter most often. You should do your own research on these competitors and understan
they are offering and their price configurations.
Messaging: Describe the core messages of your marketing activities. The messaging should focus on how Oracle's Primavera Solutions address the busines
challenges of your target audience. Leverage the messaging and marketing materials provided by Oracle/Primavera.
Content and Materials: List which Primavera marketing assets you will use and any other content and materials required for executing your marekting activ
Contact your Channel Manager if you do not know how to find the marketing kits and assets.
Tactical Plan
Marketing Vendors: If you are using a advertising or marketing agency, or other vendors for your campaigns, please list those vendors in the provided spac
Project Plan
The purpose of the Campaign Project Plan is to help you execute each marketing activity in your marekting plan.
You should list each required task, the assigned owner, and the due date, in chronological sequence.
You can replicate this tab for as many activities as you need and name the tabs according to activity.
s should be measurable.
n Engineering and Construction, or
Oracle reimbursement).
Date: <xx/xx/xx>
Account Name
Account Owner
Account Location
Vertical
Potential
Current Solution(s)
Users
Planned Solution(s)
FY10
Potential
Revenue
Potential
Users
Planned Solution(s)
FY10
Potential
Revenue
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
EXISTING ACCOUNTS
Please provide an overview of key existing accounts on which you will focus for this period.
Account Name
Account Owner
Location
Vertical
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
Current Licenses
Expected
Close
OMM No.
Forecast
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
Expected
Close
OMM No.
Forecast
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
MARKETING STRATEGY
FISCAL QUARTER
Please provide details of your marketing strategy for the selected period
Campaign Purpose
Campaign Objectives
Campaign Themes
Target Audience
Key Competitors
Messaging
FF0000MARKETING
<Partner Name>
Please provide details of general marketing activities for the coming year
Activity Type
Activity Description
Main Objective
Start Date or
Event Date
Vertical
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
<Select>
Vertical
Agency Name
Description of Work
<Select>
<Select>
<Select>
<Select>
<Select>
00-024Oracle - Confidential
00-024Page 14 of 19
Cost
FF0000MARKETING
Campaign Location Currency
Total Costs
00-024Oracle - Confidential
Cost In
Currency
<Partner Name>
Expected
No. Leads
0.00
00-024Page 15 of 19
Action Item
Owner
Due Date