Overall Marketing Planning 
    Objectives
        GOALS         •  What am I trying to achieve this month/quarter? 
        TASKS         •  Which programs do I need to run to achieve my goals? 
     RESOURCES        •  Which resources do I need to accomplish my tasks?
     EVALUATION       •  How can I determine which programs worked? 
  © 2015 Marketo, Inc. Marketo Proprietary and Confidential
   
    Strategies
       PROVEN         •  What has worked in the past? What hasn’t worked? 
      METHODS 
      CURRENT         •  What is working now? What isn’t working now? 
      METHODS 
   NEW METHODS  • Which new methods am I going to try?
  © 2015 Marketo, Inc. Marketo Proprietary and Confidential
   
   Marketing Program Planning 
     Marketing Program 
     Planning 
   Primary Objective                                   Tactic
           1     c                                      Which programs will I run? 
               a
             tr
            t   t   Marketing Strategy
           A
                     2    g                                       Which programs will I run? 
                        a
                       g
                      n      Marketing Strategy
                    E    e
                                                                            Which programs will I 
                                3   e                                       run? 
                                   s
                                 lo    Marketing Strategy
                                C
   © 2015 Marketo, Inc. Marketo Proprietary and Confidential