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The Mavenfirst Marketing Function Business Plan™ —

This is the tool you need to get that business partner position

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The Mavenfirst Marketing Function Business Plan™

Most senior marketing leaders feel that they lack a tool to communicate their function’s value in a way that the business understands. It can also be hard to tell, even to your own team members, what actually improves in business when the marketing succeeds.

While you see the potential of marketing to be a valuable business partner, it might be difficult to prioritize what to do now and what to postpone.

This is the solution. With our core service and the Marketing Function Business Plan™, you get a simple way that tells the story of what the marketing department is doing, why it matters, and what you are accountable for.

The single source of truth for your marketing function —

What is it about

It is your “single source of truth”: a simple business plan that connects what your team does every day to the company’s goals and strategy. One slide that makes sense to everyone, from the management team to the individual team member.

It gives you a bold long-term vision of where you are taking your marketing function, the medium-term focus areas that support it, and outcome-based goals.

It defines marketing’s role, aligns C-level expectations, and links your team’s daily work directly to strategic priorities.

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Who is it for

This is for you if you feel like the rest of the company doesn’t really get marketing. Maybe your meetings with stakeholders always get stuck on tactical details instead of the big picture.

You might feel that marketing's role is a bit blurry, and you lack a simple tool to show the long-term vision for the function and the outcomes marketing is accountable for.

pattern-circle pattern-dot If you feel that the rest of the company doesn't get marketing, this is the tool for you

Why do I need this

You need a way to show what your department is doing, why it matters, and what you’re actually responsible for in a way that business stakeholders can understand – and get them aligned with your vision and the role of marketing.

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Core benefits

You get a holistic perspective of your function that is easy to communicate to stakeholders.

It clarifies exactly the role of marketing within the organization and what improves in the company when marketing succeeds.

It helps your stakeholders finally understand the big picture of marketing.

It enables you to communicate the value of marketing more effectively.

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What happens next —


Typically, it takes around four to eight weeks, depending on your situation. It is a step-by-step process where we work together with you.

We work through these stages in hands-on sessions where we challenge your thinking and bring an outside perspective. 
You'll get our experience from dozens of similar cases that help you avoid common pitfalls and succeed right away. 

Stage 1: Kick-off

We start by going deep into your business context and review your current "as is" materials. 

We also walk through the value levers and recognize the areas to put most emphasis on.

Stage 2: Bold Vision and 5-year picture

We start by helping you build or sharpen your Bold Vision, your function's reason to exist. We help you look at it from different angles to ensure it’s actually "bold" enough to drive change. We present options based on background materials and insights that support your ambition. 

Then, we help you turn the vision into a concrete 5-year picture: What does the team and the entire function look like? What skills do you need? What resources do you need? 

The result is a clear ambition target that makes every decision easier.

Stage 3: The marketing focus areas and outcome-based yearly goals

This is often the most important phase where the magic happens.

We help you evaluate what needs to happen to reach your vision and structure these marketing focus areas over the next three years to best support your vision, value creation, and communication. 

We offer different options for structuring them – with the pros and cons of each included – to make decision-making easier for you. 
We help you translate focus areas into 5–15 concrete, outcome-based goals.

Depending on where you are in the calendar year or your planning cycle, we can either help you build new goals for the next year or cycle, or match your current goals to value-based and make sure they are directly linked to the business value.

Stage 4: Get ready for implementation

In the final phase, we revisit all areas of the business plan to ensure they are 100% consistent. You’ll get your "single source of the truth" to lead your team and communicate marketing’s value to stakeholders.

We help you plan the rollout by sharing experiences of success and common pitfalls from similar cases.

Whether you need to change your team's day-to-day work or secure stakeholder alignment, we give you the tools to move from a support function to a truly valuable business partner.

Optionals

Stakeholder interviews: We help you get the business’s perspective early on. This makes internal selling much easier.

Stakeholder alignment: We help you sell and present the plan to your business stakeholders – we can coach you or co-present the plan with you. 

 

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Investment and timeline


Investment: starting from 12 000 €

The final investment depends on your team size, organization complexity, and starting point.

You’ll know the exact investment before we start the engagement. We always give a 100% satisfaction guarantee.


Time investment: Expect to invest 2–4 hours per week in this engagement. 

Between sessions, there will be some homework for you to complete. In that way, we ensure that the sessions are as effective as possible.

 

CONTACT US
 

What to expect from the engagement

How this helps your function become a strategic business partner

You’ll get the primary tool that helps you move from being a support function to a business partner.

You can consistently communicate marketing's value to business stakeholders, shift the focus from tactics to outcomes, and show how marketing contributes to the business strategy and goals.

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How we work

We work primarily with you, a marketing leader. You decide how we show up: We can work exclusively with you, or we can involve your marketing leadership team, key team members, or business stakeholders in the process – that’s up to you and depends on what best serves the purpose.

This is a "done-with-you" engagement where we work alongside you. Most of our impact happens in working sessions with you.

Read more about how we work.

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Deliverables

Typically 5–7 facilitated working sessions
You get a partner who has been there before and knows the complex B2B environment. We challenge your thinking and bring an outside perspective to help you succeed.

A concrete Business Plan for your function
This is your "single source of the truth". It shifts the conversation from what you are doing to what you are actually achieving.

A partner who supports you in progress
We are always here for you, also between sessions. If you need a quick check or sparring with your decision, we don't watch the clock or worry about billing.

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Ready to get started? Want to hear more? Get in touch with us:
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OPAS

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OPAS

Account based -markkinoinnin aloittaminen

Pohditko, miten lähteä liikkeelle strategisen ABM:n toteuttamisessa? Materiaalimme opastaa sinut vaihe vaihteelta onnistuneen account based -markkinoinnin suunnitelman rakentamiseen. Luo suunnitelma, joka sitouttaa myös myynnin ABM:n toteuttamiseen!

LATAA OPAS

READ THE CASE STUDY

From ‘event organizer’ to ‘business partner’ in a global industrial company

READ THE CASE STUDY

Case: From ‘event organizer’ to ‘business partner’ in a global industrial company

Read how we helped a VP of marketing with a 30+ person team move from reactive firefighting to build a foundation for accountability and redefine marketing's strategic role.

FAQ —

Your strategy defines your target audience, your message, and your high-level goals. The Business Plan bridges the gap between those strategy slides and your team's daily tasks.

The magic happens when we define your 3-year must-win battles and turn activity-heavy goals into outcome-based priorities.

So, yes, if you want your strategy to actually show up in your team’s calendar, you need this.

You certainly can. But doing it alone takes time you probably don't have. We do this every day. We bring battle-tested frameworks specifically designed for complex B2B, an outside perspective, and the tools to get you to the finish line in weeks rather than months.

A yearly plan is often just a list of campaigns and events, like a production schedule. A Business Plan is an operating system for your entire function.

It defines the marketing role in the company, your value mechanism, and how you manage resources. It moves the focus from "what are we doing?" to "how are we functioning to deliver value?".

The framework is the same whether you lead 3 people or 50. The core logic of alignment and prioritization remains the same. In larger, multinational teams, we deal with more complexity and silos. We work with both.

It’s a living document. It’s designed to be your "single source of truth."

While the Bold Vision stays steady, the outcome-based priorities are updated as the business evolves. It gives you a dedicated way to work on marketing, not just in it, on a permanent basis.

You typically choose one of three paths:

1. Lead independently.
Armed with clear, outcome-based priorities and a documented role for your function, you have the tools and confidence to lead the execution yourself.

2. Secure stakeholder alignment.
Focus on the "upward" move. We coach you on how to present and sell this new vision to your CEO, CFO, board or other key stakeholders.

3. Execute with our support.
Whether you need help operationalizing the plan, communicating value to the business, or driving the cultural change within your team, we continue as your "extra brain" through our Advisory Services.

Read more about our Advisory Services here.

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Kumppaninne markkinoinnin kehitysprojekteissa

Olemme erikoistuneet markkinointiin complex sale -ympäristössä, jossa  myyntiprosessit ovat pitkiä ja monivaiheisia. Tuomme tueksesi pitkän kokemuksemme  complex sale -ympäristön markkinoinnista sekä uusimman tutkimustiedon ja testatut toimintamallit. Yhdessä kartoittamalla löydämme markkinoinnin tärkeimmät kehityskohteet joiden ratkaisemisessa autamme tilanteeseen sopivalla tavalla. Olemme kumppaninne markkinoinnin kehitysprojekteissa tai pidemmissä yhteistöissä. Roolimme vaihtelee tarpeenne mukaan advisory-kumppanuudesta projektipäällikkö-palveluun. Tärkeintä meille on, että markkinointi tuo yrityksellenne arvoa ja kaupallisia tuloksia.

Kumppaninne markkinoinnin kehitysprojekteissa

 

Olemme erikoistuneet markkinointiin complex sale -ympäristössä, jossa  myyntiprosessit ovat pitkiä ja monivaiheisia. Tuomme tueksesi pitkän kokemuksemme  complex sale -ympäristön markkinoinnista sekä uusimman tutkimustiedon ja testatut toimintamallit. 

Yhdessä kartoittamalla löydämme markkinoinnin tärkeimmät kehityskohteet joiden ratkaisemisessa autamme tilanteeseen sopivalla tavalla. Olemme kumppaninne markkinoinnin kehitysprojekteissa tai pidemmissä yhteistöissä. Roolimme vaihtelee tarpeenne mukaan advisory-kumppanuudesta projektipäällikkö-palveluun. Tärkeintä meille on, että markkinointi tuo yrityksellenne arvoa ja kaupallisia tuloksia.

 

 

Let’s work on your business plan

Are you ready to get started? Or do you have questions and would like to know more? Contact us, and let’s have a call.

Not ready to start yet? Explore more —

From support function to valuable business partner – watch the webinar

Watch the session —

Lead your marketing function with clarity and accountability, not just tactics – watch the recording

Watch the session —

Why every marketing function needs a vision for the future?

Watch the session —

The case for superior alignment | Letter to CMOs in complex B2B vol 3, 2026

Read the article —

How to make sure your marketing organization is on the journey towards a profit center?

Read the article —

Executive Guide: What would a more strategic role for your marketing function look like?

Read the guide (no forms needed) —

From support function to valuable business partner – watch the webinar

Watch the session —

Lead your marketing function with clarity and accountability, not just tactics – watch the recording

Watch the session —

Why every marketing function needs a vision for the future?

Watch the session —

The case for superior alignment | Letter to CMOs in complex B2B vol 3, 2026

Read the article —

How to make sure your marketing organization is on the journey towards a profit center?

Read the article —

Executive Guide: What would a more strategic role for your marketing function look like?

Read the guide (no forms needed) —

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