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The Mavenfirst Marketing Function Business Plan™ —

Bring your strategy slides into your team’s daily calendar

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The Mavenfirst Marketing Function Business Plan™

You likely have a corporate strategy and a calendar full of marketing activities. But you might miss the connecting link.

You need one simple document that tells the story of what the marketing department is doing, why it matters, and what you are accountable for.

The Marketing Function Business Plan™ is the core that turns high-level strategy into outcome-based execution.

Getting clarity starts here —

You need a Business Plan if:

You need to synchronize with the business. Your company plans for the next 3–5 years, but your marketing plan focuses only on the next year or campaign.

You need a prioritization tool. Your calendar is buried under a high volume of reactive requests, and your team is struggling to keep up.

You need to shift to outcomes. You want to stop reporting on activities and start being accountable for business results.

Expectations are unclear. If the business doesn't have clear expectations, they will treat your team like an internal agency for PowerPoints.

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We already have a marketing strategy. Do I need a business plan?

Probably yes.

A marketing strategy is external. It defines your target audience, key messages, and strategic goals.

A business plan is internal. It defines how you run the marketing machine itself. It is your primary management tool. It states exactly why your function exists, what resources it needs, and how it delivers value over the next 1–5 years.

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Outcomes and benefits from this phase

Full potential identified. You stop looking just at the next quarter. You see the long-term value and potential your marketing function can bring to the company.

A clear path forward. You gain an updated roadmap. You gain a Bold 5-Year Vision and a concrete 3-Year Picture of where the function is going. This plan becomes your main tool to lead the department based on clear outcomes and priorities, rather than just daily activities.

Clarified expectations. No more guessing what leadership wants. You and the business finally agree on what marketing is expected to deliver.

The business case. You have the numbers and logic to prove why investing in this change is smart business.

Buy-in for change. You have the backing to start building a modern, accountable function.

pattern-circle pattern-dot Senior Consultant Ida Supi helping our customer to improve their marketing value communication by streamlining processes and recognizing the whole marketing business value

Mavenfirst Marketing Function Business Plan™

The Marketing Function Business Plan™ works as a management system for your whole department. It changes how you lead and how others see your work. 

It is built on five simple elements:

  • Bold Vision: Why your function exists and which value Levers, like Pricing Power or Efficiency, you are going to pull.

  • 5-Year Picture: A concrete "photo" of what the function looks like in the future, your budget, your people, and your skills.

  • Focus Areas: The 3–6 must-win battles for the next three years.

  • Yearly Priorities: A simple list of 5–15 goals for the year. If it's not on this list, it’s a distraction.

  • Outcome-based programs: Short-term initiatives, mostly defined for the quarter, that are directly linked to your focus areas and priorities.

 

 

Mavenfirst Marketing Function Business PlanTM

 

 

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How we work: Step-by-step approach

You need a clear destination (Vision) before you can map out the route (The Plan).

Phase 1: The Bold Vision (The Foundation)

Before you decide what to do next year, you need to define where you are leading this function over the next 3–5 years.

You clarify the "North Star": We help you define a clear ambition for what the marketing function must become, and answer the questions "Where are we taking this function?" and "Why should the business care?".

You identify Value Levers: We support you in pinpointing the specific areas where you will drive business growth, ensuring your focus is on value, not volume.

Deliverable: You have a 5-Year Vision and a defined set of value levers you will pull to drive growth.

 

Phase 2: Your Business Plan

This is where vision meets reality. You build the 3-Year Picture and the 1-Year Plan, including focus areas and priorities for marketing. Here, you shift the focus from "what we do" to "what we achieve."

You define the 3-Year Picture: You decide exactly what the function looks like in three years.

You set the 1-Year Plan: You establish specific, outcome-driven goals for the next 12 months.

Deliverables: You have a documented Business Plan where focus areas and priorities are directly linked to a business outcome, giving you the tool to lead with confidence.

What to expect from the engagement

What can you expect?

Our approach is to work with you on a week-to-week basis and proceed step by step. We will help you create the marketing vision and business plan, and we act as your sparring partner, challenging your thinking and asking the tough questions you might avoid on your own.

Note: You should set aside 2–4 hours per week for this process. You are investing in the foundation of your function's success.

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How do we evaluate success?

We look for concrete shifts in alignment and clarity.

+90% strategic link: Over 90% of your marketing priorities link directly to business outcomes.

Leadership buy-in: The CEO and executive board understand and approve the CMO’s vision.

Alignment score: A measurable increase in alignment across the leadership team, marketing function, and key stakeholders.

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What happens after the BusinessPlan?

Once your Business Plan is ready, you have three clear paths forward:

1. Execute with support. You move from planning to action with us by your side. Whether you need help operationalizing the plan, communicating value, or driving change, we continue to support you through our advisory services. Read more about Advisory Services

2. Get stakeholder alignment. You focus on securing buy-in. We coach you to sell the vision to the board/management, ensuring the business understands the new direction.

3. Lead independently. You take the roadmap and run with it. Armed with clear priorities and a solid plan, you have the tools and confidence to lead the execution yourself.

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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.

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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? Contact us, and let’s start working together.