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The 2027 marketing plan template: a one-page board summary and a quarterly plan, filled in with a worked example
Get the free template ↓A 2027 B2B marketing plan that a board approves fits on one page: the decision you need, the revenue target turned into pipeline and qualified opportunities, the budget by job and channel with the pipeline each creates, three scenarios, the AI line, risks and how results will be judged. Behind it sits a quarterly plan with spend, opportunities, pipeline and leading indicators by quarter. This template gives both layouts, the formulas and a filled-in worked example.
- The one-page board summary, box by box
- The pipeline math with formulas
- Budget by job and channel with expected pipeline
- The quarterly plan: spend, opportunities, pipeline, indicators
Written by the PlanConversion Strategy Team, from programs run for ABB, KNIME and Nakisa. For CMOs, VPs of marketing and VPs of demand generation writing the 2027 plan for the CFO and the board.
What’s inside
Everything in the template
Practical and specific: questions, checks and decisions you can use in your next meeting, not theory.
The pipeline math with formulas
Budget by job and channel with expected pipeline
The quarterly plan: spend, opportunities, pipeline, indicators
Scenarios, the AI line and risks with owners
A filled-in worked example on every page
Free preview
The one-page board summary: nine boxes
- Box 1, the decision: the budget you ask for, the pipeline it commits to and the decision you need today, in one sentence.
- Box 2, the pipeline math: new-business target, win rate, pipeline needed, marketing’s share, qualified opportunities per quarter.
- Box 3, what 2026 produced: marketing-sourced pipeline, cost per qualified opportunity and pipe-to-spend by channel, and what you stopped.
- Box 4, the budget by job: capture, prime, convert, prove and the test reserve, each with the metric it is judged on.
- Box 5, pipeline by channel: expected opportunities and pipeline by channel, after each channel’s lag.
- Box 6, scenarios: minus 10, flat and plus 10 percent, with the pipeline effect of each.
- Box 7, the AI line: owner, workflows, success measures and exit rule.
- Box 8, risks: hiring, sales capacity, data and platform changes, each with an owner.
- Box 9, how you will be judged: leading indicators per quarter and the review dates.
The full template
2027 marketing plan template: one-page board summary and quarterly plan
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B2B demand generation
ABM, paid media, RevOps and CRO run by one senior team against a pipeline target sales and finance agree with.
Questions
About this template
Who is this template for?
CMOs, VPs of marketing and VPs of demand generation at mid-market and enterprise B2B companies who must take a 2027 plan to a CFO and a board.
Is there a PDF version?
Yes. When you open the template here, we email you the PDF with a link back to the online version.
Where do the example numbers come from?
They are the example inputs of our free marketing budget channel planner: a $3M program budget, a $24M new-business target, a 25% win rate, a $60,000 deal size and 45% of pipeline sourced by marketing. They show the method; they are not benchmarks or client results.
What else should I read?
The 2027 B2B marketing planning hub at planconversion.com/b2b-marketing-planning-2027 lists every planning step, with the channel planner, the approval checklist and the board presentation structure.
Part of the 2027 B2B marketing planning hub: every step from the revenue target to a board-approved plan, with the calculators and guides for each.
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