A 12-month roadmap with measurable objectives, realistic budget, prioritised channels, concrete actions and owner for each initiative. The plan any team member can apply the following Monday.
Day-to-day eats you up and marketing is done by urgency or intuition. A plan gives you direction back and reduces chaos.
Marketing spend is decided quarterly without a framework. An operational plan justifies each euro before CFO and board.
Newly hired marketer, department doubling headcount, new external agency. The plan gives context and aligns from day one.
You move to another business phase (more channels, more markets, more products). The plan adapts the marketing machine to the new profile.
Review of current situation, historical metrics, competitive context. Definition of SMART objectives for 12 months with direction.
Operational positioning, map of priority audiences and optimal channel mix according to objectives and available budget.
Calendar with milestones, launches, campaigns, events, content. Each action with owner, indicative budget and KPIs.
Dashboard with the 5-7 strategic KPIs. We leave it configured in the tool you already use. Fortnightly follow-up meetings.
An operational marketing plan isn't paper — it's an operating system. What it offers:
At the start of each month it's already decided what gets executed. Goodbye to the 'what do we do now' meetings.
You move from 'we spend X on social because we always do' to 'we spend X because it returns Y'.
Sales, marketing, leadership and external agency share the roadmap. Less friction, more speed.
Dashboard with 5-7 KPIs. Without the noise of 80 metrics nobody looks at. Each metric with its alarm threshold.
When the market changes, the plan adjusts. Adaptation based on data, not reactive panic.
The plan distributes resources to grow in a straight line, not a roller coaster. Indispensable for organisations with tight cash.
Industrial company with €18m turnover. 12-month marketing plan + GA4 setup + dashboard in Notion. Growth 23% in the first year.
El marketing del cerebro es más predictible que el marketing de la opinión. — Ángel Ortega Castro
DO Ribera del Duero winery preparing expansion to USA and Asia. Differentiated marketing plan per market, with adapted metrics.
Law firm with non-existent marketing. Compact 12-month plan, realistic channel mix, basic dashboard. Measurable improvement in 6 months.
Aligned messages, updated web, configured analytics, living dashboard. Without solid base, nothing is built on top.
Acquisition campaigns, pillar content, presence at key events. Qualified new traffic starts to come in.
Three months of data. We cut what doesn't pay back, reallocate to what does. Compounded return appears here.
Year-end analysis, ROI by block, lessons learned and next year's plan based on evidence, not wishful thinking.
The operational marketing plan is especially useful in these four moments:
Starting a new year without a plan is starting blind. Better to invest 8-10 weeks in planning well than to react for 12 months.
A new marketing director or senior sales rep arrives. Handing them the plan accelerates the learning curve by months.
You're going to change agency. A clear plan stops the new agency starting from scratch, saves time and delivers results sooner.
You're about to double the marketing budget. Without a plan, that extra money produces noise. With a plan, it multiplies results.
The strategic plan defines direction for 3-5 years. The operational plan lands that direction into 12 concrete months: what gets executed each month, with what budget, with what owner. One needs the other — without strategy, the operational is activism; without operation, strategy is theory.
Yes. I adapt the depth of the plan to the size and maturity of the organisation. An SME doesn't need an 80-page plan — it needs a clear 15-page plan the team understands and applies.
The internal team or external agencies you already have. I design the plan and, if you wish, accompany the start during the first 3 months. But day-to-day execution belongs to the team — the plan is designed so it is self-sufficient.
It includes high-level editorial framework and calendar (what topics, what cadence, what objectives). The detailed content plan (specific copy, week-by-week calendar) is designed separately if you need it, or done by your copywriters with the framework provided.
A good operational plan is reviewed quarterly with real data. If the market moves a lot, we adjust. Quarterly review is part of the process — the plan isn't a slab, it's a hypothesis with measurement discipline.
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.