How to Write a Marketing Plan

Part 3: Marketing Strategy and Objectives

2. Financial Objectives
For many organizations the ultimate goal of the marketing plan is the effect it will have on the bottom line.  Measures reflect income statement items and common ratios. (Page length: less than 1 page)

• Customer sales
  • by volume and growth percentage
  • by segments
• Channel sales
  • by volume and growth percentage
  • by channel
• Margins
• Profitability
• Ratios
  • use common financial ratios and other metrics associated with marketing in the industry