What does a marketing plan include?<\/h2>\n\n
Every plan answers three questions: where you’re starting from, where you want to get to and how you’re going to get there.<\/p>\n\n
Almost all of them start with a situation analysis, such as a SWOT analysis<\/a>, and a description of the audience, often in the form of a buyer persona<\/a>.<\/p>\n\n Then come the SMART goals<\/a>, the strategy and the marketing mix<\/a>, the schedule, the budget<\/a> and the KPIs<\/a> that will measure the results.<\/p>\n\n Not all plans have the same scope. They are usually classified by the time they cover and by the part of the company they span.<\/p>\n\n It’s easy to confuse it with other documents, because they all talk about goals and actions. What sets them apart is how far each one reaches.<\/p>\n\nTypes of marketing plan<\/h2>\n\n
By time horizon<\/h3>\n\n
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![\"Types](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/tipos-plan-de-marketing-horizonte-1024x576.png\")
<\/figure>\n\nBy scope<\/h3>\n\n
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Differences between a marketing plan and other plans<\/h2>\n\n
![\"Example](\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/plan-de-marketing-de-una-pagina-1024x576.png\")
<\/figure>\n\n