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AI Marketing Plan Template

Start from your pipeline number, map it to the six processes behind it, redesign three first with ICE scoring, and put it on one page your CEO will read.

What's inside this template

Who it's for

CMOs, VPs, Heads and Directors of Marketing at B2B tech companies whose pipeline target went up while the team didn't, plus the marketing ops or RevOps lead who builds the plan with them

When to use

During annual or quarterly planning, after a hiring freeze, before posting a GTM engineer role, or when the CEO asks what marketing is doing with AI

Key benefit

A one-page AI marketing plan tied to the pipeline number: three processes to redesign first, each with an owner, a KPI baseline and a target, and a 12-month roadmap measured before and after

Sections included

The number, the date and the gap
Six-process map with KPIs
One-week time log
Baselines
ICE scoring
Redesign sheet per process
Team, roles and the hiring decision
What we stop spending
Twelve-month roadmap
The one page for your CEO
Monthly review log

Complete template content

Prefer Google Docs? Open this template in Google Docs to make a copy and customise it directly. Open in Google Docs →

To use this template, copy it with the "Copy page" button above or open the Google Doc version. Read the companion guide, How to write an AI marketing plan your CEO will read, for the thinking behind it.

AI marketing plan

A free plan for CMOs, VPs and Heads of Marketing whose pipeline target went up while the team didn't. It starts from the number, maps it to the six processes behind it, picks three to redesign with ICE scoring, and measures each one before and after.

How to use it: work through sections 1 to 9 with your marketing ops or RevOps lead, then copy the answers into section 10, the one page your CEO reads. Use section 11 every month after that.

1. The number, the date and the gap

Item	Your answer
Pipeline target (and the measure: pipeline generated, marketing-sourced revenue, SQLs)
Date it must be hit by
Current run rate towards it
The gap
What we'd stop spending to fund closing it (agency retainer, tool, planned hire)
Plan owner (the exec who owns the number)
Builder (marketing ops, RevOps or other named person)

If you can't fill in the first five rows, stop here and get those answers first.

2. Map the number to six processes

Process	What it covers	KPI it moves
Channel planning and attribution	Deciding what to run, reading what works, how AI assistants describe you	CAC and cost per opportunity; share of voice in AI answers
Content and brand	Pages, decks, posts and campaign assets	Pipeline generated
Customer proof	Quotes, references and case studies	MQL to SQL conversion
Events	Invites, the day and every follow-up	Marketing-sourced revenue
Inbound handling	Answering, qualifying and booking every enquiry	Speed to lead
ABM	Account research and buying committees	Pipeline generated in target accounts

Add or rename processes to match your team, but keep one KPI per process.

3. One-week time log

Ask each person to log one normal week. Count the four jobs separately.

Person or role	Content (hrs)	Event follow-up (hrs)	Answering enquiries (hrs)	Reporting (hrs)	Total (hrs)



Team total
Team total × 52 (hours a year)

4. Baselines

Take these before anything changes. Without them, nothing can be proved later.

KPI	How we measure it	Baseline today	Date taken	Source
Time to first reply on inbound enquiries	From form submission, not from when someone notices it
Share of event attendees followed up within a day	Followed-up attendees ÷ all attendees
Hours per content asset	From the time log
MQL to SQL conversion
Cost per opportunity
How Claude, ChatGPT and Perplexity describe us	Ask each the questions a buyer would ask; note whether we're named

5. Pick three processes with ICE

Score each process from 1 to 10 on impact (how much it moves the number), confidence (is it documented, can we measure it) and ease (systems connected, approvals needed). ICE = impact × confidence × ease. Redesign the top three first.

Process	Impact (1–10)	Confidence (1–10)	Ease (1–10)	ICE score	Rank
Channel planning and attribution
Content and brand
Customer proof
Events
Inbound handling
ABM

6. Redesign sheet (one per chosen process)

Copy this section three times.

Process:

Owner:

KPI, baseline and target:

Today: steps as they happen now	Who does it	How long it takes
1.
2.
3.
4.
5.

Redesigned: steps with Claude	Done by (person, person + Claude, agent)	What a person approves
1.
2.
3.

Rules the agent follows (for example: which leads it can reply to, which go to a person):

What stays human (for example: ambiguous leads, anything sent under the brand until trust is earned):

Starts read-only? Yes / No. Who signs off what goes out:

Tools and connections needed (decided after the redesign, not before):

Review date:

7. Team, roles and the hiring decision

Role	How their week changes	Training needed	Champion?
Product marketing
Demand gen and growth
Content and brand
Marketing operations

Who builds and maintains it:

Hiring decision: after the redesign, what role do we actually need (for example a GTM engineer, marketing ops, none yet), and why?

How we'll explain the change to the team:

8. What we stop spending

Line we stop or reduce	Annual cost	When	What replaces it

9. Twelve-month roadmap

Quarter	Process live and measured	Decision at the end of the quarter
Quarter 1	Process 1	Scale, change or stop
Quarter 2	Process 2
Quarter 3	Process 3
Quarter 4	Before-and-after report to the board	Next three processes

Move to the next process only when the one before it shows a measured result.

10. The one page for your CEO

Section	What goes here
The number	Target, date, gap, and what we'll stop spending to fund it
Process 1	Owner, KPI, baseline, target
Process 2	Owner, KPI, baseline, target
Process 3	Owner, KPI, baseline, target
What changes	What agents and skills do; what people approve
The team	Who builds; training by role; hiring decision
The year	Quarter by quarter, as in section 9
How we'll prove it	Monthly review against the baselines in section 4

11. Monthly review log (outcomes)

Month	Process	KPI this month	Change since baseline	What we learned	Next action and owner

Want help? Bring your number to a free 45-minute working session and leave with a one-page plan: kowalah.com/solutions/chief-marketing-officer

Get started

How to use this template

Write down the number

Pipeline target, date, gap, and what you'd stop spending to fund closing it. If you can't name all of them, start there.

Map the six processes

List the processes behind the number, the KPI each moves and who owns it.

Measure one normal week

Ask each person to log a week across content, event follow-up, enquiries and reporting, then take a baseline for each KPI.

Pick three with ICE

Score impact, confidence and ease from 1 to 10, multiply, and redesign the top three first.

Redesign before choosing tools

Write today's steps and the redesigned steps, what an agent or skill does, and what a person approves.

Put it on one page

Copy the answers into section 10 for your CEO, then review every month against the baselines.

Questions

Frequently asked questions

Common questions about writing an AI marketing plan

What should an AI marketing plan include?

The pipeline number and the gap, the processes behind it and the KPI each moves, a baseline for each KPI, the three processes to change first, what agents and skills do and what people approve, who builds it, and a 12-month roadmap. Tools come last.

How is this different from a normal marketing plan?

A normal plan decides what to run. This one decides which work changes, so the same team can run more and follow up everything. Use it alongside your campaign plan.

Which process should we redesign first?

The one with the highest ICE score. Inbound handling often comes first because it's documented and speed to lead shows a result within weeks.

Should we hire a GTM engineer first?

Write the plan first. The redesign tells you what kind of role you need, and whether one person is enough to keep it running.

Do we need Claude to use it?

No. The template works whichever AI your company uses. The process map, baselines and ICE scoring come before any tool choice.

Is it free?

Yes. It's free and ungated. Copy the page or open the Google Docs version.

Ready when you are

Bring your number. Leave with a plan.

Kowalah is a UK Anthropic Implementation Specialist. In a free 45-minute working session we take your pipeline target, map it to your processes and team, and you leave with a one-page plan: the first three processes to change, the agents and skills for each, and how your team changes.

Plan my AI marketing function