How Marketing Plans Work

Executive Overview

Usually, the first section of a marketing plan is the Executive Overview. The executive overview summarizes your plan for a quick review by your executives. Although it comes first in the marketing plan, the executive summary is usually written last, after you have analyzed, wordsmithed, and ironed out the details of your plan. So, once you have the meat of your plan written, come back to this section and write your executive summary.

The executive summary should briefly cover:


  1. Market Overview
  2. Competitive Overview
  3. Product Overview
  4. SWOT (Strengths, Weaknesses, Opportunities and Threats)
  5. Goals and Objectives
  6. Strategies
  7. Action Plan and Implementation Schedule
  8. Evaluation Methods