Build a Winning Marketing Plan that drives real results.

An eight-week course designed to equip current and aspiring B2B marketing leaders with the skills and frameworks to craft a winning marketing plan for their business.

Coming Spring 2025

Join the Waitlist!

Are you ready to build a B2B marketing plan that drives real business results?

If so, you're in the right place!

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This course is perfect for...
Marketing Executives looking to elevate their strategic marketing plan and empower their team with a roadmap to achieve substantial growth.  
Aspiring Marketing Leaders eager to sharpen their strategic thinking and prepare for their next career advancement.
Mandy Walker teaching her 'Building a Winning Marketing Plan' course on a laptop, providing insights and strategies for B2B marketing leaders.

But above all else...
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You will be empowered with the knowledge and confidence to elevate your marketing team into a revenue-generating powerhouse.

You'll gain the blueprint to transition from activity-based efforts to results-driven strategies, transforming your team into a driving force that excites and delivers exceptional value for your entire organization.
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By the end of the program, you will have..

01
Crafted a Comprehensive 12-Month Marketing Plan
02
Conducted a Thorough Situational Analysis
03
Set Clear, Measurable Marketing Goals
04
Developed a Strategic, Detailed Execution Plan
05
Secured Executive and Stakeholder Buy-In
06
Implemented Internal Communications & Systems

What's Included in the Course?

B2B marketer engaging with Mandy Walker's online course, focused on personalized marketing plan development.
8 Self-Paced Modules
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Dive into 8 comprehensive, self-paced modules that guide you through every step of building an impactful marketing plan with actionable insights and expert strategies.

Computer screen displaying over 10 marketing plan resources and templates provided by Mandy Walker in her online course, designed to aid B2B marketing leaders.
10+ Marketing Plan Resources & Templates

From a master marketing plan template to a situational analysis framework and sample feedback surveys, you'll have access to 10+ tools and resources to help you build an effective marketing plan.

B2B marketing executive smiling while participating in a 1:1 coaching session with Mandy Walker.
Group Coaching Sessions
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Whether you're stuck in a particular planning phase, seeking feedback on your plan, or just curious to hear how your peers are approaching their plans, you're invited to join our group coaching calls twice a month.

What it's like to work with me.

Mark Feldman, CEO, professional headshot sharing a testimonial about Mandy Walker's contributions to marketing leadership.Irini Topi, Sr. Digital Marketing Manager, professional headshot providing a testimonial about Mandy Walker's impactful marketing leadership.Beth Gilfeather, CEO, professional headshot offering a testimonial on the effectiveness of Mandy Walker's marketing strategies.
"I had the privilege of working with Mandy at 2 companies. At Motion, she recruited, led, and managed a high performing marketing team of 25 that consistently looked up to her, and many have grown into senior marketing leaders. At RevenueBase, she had a unique ability to combine data-driven decision-making, creativity, and hands-on execution to deliver exceptional top of funnel and revenue results. Both at Motion and RevenueBase, her team delivered outsized results to the business. Her leadership and ability to develop talent make her an invaluable asset to any organization or team member. I highly recommend working with Mandy!"
Mark Feldman -  CEO
"I can wholeheartedly say Mandy has been the most influential person in my career. She taught me a lot and changed my approach to leadership for the better... While her core strengths revolve around data-driven strategic planning, sales/marketing alignment and ROI campaign orchestration, the skill that impresses me the most is her people intelligence."
Irini Topi - Sr. Digital Marketing Manager
"Mandy Walker was a pivotal member of the leadership team as our Marketing Executive and helped us to navigate the challenges associated with multiple large acquisitions, rapid growth of the business, and the ongoing organic evolution of our online marketing strategies. Highly recommend!"
Beth Gilfeather  -  CEO

Course Structure

Icon representing Module 1: Introduction to Marketing Planning, covering the foundation of modern marketing responsibilities and effective planning strategies.
Course Introduction
Icon representing Module 2: Marketing Landscape Review, focusing on analyzing industry trends, competition, and internal marketing performance.
Marketing Landscape Review
Icon representing Module 3: Vision & Goal-Setting, emphasizing the creation of actionable marketing goals aligned with broader business objectives.
Vision & Goal Setting
Icon representing Module 4: Strategy Ideation & Planning, detailing the process of selecting effective strategies, campaigns, and channels to achieve marketing goals.
Strategy Ideation & Planning
Icon representing Module 5: Execution Blueprint, focusing on developing comprehensive plans for resourcing, budgeting, and actionable marketing roadmaps.
Execution Blueprint
Icon representing Module 6: Securing Buy-In, addressing how to engage stakeholders and manage the approval process for marketing plans.
Securing Executive Buy-In
Icon representing Module 7: Plan Implementation, covering the design of internal communication plans and systems for successful marketing execution.
Plan Implementation
Icon representing Module 8: Agile Marketing, focusing on adapting marketing plans to changing circumstances and incorporating feedback for ongoing success.
Adapting Plan for Success

Introduction to Marketing Planning

We’ll kick things off with a solid foundation in modern marketing planning. We’ll explore what today’s marketing teams are responsible for, what makes a marketing plan truly elite, and the strategies that make planning effective.
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During this session, we'll cover: 
The evolving role and scope of modern marketing
What a top-tier marketing plan consists of
Strategies for effective marketing planning

Marketing Lanscape Review

Get ready to dive deep into your current marketing and business landscape! We’ll focus on how to analyze industry trends, evaluate your competition, and thoroughly assess your internal marketing performance. 

During this session, we'll cover:
Conducting thorough internal and external research
Performing a comprehensive marketing performance review
Even about the hard things

Vision & Goal-Setting

It’s time to identify your company’s big-picture objectives and turn them into actionable marketing goals! We’ll walk through how to set both qualitative and quantitative marketing goals, create relevant KPIs, and ensure your goals align with broader business objectives. Plus, we’ll discuss how to work seamlessly with other departments in goal-setting.

During this session, we'll cover:
Creating marketing goals that align with business objectives
Collaborating with other departments for effective goal-setting
Developing leading indicators and KPIs for each goal

Strategy Ideation & Planning

With your marketing goals defined, it’s time to strategize how to achieve them. In this session, we’ll break down the differences between strategies, campaigns, programs, and channels, and guide you on selecting the best ones to reach your objectives effectively.

During this session, we’ll cover:
Differentiating between strategies, campaigns, programs and channels
Selecting the most effective approaches for your goals
Aligning your strategic planning with markting objectives

Execution Blueprint: From Strategy to Action

Now that you’ve pinpointed the key strategies to achieve your marketing goals, it’s time to delve into the specifics of execution. This session will cover the essential components needed to turn your strategies into action, including crafting a resourcing plan, building a goals-based budget, aligning team responsibilities, developing a bottom-up marketing forecast, and creating a detailed roadmap.

During this session, we’ll cover:
Develop a comprehensive resourcing plan
Building a goals-based budget
Aligning your team's roles with your objectives
Creating a bottom-up marketing forecast
Constructing a detailed, actionable marketing roadmap

Securing Buy-In: Gaining Plan Approval

Securing executive approval is a crucial step. We’ll walk you through how to engage key stakeholders, manage the approval process, and ensure alignment with those who may not need to sign off but should be on board. This session will help you navigate this important phase with confidence.
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During this session, we’ll cover:
Identifying and engaging key stakeholders for approval
Managing the approval process with your exec team
Aligning non-signatory stakeholders with your plan

Plan Implementation & Operational Readiness

With approval in hand, it’s time to set the stage for successful execution. We’ll help you design an internal communications plan, set up the necessary systems and operations, and implement reporting mechanisms to track progress and ensure your team stays accountable.
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During this session, we’ll cover:
Designing an internal comms plan to align your team
Setting up systems and operations for your plan execution
Establishing reporting mechanisms for tracking progress

Agile Marketing: Adapting Your Plan for Success

In the ever-changing business world, staying agile is essential. This course will teach you how to adapt your marketing plan as circumstances evolve. We’ll explore when and how to make adjustments, recognize when a pivot is necessary, and know when to stay the course.
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During this session, we’ll cover:
Assessing when and how to modify your marketing plan
Recognizing signals that indicate a need for change
Incorporating feedback and new info into your plan
Marketing Planning Academy

Transform your marketing function into a revenue-generating powerhouse by mastering how to build a winning marketing plan.

8 On-Demand Modules
Group Coaching
1:1 Plan Feedback
10+ Frameworks, Templates and Resources
Lifetime Access
$497
Join the Waitlist

Frequently asked questions

How do I know if this course is a fit for me?

This course is ideal for B2B marketing professionals—whether you’re a current leader or an aspiring one—looking to enhance your skills and elevate your strategic marketing approach.

What is the refund or cancellation policy?

We offer a full refund by Module 3 if you’re not satisfied with the first two lessons.

What if I can't attend a live session?

No problem! All live sessions are recorded and available in your login portal for on-demand viewing. Plus, we host weekly group coaching sessions for any questions you might have.

Can I access the course material after completing it?

Absolutely! You’ll have lifetime access to all course materials and updates, including the latest content and templates as they evolve.

Mandy Walker, B2B marketing leader and coach, smiling confidently in her professional headshot.SIA Global Power 150 Women in Staffing Award, recognizing Mandy Walker for her outstanding contributions alongside of other women in the staffing industry.

Meet Your Instructor

Hey, I'm Mandy - your partner in B2B marketing leadership.

I know what it’s like to feel the pressure of being a strategic marketing executive for your business. From scaling B2B companies to leading growth for SaaS startups, I’ve experienced firsthand what it takes to move the needle and deliver incredible marketing ROI. Now, I’m here to help you do the same. Whether you need a strategic marketing plan, expert coaching, or team training, I’ll bring the fresh perspectives, hands-on guidance, and proven frameworks that’ll help you lead with confidence.

When is the next Strategic Marketing Planning Academy?

The next Strategic Marketing Planning Academy is coming soon. Get on the VIP waitlist now and we'll send you FREE tools to elevate your marketing while you wait.
Join the Waitlist!
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