How to Build a Joined-Up Marketing Plan That Drives Effectiveness in 4 Steps
The Problem: Marketing Planning is Fragmented
Despite best intentions, many marketing teams still work in silos—brand, media, digital, insights, and content teams all creating plans in isolation, with no joined-up marketing plan and integration process. This leads to:
❌ Disjointed strategies
❌ Missed opportunities
❌ Slower delivery
👉 According to the WFA’s Global Marketing Capabilities Report, only 28% of marketers feel their planning is well-aligned across functions.
What a Joined-Up View Really Looks Like
An integrated marketing planning platform creates:
✅ One source of truth – aligned activity plans and timelines
✅ Cross-functional visibility – everyone sees the whole picture
✅ Real-time insights – data-informed decisions at pace
✅ Agility – It is easy to shift focus as priorities evolve📈
Example: A global FMCG brand introduced a shared platform linking campaign plans to commercial goals. They saw a 15% increase in speed to market and greater cross-regional alignment. Source WFA – Measuring Capability Impact 2024
Recommended Marketing Planning Platforms
There are loads of great tools out there to help facilitate joined-up marketing planning within your team:
Marmind – The crème de la crème of planning tools and one of our partners. Combines plans, budgets and results into one platform, giving you complete visibility of your plans from inception through to delivery
Airtable – Visual, flexible, great for campaign calendars
Monday.com – Customisable workflows across functions
Miro – Strategic alignment and visual planning
Power BI or Google Data Studio – Link plans with real-time dashboards
🔑 Tip: Tech alone won’t solve the problem. Teams need training, accountability, and clear planning rituals.
4 Steps to Create a Joined-Up Marketing Plan
- Audit your current planning landscape
➤ What tools are being used? What’s duplicated or missing? - Define your planning essentials
➤ Agree on shared timelines, objectives, and KPIs - Start with one campaign or team
➤ Pilot the new process, get feedback, then scale - Build rituals for consistency
➤ Weekly check-ins, monthly reviews, and platform hygiene
Why This Improves Marketing Effectiveness
An integrated planning approach boosts:
🚀 Speed to market
🤝 Cross-team collaboration
📊 Performance tracking and decision-making
When everyone is aligned, marketing becomes more efficient and impactful.
👋 Ready to Ditch the Silos?
If your marketing planning still feels fragmented, we can help. We collaborate with marketing teams through The Engine Room to develop platforms, processes, and capabilities that drive genuine effectiveness.
