Map the journey
Set the stages a buyer moves through, left to right, and the trigger that moves them between each one.
Marketing planning for B2B teams
Deliverables + Action =
it all adds up.
One board for the whole plan. The buyer journey runs across the top, every marketing workstream runs down the side, and each activity has a stage, a message and an owner.
Stages · Triggers · Lanes · Owners
Awareness, Lead, Marketing qualified lead, Sales accepted lead, Sales qualified lead, Opportunity, Sales process, Advocate
The problem
Most marketing plans are a list of tasks.
A task list says what is due. It does not say which buyer it is for, what they need to hear, or what should happen next. So output goes up and pipeline stays flat.
You'll recognize the signs
- P-01Content ships, but nobody can say which stage it serves.
- P-02The calendar is full and the buyer journey still has gaps.
- P-03Sales and marketing plan in different documents.
- P-04Every quarter starts with a blank spreadsheet.
How it works
One board. Every move accounted for.
Start from the B2B template or from the base journey, then build it out with your team.
Name the message
Write what each stage needs to hear once. Every deliverable in that column carries it.
Lay out the lanes
One lane per stream of work: content, sales enablement, events, paid. Each runs the full journey.
Give it an owner
Every activity has a team, a status and the buyer move it is meant to cause. Gaps show up on their own.
What would your board show you?
Map your journey, add your lanes, and see where the plan has gaps.