In this practical and widely adopted tool, Professor Malcolm McDonald presents a structured way to evaluate the quality and completeness of any marketing plan. Whether you’re preparing your own or reviewing someone else’s, this grid helps you spot what’s missing — and guides you toward a commercially viable, customer-focused document.
The grid outlines each component of a world-class marketing plan and ranks its maturity on a five-level scale — from vague or generic (Level 5) to detailed, customer-led and financially justified (Level 1).
What It Covers
The grid breaks down marketing plans into the following elements:
- Mission and purpose
- Financial summary
- Market overview and segmentation
- SWOT analysis of key segments
- Portfolio summary (segment classification)
- Objectives and strategies (with DPM charts)
- Budgets tied to strategy
What “Good” Looks Like
- Segment-based planning — not just sectors or product groups
- Quantified value propositions by segment
- SWOTs scored and weighted relative to competitors
- Financial projections tied directly to strategy (productivity, market share, growth areas)
- Strategic clarity — not just financial optimism
Bonus Framework – The Profitable Growth Process™
- Define markets – Map needs and decision-making journeys
- Develop the value – Quantify what makes you different
- Deliver the value – Activate strategy across functions
- Demonstrate the value – Track and prove business outcomes
Quote
“A marketing plan is not a financial forecast with some ‘4Ps’ added — it’s a customer strategy with a business case.” – Professor Malcolm McDonald
Download the Full Evaluation Grid
This summary outlines the tool — the full PDF includes the complete grid with scoring guidance, definitions, and additional commentary on The Profitable Growth Process™.