Write a one-page marketing strategy your team can actually use

Why a one-page strategy beats a long deck

Long decks gather dust. A one-page strategy forces clarity, travels easily, and anchors every decision from budget to briefs. It helps founders and marketing leads keep teams, partners, and stakeholders aligned without constant re-explanation.

This playbook shows you how to write a one-page strategy that sets direction, chooses priorities, and links to a simple operating rhythm. It works for founder-led and mid-market companies where speed and focus matter.

What your one-pager must include

• Positioning and promise. A short statement that defines who you serve, the problem you solve, and why you win.
• Audience focus. The segments that matter this year and the jobs they are hiring you to do.
• Commercial outcomes. One to three business results for the year, expressed as measurable outcomes.
• Quarterly goal. One sentence for the next quarter that ladders into the annual outcomes.
• Top five initiatives. The projects that will move the quarterly goal, with owners.
• Budget envelope. Split by objective such as awareness, acquisition, and retention.
• Scorecard. Five KPIs with targets and owners.

For a deeper dive into the full plan, see what a complete marketing strategy should include.

Step-by-step: write your one-page marketing strategy

Step 1. Clarify positioning and audience

Write two sentences. First, who you are for and the value you deliver. Second, why you are credibly different. Avoid vague adjectives. Use proof such as customer results, product capabilities, or unique access.

For audience behaviour inputs, review credible sources like Ofcom’s Online Nation and Think with Google insights.

Step 2. Set annual outcomes

Pick one to three measurable outcomes such as qualified pipeline growth, average order value lift, or gross revenue retention. Keep them few so trade offs are possible when constraints appear.

Step 3. Choose the quarterly goal and priorities

State one quarterly goal that ladders into the annual outcomes. Choose five initiatives max to move it. Score with RICE, then layer Cost of Delay to respect seasonality and deadlines. If you need a method, read how to decide your marketing priorities.

Step 4. Allocate the budget envelope

Split spend by objective first, not by channel. A simple starting point is a 60, 30, 10 split across awareness, acquisition, and retention, then adjust for your stage and sector. Ring fence 10 to 15 percent for controlled tests. Protect a minimum for brand building so demand does not collapse in six months. For context, see HubSpot’s budgeting guidance and industry discussion in Marketing Week.

Step 5. Define the scorecard

Choose five KPIs, one per category, for awareness, acquisition, conversion, retention or value, and efficiency. Write the definition, source, cadence, target, and owner for each. For a template, use build a marketing scorecard.

Step 6. Set the operating rhythm

Lock a weekly standup, a monthly performance review, and a quarterly reset. Use the one-pager in each meeting to drive decisions. If you need a model, read build a simple marketing operating rhythm.

Template you can copy

1. Positioning and promise. Two sentences that state who you serve and why you win.


2. Audience focus. Priority segments and the jobs they hire you to do.


3. Annual outcomes. One to three measurable results with targets.


4. Quarterly goal. One sentence for the next quarter.


5. Top five initiatives. With owners, budgets, and success metrics.


6. Budget envelope. Split by objective with a test fund.


7. Scorecard. Five KPIs with definitions and owners.

Common mistakes to avoid

• Writing for approvals rather than action. Keep the language plain and the length short.
• Listing too many priorities. If everything matters, nothing moves.
• Skipping the budget envelope. Without it, your plan becomes a wish list.
• Leaving owners off the page. Accountability must be visible.

Make it real in your team

Publish the one-pager where everyone can find it. Review it every month, and update only at the quarterly reset. Use it to brief agencies so execution matches intent. If you need help with briefs, read how to brief your marketing agency for success.

Related guides and references

Explore the fuller strategic view in what a complete marketing strategy should include, keep cadence with build a simple marketing operating rhythm, and prioritise with how to decide your marketing priorities. External inputs include Think with Google insights, planning context in HubSpot’s marketing budget guides, and industry coverage from Marketing Week.