Annual marketing planning software
Build data-backed marketing plans tied to your business goals
Allocate budgets confidently and justify decisions using the best marketing planning software, Keen.
Leverage AI-powered MMM, predictive forecasting, and scenario planning in one platform.
The marketing annual planning software built for revenue impact
Create annual plans with forecasted performance based on your marketing efforts.
Forecast ROI before campaign launch
Estimate revenue and efficiency by channel, campaign, or tactic using MMM and elasticity models.
Allocate budgets with channel-level insights
Identify where to invest your marketing budget based on marginal and incremental returns.
Model multiple scenarios in seconds
Compare budget and campaign performance outcomes across different investment options.
Present plans that win executive approval
Get clean, explainable plans with transparent assumptions and forecasts.
Take a tour of Keen’s marketing planning tool
See how Keen’s marketing planning solution helps you advocate for your budget and communicate the effectiveness of your marketing strategies.
Planned and optimized $7.5B+ in marketing budgets
Keen is the go-to marketing campaign planning software of leading brands worldwide.
A faster way to build and adapt your marketing plan
Set targets, forecast performance, and build plans in a single marketing planning software.
1. Enter your marketing objectives
Define your business goals up front to align your entire plan around measurable outcomes.
2. Generate your predictive model
Keen builds a custom ROI model based on your marketing mix and historical performance.
3. Explore investment scenarios
Compare budgets and forecasted outcomes by channel, tactic, or campaign before finalizing your plan.
4. Finalize and share your plan
Download the annual plan with clear assumptions, ROI forecasts, and visual breakdowns for stakeholders.
The best annual planning software for ROI-focused teams
Keen is the only marketing planning software solution that can give your team fast and accurate readings on your marketing performance metrics.
Marketing elasticity engine
Trained on over $7.5B in media investments, Keen’s patent-pending MEE quantifies the true incremental impact of each channel, helping you allocate spend where it drives the most ROI.
Brand-specific forecasting model
Your forecasts are custom-built using your funnel, financial model, and performance history, so every plan reflects your actual business dynamics.
Performance optimization
Model budgets across paid, organic, and offline channels in one system, with ROI forecasts and elasticity curves for each, so you can plan holistically and optimize spend at every level.
Annual planning resources
Ready to build your next annual marketing plan?
See how the best marketing planning software helps you back your investment decisions with data. Justify your budgets, secure leadership buy-in, and drive measurable results.
FAQs
Find answers to common questions about annual marketing planning and gain insights to help you manage this process better.
What is a marketing planning tool?
A marketing planning tool is software that helps you build, organize, and evaluate marketing plans. It brings together performance data, budget allocation, and forecasting capabilities in one system, so you can make strategy decisions before campaigns go live.
AI marketing planning tools like Keen go further by using advanced machine learning to predict ROI and guide smarter planning decisions.
What should I include in my annual marketing plan?
Your annual marketing plan should include:
- Business and marketing objectives tied to revenue
- Target audiences or segments for each campaign
- Marketing budget allocations by channel, campaign, or tactic
- Performance forecasts, including ROI projections
- Campaign timeline by quarter
- Scenario models to compare different investment options
- Clear assumptions and marketing KPIs for tracking success
How do I set up a marketing plan?
The fastest way to set up a marketing plan is with a dedicated planning tool like Keen. Instead of manually piecing together goals, budgets, and forecasts, you can create your plan by simply:
- Uploading past performance data
- Inputting your marketing objectives
- Modeling scenarios using the tool
- Exporting a ready-to-present plan with forecasts and visual breakdowns
Is there a free trial of Keen’s annual marketing planning solution?
Yes, there’s a free trial of Keen’s marketing planning solution. Start yours and build your first plan with Keen.
How long will the implementation of Keen’s annual planning software take?
Most teams can implement Keen in under two weeks. Our self-service setup requires minimal customization. As soon as you upload historical performance data, the platform will build your predictive model automatically, and you can create your first marketing plan.
How accurate are the forecasts from Keen’s marketing planning solution?
Keen’s forecasts are highly accurate and within a 4% margin of error, thanks to our Marketing Elasticity Engine, which combines your historical data with category-informed priors and machine learning to generate predictive models.
The high level of forecast accuracy is validated through real-world performance: the platform continuously updates based on new data, incorporates lift tests and A/B results, and refines assumptions over time to ensure tight alignment with actual outcomes.
Does Keen integrate with other marketing platforms?
Yes, Keen integrates with a wide range of marketing platforms to streamline your planning and forecasting process. You can integrate with:
- Customer data platforms, like HubSpot and Klaviyo
- Data warehouses, including AWS, Snowflake, and Azure
- Data connectors, such as TapClicks, Tracer
- Programmatic platforms, like The Trade Desk, MediaMath
- Ad publishers, including Meta, TikTok, and more
In total, Keen’s Marketplace offers over 275+ integration options. And if your MarTech stack isn’t listed, we provide custom integration support. Just submit an integration request, and our team will help connect your tools.