An action plan template is a means of developing a pathway to achieve a specific goal. Physical templates can be purchased or located on the Internet. Most are composed of Excel spreadsheets where you enter interim steps to achieve a particular goal.
Marketing plan templates are developed by people who have achieved success online. They capture the lessons the author has learned along the way and save you the time, cost and effort required to develop your own. Once you have mastered a particular marketing plan approach, you can then expand by refining the template you have used or by adopting another template that might be more suitable for the marketing of a different product or service.