Strategic Marketing Plan

Create a Marketing Strategy to win

Get a 12 month Marketing Plan to execute

Move the revenue needle

It’s time to stop Random Acts of Marketing

There are a lot of things you CAN do to market your company.

And there is no lack of advice from marketing agencies and consultants about which ones are popular, trending and have worked for others.

But, here’s the problem:

  • What worked for others may not work for you

  • Agencies tend to only recommend solutions that their team can execute

  • The “strategy” the recommend is usually an implementation schedule and plan

  • Their analysis tends to only include traffic generation, online competitors and conversion optimization

  • Besides marketing, they usually don’t get input from sales, customer support, human resources, or product development

The result is a disjointed and siloed marketing plan that is not integrated with the rest of your company.

To stop random acts of marketing

you need a

Strategy and a Plan

Strategy

Having a strategy means making choices on the:

  • Goal of marketing (and it should be aligned with your sales goals)

  • Target Audience

  • Clear choices on which Discovery and Research channels to focus on

  • What organizational capabilities are required?

  • What technology and integrations are needed?

A Strategy is making a number of difficult choices and hard decisions on where to focus your limited resources that will have the best chance of winning.

The challenge with strategy is that it often requires changes to:

  • Business Processes

  • Technology Stack

  • Roles and Responsibility

But without these changes, you cannot expect any meaningful improvements in the performance of your marketing department.

Plan

Having a plan means you have a:

  • Budget

  • Timeline

  • Roadmap

  • Internal Marketing Resources assigned

  • External Vendors Seleced

  • Dashboards and KPIs

  • Schedule sprints for continuous improvement

A plan is the tactical implementation of the strategy where you allocate people and technology to execute the marketing campaigns.

Quite often, companies only have a marketing plan and not a strategy.

The Solution:

Create the Strategy

then

the Plan

The solution is to first work with multiple departments leaders including

  • Marketing Manager

  • Sales Manager

  • Customer Support Lead

  • Product Development Lead

  • Production Management Lead / Operations Lead

By including the leads from these major departments, I am able to get a holistic and integrated view of what your marketing strategy should be.

I then work with your Marketing Lead and Outside Marketing Agency to create a 12 month execution plan.

Depending on the complexity and the amount of program management needed, I stay on for 12-24 months to help with the change management and process improvement.

Here is how Strategic Marketing Plan Works

  • Weeks 1-3

    Review and analyze current marketing activities.

    • Website Performance

    • Marketing Strategy / Plan

    • Target Audience

    • Marketing Tactics

    • Marketing Assets

  • Weeks 2-4

    Review and analyze current sales processes & assets.

    • CRM

    • Deal Stages

    • Sales Assets

    • Sales Quota / Goals

    • Sales Schedule

  • Weeks 4-6

    Create the Buyer Persona Playbook

  • Weeks 7-8

    Meet with department leads from

    • Sales

    • Marketing

    • Customer Support

    • IT

    • Logistics / Operations

    Identify Technology Stacks (CRP, ERP, Customer Service, Logistics) and integration points

    Document handoff processes and sharing of data

  • Weeks 8×10

    Compile and analyze all information to create Marketing Strategy Document.

    Validate and socialize with Department Leads.

  • Weeks 10-12

    Work with marketing and sales manager to create the Marketing Plan

    • Budget

    • Timeline

    • Goals

    • Roadmap

  • Weeks 10-14

    Identify what roles are needed to execute the plan

    Assign internal roles

    Revise performance and capabilities of existing agency.

    Secure new external vendors if needed.

  • Weeks 15-16

    Create KPI dashboards for performance monitoring.

    Create governance process for issues and risk.

    Establish communication cadence between Sales, Marketing and external vendors.

  • Weeks 17+

    Execution of strategy with internal resources and external vendors

    Work with department heads on change management and process improvements

    Monthly / Quarterly meetings for analysis and improvements

Who needs a Strategic Marketing Plan

The Strategic Marketing Plan is designed for companies who are tired of executing random acts of marketing that fail to deliver results.

    • Manufacturing

    • Wholesale

    • Distributors

    • e-commerce

  • Buyer Persona Playbook

    Buy-in from Key Stakeholders

    Organizational capability requirements

    Technical & System requirements

    12 month roadmap

  • 12-24 months

  • $8k to $15k per month

    Monthly contract