Planning Feed

Funnel Radio Line-up Oct 26, 2017

 Full schedule today. David Lewis kicks us off at 9:30 am Pacific with his guest, Daniel Day.

  • How ABM fosters tighter alignment between Sales and Marketing
  • The process for establishing targets for sales teams
  • Why ABM can be easier for driving growth than traditional demand generation

Some of these topics covered on the other shows include: It’s Budget Time and this year may be different for many marketers as expectations of “marketing revenue management” have increased. The 5 Step Model for Operationalizing an SPB&M. Also, Why is marketing automation important to any (IT) organization? Jim has a candid conversation with Lars Helgeson CEO of GreenRope. He discusses what he learned from rejection, over-coming resistance, and why he needed to build partnership with employees as well as the external partnerships so important in building a business. Matt's guest is Maureen Ezekwugo getting you on track to take your sales career to the next level. Points include: Four traits or skills needed to make it in sales management AND How to position yourself for the next opportunity to advance your sales career.

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Those that plan for the future grow, those that don't, don't.

Are  you planning yet for the new year?  Have you analyzed what worked and what didn't?  Are you just going to repeat what you did last year without a look back to how you served the quota needs of the salespeople or your distribution network? 

I guarantee the large companies are starting their planning, which is why they turned into large companies.   Those that plan for the future grow, those that don't, don't.   We think it is appropriate to give you the titles and links to past blog entries and articles from the SLMA Library that discuss planning for growth based on attending to the needs of salespeople's quota requirements. 

Is your Marketing Plan on a Napkin?

NapkinDo you have a real marketing plan or a nasty napkin substitute? 

Why it’s Important:

"Companies without a marketing plan are disadvantaged, they never know where they are going, the cause of the outcome or when they arrived."

Sales Lead Management Association

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Do you have your Business Continuity Plan in place?Save

If you work for a company, there should be a plan in place, and you should know where it is and what your role is in the plan. This is one of the most overlooked pieces of information and documentation for small companies. Large corporations are required to have Disaster Recovery or Business Continuity Plan in place. Some clients require it, as well as financial institutions. They want to know you and/or your company has a plan if something really bad happens.

What happens if you get hit by a bus?

If this is your company, you need this documentation in place because you have staff relying on your

Continue reading "Do you have your Business Continuity Plan in place?" »

 

Is your marketing plan based on a sales lead forecast?

Never Give UpStarting January 1, if you have a calendar business year, you should have a new marketing plan with SWOT, Goals, Objectives, Strategies, and Tactics. The plan must be based on a sales forecast by product. It should state how many inquiries by product will be essential to make forecast and the sales quotas.

Each tactic should clearly state how many raw inquiries and qualified leads you will create to make forecast (if the tactic is lead gen based).

Budgets should reflect two approaches:

Continue reading "Is your marketing plan based on a sales lead forecast?" »

  

Never Underestimate the Power of Planning

Tom and I met at a Sushi restaurant yesterday, something we’ve done once or twice a year since I consulted with his company on sales/marketing and planning several years ago.   Tom is his company’s VP of Operations, and we try to meet regularly to discuss the company’s progress, but we had not had a meaningful discussion in nine months.

Continue reading "Never Underestimate the Power of Planning" »


Is your Marketing Plan on a Napkin?

Do you have a real marketing plan or a nasty napkin substitute? 

Why it’s Important:

"Companies without a marketing plan are disadvantaged, they never know where they are going, the cause of the outcome or when they arrived."

Sales Lead Management Association

Tweet This

Continue reading "Is your Marketing Plan on a Napkin? " »


Is your marketing plan based on a sales lead forecast?

IStock_000075370299_Large (3)Starting January 1, if you have a calendar business year, you should have a new marketing plan with SWOT, Goals, Objectives, Strategies, and Tactics. The plan must be based on a sales forecast by product. It should state how many inquiries by product will be essential to make forecast and the sales quotas.

Each tactic should clearly state how many raw inquiries and qualified leads you will create to make forecast (if the tactic is lead gen based).

Budgets should reflect two approaches:

Continue reading "Is your marketing plan based on a sales lead forecast?" »


A Story: How a Marketing Manager Learned to Build a Demand Creation Plan Based on Sales Quotas

IStock_000018180137Small“How do you know,” I asked the marketing manager, “how much money to spend on marketing, and how many inquiries and leads to produce?”

Continue reading "A Story: How a Marketing Manager Learned to Build a Demand Creation Plan Based on Sales Quotas " »


Do you have your Business Continuity Plan in place?

If you work for a company, there should be a plan in place, and you should know where it is and what your role is in the plan. This is one of the most overlooked pieces of information and documentation for small companies. Large corporations are required to have Disaster Recovery or Business Continuity Plan in place. Some clients require it, as well as financial institutions. They want to know you and/or your company has a plan if something really bad happens.

What happens if you get hit by a bus?

If this is your company, you need this documentation in place because you have staff relying on your

Continue reading "Do you have your Business Continuity Plan in place?" »


Never Underestimate the Power of Planning

Tom and I met at a Sushi restaurant yesterday, something we’ve done once or twice a year since I consulted with his company on sales/marketing and planning several years ago.   Tom is his company’s VP of Operations, and we try to meet regularly to discuss the company’s progress, but we had not had a meaningful discussion in nine months.

Continue reading "Never Underestimate the Power of Planning" »


Is your marketing plan based on a sales lead forecast?

“Sales leads create sales in direct proportion to follow-up.”

James Obermayer - Sales Lead Management Association

Starting January 3rd, if you have a calendar business year, you should have a new marketing plan with SWOT, Goals, Objectives, Strategies, and Tactics. The plan must be based on a sales forecast by product. It should state how many inquiries by product will be essential to make forecast and the sales quotas.

IStock_000018337527XSmallEach tactic should clearly state how many raw inquiries and qualified leads you will create to make forecast (if the tactic is lead gen based).

Budgets should reflect two approaches:

1. A branding budget (no forecast of sales leads).

2. A lead generation budget with a forecast for the number of inquires (by tactic) and the raw cost of an inquiry, qualified lead and closed lead.

(Image from iStockPhoto.com)

The forecast should include a calendar with the number of inquiries you expect to generate by month with an increasing number of inquiries preceding the expected increases in sales by at least three months (the inquiry count should be an upward slope preceding the expected upward slope in sales).

 

Eight Steps for successful creation of a marketing plan from the Sales Lead Management Association:

1. Forecast Sales by product, by month and quarter.

2. Forecast inquiries or qualified leads to achieve quota (quota is often different than a sales forecast).

3. Create a professional marketing plan: SWOT, Goals, Objectives, Strategies and Tactics (detailed lead generation forecast).

3. Measure each lead generation tactic for quantity and cost: raw inquiries, qualified leads, closed leads (sales) and sales lead follow-up.

4. Repeat what works!

5. Scrap what doesn’t result in sales unless there is a good branding strategy for the decision.

6. Review the plan monthly.

7. Have the courage to change, delete and add tactics.

8. Plan your work and work your plan. Monthly plan reviews are mandatory.

Remember Field Marshal Helmuth von Moltke said "No plan survives contact with the enemy.” Your plan won't either in its entirety, but without a plan you have not given your business any forethought; you are just responding emotionally to everyday demands with no thought of the future.

And lastly, remember, "A high percentage of sales leads followed-up by you will buy from you, what isn’t followed-up buys from your competitor."