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Napkin Marketing Plans are so Yesterday

Do you have a 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


Does senior management actually think that its products are so good that they sell themselves without a marketing plan? Sooner, rather than later, this philosophy will fail and you will have competitors that will succeed by out-marketing and out-selling you. 

A marketing plan is not:

  • Scribbles on a napkin
  • Last years plan
  • Without a Strength, Weaknesses, Threats and Opportunities analysis SWOT
  • A list of tactics
  • A budget or a percentage of sales

A real marketing plan has:

  • A SWOT
  • Goals: A desired future condition:  Its criteria is “a time frame which is long range, (3 to 5 years) and expressed in qualitative or quantitative terms
  • Objectives:  Desired results, specific in nature, limited by time (6 months to one year)
  • Strategies: A plan of action to achieve an objective, a statement of broad tasks or activities to achieve an objective
  • Tactics: Detailed programs or specific activities, methods to implement the strategy.
  • A marketing budget
  • Lead Generation projections based on quota needs

A real Marketing plan is:

  • Reviewed monthly
  • Changes as marketing conditions change

If you don’t have a marketing plan with A  Goal, Objectives, Strategies and Tactics, it’s never too late.   Make sure the plan has a lead generation component (spreadsheet which is campaign based) tied to the sales forecast.  Assign tactics to individuals with a date for completion. 


Is your marketing plan based on a sales lead forecast?

Never Underestimate the Power of Planning


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