I am surprised at how few companies have a real marketing plan to guide their sales growth for the year. They spend from 3-20% of annual revenue on marketing, 6-20% on sales and they approach a new year with the attitude of pushing the "play" button from last year.
Using last year's failed strategies for the new year is the typical definition of insanity which is doing the same thing over and over and expecting different results.
Create a plan people! A plan needs a SWOT, Goals, Objectives, Strategies, Tactics and a Budget. Tactics require an ROI prediction, a time table for completion, and the name of the person who will complete the tactic. The tactics are divided into branding and lead generation. Lead generation tactics will have a sales lead forecast for total leads and marketing qualified leads. A sales estimate is included for each lead generation tactic. Go here to forecast an ROI for your lead gen tactics.
This cartoon is one of many that appears in Stu Heinecke's new book, "How to Get a Meeting with Anyone."
In How to Get a Meeting with Anyone, Heinecke explains how you can use your own creative Contact Campaigns to get those critical conversations. He divulges methods he’s developed after years of experience and from studying the secrets of others who’ve had similar breakthrough results—results that other marketers considered impossible, with response rates as high as 100 percent.