I ask you, can marketing’s performance be tied to revenue? Finally, the answer is yes and it’s essential to do so to change marketing’s perception from a cost center to revenue generation.
Do you have a marketing plan or a nasty napkin substitute?
Why it’s Important:
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.
Subtitle: How to identify Your High-Value Prospects-Before You Run a Program
Published by/Authors: Dan McDade CEO of PointClear
Gated: Yes – a small gate
Have you ever wondered if Giraudoux’s famous saying, “Only the mediocre are always at their best," pertains to you?
“It isn’t what you can do for me,” Tom said. “It’s what can I do for you. While I’ve only been on the job for a few weeks, maybe there is something Marketing needs to do for you,” he said with a bemused smile.
At the end of another blog entry (one of the best read) titled “All know the way; few actually walk it. ~Bodhidharma,” I quoted Giraudoux’s famous saying, “Only the mediocre are always at their best.”
As typically happens when we read something like this, we assume “the mediocre” is always someone else. It’s certainly not us.
Digital Marketing overall has a growing interest for us. As such we are looking at salaries for these positions. We will search out salaries and job descriptions and conduct interviews on SLMA Radio (Live) and podcasts about digital marketing management.
Why it's Important
SLMA's interest lies in measurement of marketing because we believe if you can't measure it you can't manage it.
Our last salary post about digital marketing is this one:
This Podcast Answers:
Have we dehumanized marketing? We talk with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your have we dehumanized marketing?
Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and our budgets. Metrics, measurement, and milestones are the vocabulary of today, but does that mean awareness, engagement and loyalty no longer matter? In our focus on big data and data science, have we dehumanized marketing? Today we talk with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence and infuses the soul of marketing.
ABOUT THE GUEST – SUSAN EMERICK