Well, it has been a long time coming, but it is finally here! I look forward to sharing some great ideas, observations, and marketing stories here on my blog.
It seems appropriate in my first blog to discuss what should be the first order of business in marketing – developing a strategic marketing plan for your organization. Whether it is a plan for the next quarter, or a plan for the upcoming year, it is essential to establish a plan that supports the goals of the overall business as well as the sales team. Here are the components that every marketing plan should include:
1. Executive Summary
2. Situation Analysis
3. Marketing Strategy
4. Tactical Plan
5. Financials
6. Controls
The first thing you read in a formal marketing strategy – the Executive Summary – is the last thing that you write within the plan. The Executive Summary should be an overview of the entire plan summed up in 2-3 paragraphs at most. This summary is a quick view of the business goals and the marketing plan to support the achievement of those goals.
You should take time and put a lot of thought into composing the Executive Summary. Often times, people reviewing your plan, may not make it any further than this area – and if you are using this plan to secure business funding, you want to make sure they dig deeper.
I will address the remaining sections over the next several blogs.
Thanks for tuning in!
