Posted by: johnocunningham | December 15, 2012

‘Tis the Season for a New Year’s Marketing Plan

Ah, at long last – year-end is here – a good time for family, friends, and spreading good cheer… and for business, a good time to plan for more good cheer in 2013.

A solid sales and marketing plan can help you to build on past success, giving you a road map of where you want to go in the future, and providing you with a sense of mission and purpose. It should also give you confidence by providing a well-concocted plan to accomplish your mission, and by helping to coordinate individual and team efforts, while providing a gauge for measuring individual and team achievements against step-by-step goals for accomplishing your mission.

Among other things, your new year’s marketing plan should provide you with:

  • Clear and measurable objectives;
  • A strategy for attaining those objectives; and
  • A rough outline of the tools and tactics your team can use to carry out the strategy.

The third point is important because you cannot give your team a mission without the means to accomplish it. Of course, the team members should help in developing the list of tools and tactics they want to utilize to carry out the strategy, but management will need to provide a sense of the budgetary parameters within which the team must operate.

A good marketing plan should also be developed with the following fundamentals in mind:

  • What you really want to do that is new;
  • What you really want to do more that you already do; and
  • Who you really want to do it for.

Once you have that figured out, then you just need a plan for how to identify and connect with those decision-makers who can help you to do:

  • That which is new for you; and
  • That which you already do, but want to do more.

Finally, you need an operational plan that will deliver on the promises you make to land the business you want. Basically, you just need to figure out how to serve your existing and prospective clients better than anyone else in the defined service spaces that you have decided to occupy. That should give you plenty of purpose and energy for the year ahead !


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