Keep your objectives to about one page.
Provide a brief description of your company, the markets you serve, the product/services you sell, and a high level description of the content you plan to include in this marketing plan.
a. High-level strategic & financial goals
Describe the high-level strategic & financial goals that you want to achieve.
b. Detailed Goals
In this section, break down your company’s annual goals into more specific, measurable goals that you will track. For example, you may break down your annual goals by product, by target market, by customer segment, renewals vs new accounts, etc. You may also want to break them into monthly or quarterly targets.
a. Competitive Positioning Strategy
In this section, describe your market, how your product/service solves problems, your value proposition and how you’ll position your value against your competitors.
For example, you might want to list your:
Strengths, Weaknesses, Threat and Opportunities
b. Brand Strategy
Describe your brand promise, what it means to prospects & customers, and the human traits you want to convey. Then explain how you’ll ensure that everything your company says, shows and does will be consistent with this strategy.
a. Product/Service Analysis
Consider what you’ve outlined in the earlier sections. Do those strategies help you identify any changes you’ll need to make to your product or service? Explain them here.
b. Pricing Strategy
Your pricing strategy should reflect your brand and competitive positioning strategy. Briefly explain how you’ll price your product/service below.
If you’ll use any channels to sell your product, outline your plans below. Include your goals, your offers, how you will set up/support the channel, your pricing strategy, marketing programs and any resources you’ll need.
In this section, explain your goals and plans for your direct sales efforts. Include a list of top prospects if desired. You can also identify how many reps you’ll need and an overview of territories, compensation plans, and their role in the sales process.
What kind of tools can you create to guide your prospects through the sales process and convert them to customers? Explain what you’ll need and the investment required.
If you’re planning to pursue any strategic partnerships, explain those plans below.
Outline your customer retention goals and programs for the time period. If you’ll run any marketing campaigns or special programs for existing customers, touch on them here.
In this section, identify the major campaigns you’ll run during the year. Include the budget, timing and any tools/resources you’ll need to execute. For example, you might list the following:
Summarize the total marketing budget and list your major investments below. Then attach any budget spreadsheets you’ve created (M.O. best practice #109-D includes a spreadsheet)
Explain your timeline for implementing the plan. Make sure to identify any milestones & dates you’ll review your progress against your goals and readjust as needed.
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