TriComB2B
Strategic marketing for
technical products and services
technical products and services
Cranky Communicator: "Ready-Fire-Aim" – Shooting Yourself in the Foot
Many marketing executives are more likely to approach a marketing plan with a “ready-fire-aim” solution than a well-reasoned, targeted plan of attack. And frankly, many marketers don’t really know what a marketing plan is or what the difference is between strategies and objectives, etc. Let me give you an example.
A fired-up product manager told me he needed a marcom plan to achieve a significant sales increase. I said, “Fine, but I’ll need a copy of your marketing plan.” And he replied, “I’m still working on it, but I’ll get it to you as soon as it’s done.” Imagine a company commander telling a platoon leader he needs to take that hill. The young lieutenant asks the captain about enemy strength, available friendly artillery, air support, etc. The captain’s reply: “I’m still working on it, but I’ll get it to you as soon as it’s done. Meanwhile, charge up that hill.”
The best marketing plan format I’ve come across was published by the American Management Association. It consists of six elements:
- Major strategies
- Major objectives
- Project P&L of the recommendation
- Communications plan (including creative, media, sales promotion, PR plans)
- Marketing research plan
- Sales management plan
If you want to deploy an effective communication component, it is essential your marcom staff/agency knows as much about the marketing plan as possible.
This discussion could go on for several hours and it should. There are many issues to cover here including creative strategy, creative plan, 6M, etc., relating to the “Communications Plan” portion of the Marketing Plan. TriCom B2B would be more than happy to oblige if you have an interest.
