Join Drew Boyd for an in-depth discussion in this video Understanding the planning process, part of Marketing Fundamentals.
…President Dwight Eisenhower once said, plans are nothing, planning is everything.…There's a lot of truth to that.…Although you'll come out of this process with a written document,…it's the planning process itself that allows you to learn about your…competitive situation, to make tough choices, and to align your team.…You can start the process any time, but an important consideration is how and…when your company does its annual business planning process.…
That's where the company develops financial forecasts,…investments, budgets and so on.…Now, generally speaking, there are two ways to connect the marketing planning…with the business planning.…Some companies start the marketing planning process first.…Right around the middle of the fiscal year.…Each marketing team develops their own sales revenue forecast, for…their assigned products.…They also develop a budget to spend on marketing programs that they think…are needed to achieve those revenue forecasts.…
Those forecasts and…budgets are combined into a company-level revenue forecast and budget.…
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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