Join Drew Boyd for an in-depth discussion in this video Assembling a team, part of Writing a Marketing Plan.
- Good marketers know the value of a diverse and talented team of colleagues to help write their marketing plan. You'll need to draw on their expertise, their market knowledge, possibly their resources, and their network. Your team will include colleagues inside the company as well as external partners like advertising and promotional firms. Let's review the various roles of your cross-functional team. First is Finance. Your Finance Department plays a very important role in making sure you have sufficient budget dollars to execute your plan.
Finance partners will also help you measure the results of your marketing efforts, and help you find ways to improve it in the next business cycle. Finance partners have a good eye for whether a recommendation in your marketing plan makes sense financially. Marketing Research is another key role you'll need on your team. Your company might have a separate Marketing Research Department, or it may outsource it. But either way, you'll need their help understanding customer needs, testing new product concepts, or perhaps testing a new advertising message.
Your marketing plan needs to explain what you know about the market, so make sure you involve your colleagues in marketing research. Next is your Technical Team. These are the people who develop your products and services. They might be engineers or scientists in an R&D Department or perhaps software developers. It depends on the nature of your business. You'll need their input to your marketing plan so you can explain what new products might be coming down the pipeline. Now most companies have a Sales function, and you should enlist their help in developing a marketing plan.
After all, they're on the front line day-to-day, and they have a lot of insights about your customers and your competition. They'll also have ideas about the selling tools they need to succeed. Be sure to get their input. Depending on your business, you may also want to involve colleagues from Manufacturing or Operations. These are the people who make the products or deliver a service. A good customer support team, for example, might have great insights about customer complaints or service issues.
External partners might include your advertising agency, your branding company, a public relations firm, and perhaps a marketing consultant. They're there to help you succeed, so make them a part of the team from the very start. Once you've identified the key players on your team, make sure they're aware of the schedule you've created. If the team members know their role and understand your expectations, you can count on them to help you write a great marketing plan.
- Planning for a marketing campaign
- Writing the situation analysis
- Writing the strategic, tactical, and budget sections of the plan
- Leveraging your plan