Marketing Planning Process

• Clarity on market and competitive positioning by evaluating current and future environments
• Identify what differentiates you from your competitors in the mind of your customers
• Focus on your brand proposition (strengths / IP) to provide better service and value to your customer

 

Marketing Plan Deployment – Alignment with Business Strategy

• Develop clarity on how strategic marketing aligns with your business strategy to deliver priorities
• Understand in which markets /sectors you can demonstrate a clear competitive advantage
• Establish your marketing objectives and determine how marketing can address your customer needs

 

Marketing Plan Deployment – Understand your brand proposition

• Define how you differentiate your business from your competitors
• Understand how your customers perceive your brand and align yourself with their needs
• Design your products and services to deliver added value across all customer touchpoints

 

Marketing Plan Deployment – Leveraging your Brand

• Understand what type and quality of resource is required to deliver your brand proposition
• Optimise your brand value for your customers by segmenting your product and service offering
• Set product and marketing goals based on customer analysis, segmentation, personas and profiling
• Establish Marketing plan from strategy to tactics, to optimise sales opportunities against ‘ROMI’

 

Marketing Plan Deployment – Controls and Metrics

• Have the correct data available and visible to make the business decisions
• Understand impact on internal processes, production and resources – link to lead generation and sales planning pipelines
• Customer focused marketing campaigns linked to customer context, buying patterns and sales cycles
• Measure the activities that will affect the successful delivery of the plan
• Build appropriate performance dashboards and prospect pipelines to effectively track progress