Strategy & Planning
Marketing strategy and planning are the areas where most clients ask for support. All too often the marketing budget is assigned ahead of a clear plan and objectives are set without a strategy in place to deliver them. This tends to happen for one of two reasons.
Firstly, many small to medium sized organisations – especially B2B - don’t have marketing directors and therefore have a gap when it comes to planning that an operational marketing manager or executive cannot fill.
Or, the organisation needs a re-evaluation of their approach for one of many reasons – increased competitor activity, a down shift in their market or an acquisition for example.
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Creating effective marketing plans
I help management teams translate their annual budget goals into a usable plan, bringing objectivity, creativity, experience and a detailed approach to ensure that the plan is targeted, focuses on the right channels and maximises the marketing budget.
By remaining focused on the goals and the target market I can recommend how to spend the marketing budget to deliver the strategy. With B2B clients I also work with the Sales team to ensure an integrated sales and marketing plan, ensuring that the team have all of the collateral and lead generation events in the calendar that they need.
Checking back in with clients on a quarterly basis throughout the year and objectively reviewing performance really helps teams. It ensures that there is no plan slip, that learnings are being put into practise and that budget is being spent effectively.
A clear strategy delivers results
Clear marketing strategy and planning will ensure that your company is competitive, focused and can make confident decisions because they have a set of guiding principles.
A detailed and well managed plan will ensure that you deliver against your goals, don’t lose focus, maximise channel effectiveness, ensure clear prioritisation and ultimately deliver results.
Creating a results-focused, efficient marketing operation has proven to create a belief in the value of marketing within my client organisations and ensure that it is taken more seriously in the boardroom.
Read more about my approach to marketing strategy and planning here.
If you would like to discuss your strategy & planning requirements please email
lauriedennard@perrfectmarketing.com