focus
planning
Developing a well thought out strategic marketing plan is essential to meeting your marketing objectives. The plan must align with business/sales objectives, be executable and flexible. If you don't get this right, you significantly increase the risk of wasting valuable time, resources and budget.
​
Key areas of focus on planning:
-
Strategic planning - facilitate the planning process and provide a disciplined approach to execution, including results tracking.
-
Segmentation - take inventory of current market segmentation and advise on revised approach as needed.
-
Communications Planning - develop detailed plan to execute on communications strategies for both internal and external initiatives (i.e., product launch, marketing launch, company news, events, etc.).
people
You can have the greatest plan in the world, but if you don't have the right talent on staff or on contract to understand and execute it, it's likely worthless. Assessing the people tasked with executing on your marketing objectives and strategies is imperative.
Key areas of focus on people:
-
Marketing team - assess marketing team structure and skill sets, with recommended future state that best aligns strengths and opportunities.
-
Supporting functions - evaluate relationships between marketing and other business functions, with recommended future state that optimizes the role of marketing,
-
Agency partners - review current agency/vendor partners, assess work and highlight opportunities to drive greater efficiencies .
content
The right plan and right people in place are critical for effective marketing. The final step is to develop and deliver content that is meaningful to your audience. Content for the sake of content is a waste of time and budget, but content that moves your audience is invaluable.
​
Focus on content:
-
Branding - develop from scratch or assess gaps in current branding strategy with clear direction on how to drive desired emotional reactions from the market.
-
Messaging - work with marketing and leadership to understand business objectives, then build a messaging foundation that directly supports those objectives.
-
Content development - generate original content to support both marketing and communications tactics (e.g., literature, video, imagery, online, presentations, etc.).