Building A Marketing Plan

In an earlier post, we stressed the importance of creating a Marketing Plan — as opposed to winging it. Do you remember WIDOW? (Winging It Doesn’t Often Work!)

OK, so how do you that? What are the steps involved in building a marketing plan? It turns out that it may be simpler than you thought, because the process of building a Marketing Plan really only requires you to answer three questions:

  1. Where are we now?
  2. Where do we want to be?
  3. How will we get there?

OK, it may not be all that simple, but it is pretty straightforward. Where are you now in terms of what you sell and who you sell it to? In terms of how much of it you sell? In terms of any threats or opportunities in your marketplace? Where do you want to be, in terms of revenue? In terms of any other metrics?

The Big Money Question, of course, how you will get there? We can’t tell you that today, but we can tell you that the “how” is usually easier to figure out once you clearly understand the starting point and the desired end point.

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