STOP Building Your Marketing Plan Now!!! Strategic planning Process
When I ask someone what is their Strategic planning Process the answer usually can be netted out into READY>FIRE>AIM>DID I HIT ANYTHING?
They started with a “great idea” and invested time, energy and precious resources because someone said just get started. Well how’s that working for you?
Why Creating a Strategic planning Models will save you time/money and produce much better results.
What is an Executive Summary and why should you start first with this step?
hen I work with my clients we develop a Business Marketing strategies. We begin by first identifying where they are and draw a picture of their Roof & Pillars. The Roof represents their high level Goals for example the revenue that they have produced. The Pillars are the Strategic initiatives that are the reasons why the results were produced. Then we create their Three Year Vision to provide focus, direction and consensus. Getting clarity upfront is critical to the process.
marketing is normally a Strategic Pillar for most businesses and requires a specific plan.
Now you are beginning a Marketing Plan. Most people do too much and make them far to complex to follow. I recommend that you start by creating an Executive Summary that includes the following steps. Until you can clarify the answers to these questions don’t spend another dime on marketing.
Step 1-What is your defined Target Market?
1. It might be your A+ or Tier 1 Clients (said differently this is your Ideal client) and prospects. Some call it their “Dream 100”.
2. Or it could be your A+ or Tier 1 Clients and prospects that are business owners.
3. Or more specifically your A+ or Tier 1 Clients and prospects that are business owners in the Construction market.
What is important is that we are crystal clear on whom we are targeting.
Step #2 – What are the primary problems of your targeted market?
1. If you are targeting all A+/Tier1 Clients and prospects- it could be the fact that their financial lives are becoming more and more complex as they become more successful.
2. Or if they are business owners in the Construction Industry- it could be the fact that they can not retain high quality management talent needed to meet their plans for business expansion.
Step #3 – What solutions do you provide that will solve the problem?
1. What specifically do you do to make their financial lives simpler?
2. If they are business owners in a specific industry have you implemented a proven, repeatable approach that produces predictable results?
Robert Murullo is a Business planing guru who have authored the book The last strategic planning system you will ever need.Strategic planning Process