Marketing Plans

Why is it important to have a marketing plan?

A good marketing plan creates a robust framework for achieving excellent marketing implementation – it’s the same rule as in so many other areas of business and life: a failure to plan is just planning to fail.

Another reason our business marketing consultants always strive to build a solid marketing plan is that it allows a marketing investment budget to be set and reported against. At the planning stage this enables the wider business to agree the overall level of funding and how this will be spread; across the year and also by each of the key activities, e.g. advertising, promotion, customer acquisition vs. customer retention.

Planning activity and winning approval for the plan ensures the right activities are taking place at the right time and allows individual activities to be planned in such a way as to generate a ‘compound effect’, generating more value from the available marketing budget.

At TheTeamThatCan, our business marketing consultants recommend that as part of the approval process for the marketing plan, delegated authority levels are agreed. This allows the marketing team to focus on implementation, review and refinement of the plan; ensuring maximum effort is concentrated on delivering a positive return on investment.