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Set  Your  Plan  Objectives       Start  your  plan  by  considering  a  set  of  specific  strategic  and  qualitative  (numerical)  goals.    It’s  best  to  start  by   writing  those  initial  goals  on  paper  so  that  you  can  develop  your  plan  to  meet  them:     „ Strategic  goals  -­‐-­‐  for  example,  you  may  want  to  expand  into  a  new  market  with  a  new  distribution   channel,  or  you  may  need  to  reposition  your  brand  to  reflect  a  change  in  your  business.   „ Quantitative  (numeric)  goals  such  as  total  revenue,  profit,  number  of  customers,  units  sold,  and   breakdowns  by  product  or  channel  as  needed.          

Summary   EXERCISE   SUMMARY  

When to  Address  

Who Should   Participate     Where  to  Use  the   Results    

If  you’re  entering  any  type  of  revenue  planning  or  budgeting  process  for  any   timeframe     When  you’re  creating  your  annual  budget       If  you’re  an  entrepreneur  just  launching  a  new  company     Business  leaders:  company  founders,  owners,  presidents  and  vice  presidents     Marketing  and  sales  leaders     Throughout  the  balance  of  the  Marketing  Plan  &  Budget  section;  you’ll  reference   these  throughout  the  year,  and  your  objectives  will  influence  your  entire  marketing   plan.  

If you  haven’t  set  strategic  and  quantitative  goals,  you  won’t  know  what  you’re   striving  to  achieve  or  be  able  to  measure  your  progress  or  success.     The  rest  of  the  elements  of  your  marketing  plan   What  Builds  Upon  it       15  minutes  to  an  hour   Timeframe  to   Completion       Medium  to  High  –  for  all  Marketing  Plan  exercises   Potential  Business   Why  it’s  Important  

Marketing Plan  „  Set  Your  Plan  Objectives    

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Impact   Deliverable   Next  Steps  

You’ll define  your  strategic  and  numeric  goals  to  achieve.     Define  your  competitive  positioning.    

Target  Completion  Date  

PARTICIPANTS                         TASKS              

PERSON RESPONSIBLE              

DUE DATE              

Notes                            

Marketing Plan  „  Set  Your  Plan  Objectives    

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Set Your  Plan  Objectives      

What to  Complete      

1. ESTABLISH  STRATEGIC  GOALS   2.  ESTABLISH  NUMERIC  GOALS      

Where it  Fits  in  Marketing  Plan  &  Budget     Determine  Marketing  Plan  Scope       Establish  Strategic  Goals   Establish  Numeric  Goals       Define  Competitive  Positioning   Define  Brand  Strategy   Explain  Product  and  Pricing  Strategies   Input  Numeric  Goals  by  Category   Calculate  Number  of  Leads  Required   Describe  Distribution  Strategy   Outline  a  Direct  Sales  Plan   Identify  Sales  Tools  &  Literature     Outline  Strategic  Partnerships  to  Pursue   Create  Customer  Retention  Plan   Identify  and  Describe  Marketing  Campaigns     Develop  Marketing  Budget   Create  Marketing  Management  Plan   Write  Final  Marketing  Plan  Document      

1. ESTABLISH  STRATEGIC  GOALS  

Describe  any  high-­‐level  strategic  goals  you  have  for  your  product,  service  and/or  company.    Below  are   some  suggestions  to  get  you  started.  In  the  next  exercises  you’ll  outline  detailed  plans  for  your  positioning   strategy,  target  markets,  pricing,  etc.    For  now,  just  try  to  stay  at  a  high  level.          

Marketing Plan  „  Set  Your  Plan  Objectives    

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POTENTIAL GOALS       Increase  market  share    

RELEVANT?  

   

  Overtake  competitor    

  Better  represent  value  proposition    

  Better  represent  brand  promise    

    Add  distribution  channels    

  Create  strategic  partnerships    

  Increase  publicity    

  Enhance  online  selling  ability    

  Other    

 

 

 

 

 

  Improve  selling  process    

 

 

                 

                 

GOAL TARGET                                                                

  Do  you  have  any  other  goals  that  you  haven’t  already  identified?    Touch  on  them  here.                    

2. ESTABLISH  NUMERIC  GOALS      

Marketing Plan  „  Set  Your  Plan  Objectives    

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Now jump  into  the  numeric  goals.  Later  you’ll  drill  these  numbers  down  even  further  –  right  now,  just  focus   on  high-­‐level  quantitative  goals.         Here  are  some  suggestions.  Change  and  add  as  you  wish,  and  check  the  goals  that  are  important  to  you  and   work  with  your  team  to  establish  the  values.       POTENTIAL  GOALS   GOAL  VALUE(S)   NOTES       Gross  (total)  revenue                     Revenue  from  new  customers                     Revenue  from  existing  customers                     Number  of  new  customers                       Number  of  total  customers                     Goals  by  distribution  channel                     Goals  by  client  type                     Goals  by  product  line                     Other                  

Marketing Plan  „  Set  Your  Plan  Objectives    

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Set your plan objectives  

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