A practical table of contents for a streamlined go-to-market plan June 29, 2010Posted by Mike Gospe in Integrated Marketing, Just for Campaign Managers, Marketing Operations.
Tags: go-to-market, Integrated Marketing, marketing best practices, marketing plan, planning, strategy
Lately, I’ve been asked for recommendations for a streamlined go-to-market plan template. This is a great request because I continue to see a lot of marketing teams get wrapped around the axle of a “10-step marketing plan” or some other beastly exercise. Now, please don’t mis-understand me: marketing planning is a serious, critical, and worthwhile exercise. Comprehensive planning exercises can be of great value. Yet, sometimes, a short-cut is needed.
Here’s the punch line:
Table of Contents for a Streamlined Integrated Marketing Plan
- Marketing strategy overview
- Marketing objectives (With focus on the next 6 months)
- Target market prioritization (Prioritizing where the pro-active marketing investment will be)
- Personas (Creating an illustration of target buyers that we can empathize with)
- Positioning statement (Articulating our value and why we’re better than competing alternatives)
- Core messaging via “The Message Box” (Crafting our story/elevator pitch)
- Identifying key content (Listing & prioritizing resources and deliverables that prospects will value)
- Marketing blueprint(s) (A flow chart of lead-gen activities and offers to engage prospects)
- Campaign calendar (A roadmap to guide execution)
- Budget estimate (For execution of identified blueprints)
Looking for more info? Readers of the book can now download a ** new! ** PDF of a streamlined marketing plan (visit the Marketing Campaign Development download page), complete with additional examples of personas, positioning statements, message box, and blueprints. I share this for illustration purposes only. Your mileage will differ, as the saying goes.