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Are your marketing goals set for 2010? February 21, 2010

Posted by Jack Macholl in Marketing Planning.

I’m hearing many business people say that they are operating without a concrete marketing plan.

A written marketing plan complete with objectives helps you identify and fully understand who your customers (and prospects) are. Structured planning also enables your organization to deliver meaningful products/services. The deadlines, budgets and ROI hurdles help with urgency/accountability.  A plan doesn’t need to be a novel- a 15-20 page, succinct document can be enough.

A basic plan should include:

  • Research
  • Objectives- quantifiable targets
  • Strategy- big picture- how you will compete
  • Tactics- how you will educate/inform/pique interest
  • Evaluation how will your organization measure “success”

Where will you put your marketing resources and human energy this year?



1. Tim - February 24, 2010

I have seen marketing plans turn into very detailed and tatical roadmaps rather than a broad direction. Then a few months into the year when the environment changes the plan gets put to the side.

Does anyone have periodic reviews (quarterly) of where they are to plan at that time?

Jack Macholl - February 24, 2010

Tim, that is an excellent point. The “evaluation” or “policing” of most marketing plans is often overlooked or avoided. A quarterly review (or more frequently in these times) would be in order.

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