mm2 - marketing plan - part 1

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The Boring StuffThe Marketing Plan

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@MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE

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Is this your marketing plan?

• Reactive

• Vending machine for sales

• No strategy or plan beyond the quarter

• Ready to topple with a slight resistance

• Ugly, not admitted to the leadership table

• Not effective at generating revenue


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The Benefits of a Proper Marketing Plan Answers the hard questions that will eventually arise.

Forces the leadership team to make decisions about where to allocate your marketing resources.

Helps you say ‘No’ when the next shiny object shows up.

Helps you to be more efficient with people and resources.

Helps to get marketing to the leadership table.

It’s mostly about the discussion and the process.



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What is Not a Marketing Plan?1. It’s NOT an idea, wish, hope, concept in your head.

2. It’s NOT a spreadsheet of activities, budgets and costs.

3. It’s NOT an editorial or social media calendar.

4. It’s NOT a list of campaigns.

5. It’s NOT a budget or set of goals.

“A marketing plan is a comprehensive document that summarizes marketplace knowledge and the strategies and steps to be taken in achieving the objectives marketing managers set for a particular period.”Citation: The Marketing Plan Handbook, Marian Burk Wood

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The 7 Parts of a Proper Marketing Plan

1. Current Situation

2. Objectives & Critical Issues

3. Market Analysis & Decisions

4. Marketing Strategy

5. Marketing Programs

6. Financial Plans & Information

7. Measurement & Control

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1. Current Situation

1. Assess the Current Situation◦ This step will clarify the current thinking about the go-to-

market plan and overall marketing strategy.


2. Objectives & Critical Issues1. Align with business objectives

2. Objectives should be measurable and have a deadline

3. Critical Issues


3. Market Analysis & Decisions

Target audience identification and analysis


4. Marketing Strategy1. Product strategy

2. Pricing strategy

3. Place (channel) strategy


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Is it worth the time and effort?

Answers the hard questions that will eventually arise.

Forces the leadership team to make decisions about where to allocate your marketing resources.

Helps you say ‘No’ when the next shiny object shows up.

Helps you to be more efficient with people and resources.

Helps to get marketing to the leadership table.

It’s mostly about the discussion and the process.

Hell yes! A marketing plan is the first step towards advancing the practice of marketing from a service center to a strategic component of your business.


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Takeaways1. Find out if your company has a marketing

plan. Is it complete? Is it used to drive strategic and tactical decisions? What is the awareness of the attitude towards a proper marketing plan?

2. If not, find out how the annual planning is determined – who, how, why, what, when?


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