Summit 2015 Highlights: Marketing Planning – Transforming Panic Into Power

What you'll learn

• One: Strategic alignment. As Craig described, marketing is not an island unto itself (another literary reference there) – it must align to sales, corporate and product initiatives. This establishes a shared view the organization’s vision and growth strategy.
• Two: Goal setting. Identify and prioritize key sources of revenue to determine investments in new-account, retention, upsell and cross-sell efforts. During this phase, agreement must be reached on marketing’s role in driving revenue.
• Three: Marketing strategy. During this phase, marketing teams decide on the portfolio of campaigns, and the marketing budget allocation process reflects aligned decisions about relative priorities and scale.
• Four: Functional plan. The planning process comes to life in this phase, as the leaders of global, regional and functional teams transform priorities into specific plans and impact assessments. Measurement processes are especially relevant here, and should leverage the Aligned Measurement Framework.
• Five: Execution. During the execution phase, the planning cycle continues with periodic business reviews, assessments of campaign performance and ongoing communications between stakeholders. Marketing, sales and product must maintain a shared vision of how effectively the goals set during the previous phases are being met.

Topics covered