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There is only one way to make sure marketing plans receive the finance they deserve. It is when they are not only costed but planned effectively, demonstrating not only an ability to interpret the need of the business but a strategic delivery of communications which will effect those revenue goals.

Unnecessary Pressure

Too many times, business leaders see budget squandered on projects that fail to deliver through effective planning or co-ordination of activities around the campaign itself. Pressures are applied where activities impact and are far too often unnecessary. Agency costs rise dramatically as they render increasing amounts of account management time against work that is of the last minute and as a client you are creating the need so argument is out of the question.

Poor management - whether local or global - of marketing plans, is a simple way to waste finance.

Strategic Implications

Attendees will begin by assessing the strategic implication of the plans, the goals they are trying to achieve, the milestones that are critical and above all the revenue targets that have been set for the sales teams. This strategic approach will help members of the workshop assess their activities in a framework, which reduces activity through planned campaigns not reactive ones or point solution tactics in response to pressure or performance.

Effectiveness Assessment

Once the strategic foundation is applied, attendees will be asked to consider the activities of each of their channels from direct to partner, sales teams to self-service or web. Activities will be considered for each in turn and the effectiveness assessed in terms of compelling proposition and effective co-ordination or integration with other marketing projects.

Once documented, this will permit the generation of targeted critical path planning, allocation of resource tasks and a red/green/amber method of monitoring progress and project planning.