Marketing plans

(How to get to where you want to go)

How Will You Achieve Your Goals?

If you don't identify where you want to go (Strategy) and how you intend to get there (Plan), you are setting your company up for failure.

People can get distracted by wasting time and money on efforts that will not help you achieve the core business objectives and marketing goals.

It is important to detail the channels that will be employed to reach each defined objective, and to communicate with all stakeholders to clarify what contribution each channel will make toward each business goal.

Marketing Plans - Lone Armadillo
A Goal Without a Plan Is Just A Wish - Lone Armadillo

What's In the Marketing Plan?

Common Marketing Strategies include

  • Lead Generation
  • Thought Leadership
  • Up-selling Existing Business

The Marketing Plan will map out what approaches will help support those strategies, incorporating:

  • what products or services
  • as well as which personas
  • at what stage of the sales funnel

each approach will address.

Note this is still at the level of, say, "Trade Shows" to support Lead Generation or "Social Media" to promote Thought Leadership. Which Trade Shows or which Social Media platforms fall under Marketing Tactics.

The Marketing Plan will, if the data is available, also start mapping out SMART goals, identifying target numbers of:

  • impressions
  • leads
  • quality leads

are needed to hit the pipeline and other business sales objectives. 

Additional data points can be added, as available, but these three consititute the most foundational, and critical, of items to be measured and watched.

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What our clients say ...

[Lynne] was a pleasure to work with and always met and exceeded our expectations. She always met our deadlines, was very detail oriented and innovative in coming up with a solutions and recommendations for our projects.

Josephine Grillo-Lopis Marketing Consultant

Lynne is a very detail-oriented person, able to think 'outside of the box' to offer intriguing insights and is passionate about all she does!

Nicole Bursick Customer Service/ Engagement, Loyalty and Procurement Specialist

I needed a complete overhaul of the websites backend systems and to establish processes. It all had to be done without any impact on the user experience. Lynne (and her team) helped me craft the plan and budget for the project. We launched the new site on a new backend platform, leveraged several lead management resources that the platform offered and there was zero impact on the user experience, it was exactly what we wanted.

Timothy Lynch Marketing and consumer insights innovator

Lynne is a very easy person to get along with. She diplomatically offers suggestions, but listens to her clients and responds to their needs. I highly recommend Lynne for any project you require her professional services.

Christine Smith Manager, New Product Development at Vodafone US (formerly Quickcomm)

Her knowledge of marketing and expertise and detail in carrying out assignments is a definite asset to any company looking for this discipline.

Jim Henry VP - Controller

Your funding will go farther with Lynne as she'll quickly jettison ineffective and wasteful spending notions

Lynne's marketing know-how is consummate.

Doug Hageman Consultant

Lynne is a pleasure to work with because she knows her stuff, doesn't waste time, and she comes up with outstanding ideas. I would highly recommend Lynne to help you with any internet business, social media project, graphics/signs, or practically any business endeavor - her company does it all.

Judy Szewczyk Operations Manager

Lynne is not only technically sound in marketing but she is hard working and motivated. Her attention to detail and extreme dedication set her apart from the crowd.

Margaret Cartolano Director of Project Management

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