Planning and plans are often viewed as one and the same and, while interconnected, they are distinctly different - one is a process and one is an outcome. Our approach to marketing planning builds upon an understanding of your business goals and objectives, your competitive advantage and the market opportunities most aligned with the value your solutions deliver.
Creating executable marketing plans requires a holistic consideration of every element of your business model and a deep understanding of your external market. This includes thorough research and analysis to ensure that the market opportunity is clearly defined from the outset. Crafting a value proposition that articulates the unique impact your solution can deliver establishes a foundation for going-to-market with compelling content, campaigns and sales tools.
Insight and data that provides the marketing and sales organizations with deep insight into the market and customer. Outcomes can include developing growth and sales targets, creating effective go-to-market strategies and uncovering new opportunities driven by a changing marketing environment.
Analyzing the competitive landscape identifies both direct or indirect competitors and provides information on their mission, vision, offerings, strengths and weaknesses. Based on the volatile nature of the business world, where companies represent a competition to others, this analysis helps to establish a new mind-set which facilitates the identification of strategic advantage.
The go-to-market (GTM) plan is a subset of the marketing plan and addresses how to execute on a specific growth strategy. A GTM is often associated with product/service launches, especially those targeting channel partners. Indirect channels often become a part of a product vendor's go-to-market plan. But GTM can also be used to describe the specific steps your company needs to take in order to guide customer interactions for established products.
“Plans are only good intentions unless they immediately degenerate into hard work.”