Mktg Roadmap Design

Designing Your Marketing Roadmap - Part 1 of 3

As we head toward the end of another year, our attention will soon turn to the opportunities that lie ahead with the new year. Business performance will be reviewed and several questions will be asked:

•  “How can we generate more revenue?”
•  “Where can we find more customers?”
•  “How can we gain greater market visibility?”

These are good questions to ask and represent the mindset of a business that wants to do more and improve their market standing. But, how can these questions be translated into actionable items? It boils down to developing attainable goals, realistic objectives and a strategic marketing plan for achieving them. For your business, this means facing your marketing challenges head on in order to know what to do, when, where, how and why. And, you need to know where you are going and how you plan to get there.

How do you get there?

By developing a “marketing roadmap”, your business will have a guide to follow that outlines how your company will connect to the market to create revenue-generating opportunities. Your marketing roadmap will provide details about the proper “marketing routes” that will work best for your business. There may be countless options to consider, but you will want to drill down to only those that make sense for your business and align well with your market.

Include the essentials

While your basic marketing roadmap is purposed to effectively direct you from point “A” to point “B”, you will need to include:

•  Budget allocations for implementing the planned tactics
•  A timeline for execution
•  Resources that will execute the components
•  Milestones for measuring progress
•  Reporting for documenting success

All of these are requirements that will keep you on track as you grow closer to reaching your revenue goals and ultimate business destination.

In part 2, we will address Marketing Roadmap ConstructionFeel free to share this on your favorite social media sites and email it to a colleague or friend.   

Marketing Issue UBJ 2017

 Another one of our insightful marketing articles was published recently in the Upstate Business Journal.  In this article, we  discuss the importance of being known to your buying market and how to become the preferred choice among the options they may  have before them.  Bridging the gap between your offering and your buying market requires having the right tools to effectively  communicate your solutions.  With the right mix and balance of marketing tools, you will be prepared to address who buys from you,  why, when, where and how often.  There are also 10 points we discuss that are important considerations while developing and  building your marketing toolkit.  

 Occupying your buyer's sweet spot is where you want to be because that's where buying decisions are made.  Commit to the process of getting there...and remaining the preferred choice.  In the end, your marketing efforts will be more effective which will lead to increased revenue-generating potential for your business.  

Click here for the entire article:  Owning the Sweet Spot.  

Feel free to share this on your favorite social media sites and email it to a colleague or friend.   

Bullsye UBJ B

Recently published in the Upstate Business Journal, this article provides insights related to strategic marketing and how to map out a plan.  Just as a map illustrates the best way to reach a destination, a marketing road map serves as a guide that outlines how your company will connect to the market to create revenue-generating opportunities. Your marketing road map will provide details about the proper “marketing routes” that will work best for your business.

Click here for the entire article:  Strategic Marketing Requires a Road Map.  

Feel free to share this on your favorite social media sites and email it to a colleague or friend.   

How well does your automobile run without gas? OK, it doesn't - - duh! So, let's say your car doesn't have any gas but you still expect it to provide your transportation needs even though you don't plan to add any gas to it. Hmmm. Crazy, huh?

Well, many businesses do the same thing. When revenue drops, guess what gets cut? You got it - marketing and sales. But wait - - are those not the two very areas that will generate revenue for the business? Then, let's only cut back on marketing. Uh, oh. You just cut off the fuel that is supplying your sales engine. Can you already hear the sputtering noise of a struggling sales team?

"Even worse, marketing and communications are often cut more than other areas. Our work is sometimes perceived as being expendable, rather than recognized as a critical means of generating revenue, raising awareness, etc." - Nancy Schwartz & Company

It's a tough business decision when things are not going according to plan, but to slam the door on your marketing efforts, initiatives and proactive efforts doesn't help. Think back to the dot com days when in 2001, the dot com bust all but killed advertising, trade shows, etc. The smart companies took advantage of this and invested in their marketing. They didn't run and bury their heads in the sand. Vonage is struggling with this very aspect and it seems 'doing anything' to recognize profitability. It will be more than interesting to see how (or if) they recover.

This isn't to suggest you ignore poor business performance and allow the bleeding to continue. Great company leaders understand there are plenty of overhead areas that can be reduced before shutting off their sales fuel. And, making the right adjustments to your sales and marketing efforts during these times will eventually pay off for you. Otherwise, you're going to be expecting the improbable and likely the impossible.

Fuel-up and go get those deals!

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