If You Don’t Have A Plan, How Will You Know If Your Marketing Is Working?

Marketing Planning

Key Highlights

The results of an effective global go-to-market strategy:

Revenue growth

Over 30 per cent year on year revenue growth.

Reducing spend

10 per cent reduction in marketing spend.

Lead generation

Over achievement on lead generation targets by 150 per cent.

The Challenge

Our client had an informal, unstructured approach to marketing. Everyone in the marketing team was working hard on their own piece of the puzzle without being really clear about why and also about what others in their team were doing. The result was inefficient use of their employee’s time, budget, poor quality execution and disjointed messages impacting customer engagement and conversion.

Our brief was to create a more structured, efficient and effective way of working, while delivering tangible commercial results.

Our Approach

Getting clarity on the clients business objectives, we were able to define the top 5 marketing priorities for the year. In a workshop we worked with the client to define the activities, owners and outline budget required to deliver on the priorities and commercial objectives of the business.

Following sign-off on the outline plan and required budget by management and finance, we created a series of planning templates bringing structure to the detailed quarterly planning. We identified the Key Performance Indicators (KPIs) and forecasted the targets by which to measure success.

We facilitated a planning day every quarter to review the KPIs and performance of the previous quarter. The planning day also included a review of changes to the competitive landscape and the product road map and discussion on any required actions.

Brian Tracy, Best-selling author:
“Every minute you spend in planning saves 10 minutes in execution; this gives you a 1,000 per cent return on energy!”

The Results

The outcome was a defined set of priorities and objectives that everyone in the team could understand and be measured against, driving greater efficiencies.

Having a clear focus also improved the effectiveness of the marketing budget delivering a 10 per cent reduction in marketing spend. This reduction in spending was realised while still achieving the clients aggressive lead generation and new customer acquisition growth targets.

Greater clarity of execution and success metrics also delivered over 30% year on year revenue growth.

Where necessary, adjustments were made to what future activity to execute while still remaining in line with the overall strategic priorities. Detailed plans were produced and signed off at the beginning of every quarter.

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