6 steps to a great marketing plan
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Transcript of 6 steps to a great marketing plan
© 2
015
Gio
vann
i Anc
hois
Driving marketing execution
© 2
015
Giov
anni
Anch
ois
AM Sarketing cademy eriesGIANNI ANCHOIS
6 steps to a great marketing plan
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Giov
anni
Anch
ois
Peers
Social Media
understand and drive the ecosystem1. The market (simplified view)
Analysts
Press
Competitor
Client Client
Competitor
Client Client
Competitor
Client
1. Customer relations 2. Competitors’
strategy 3. Market influencers
(press, analysts) 4. Social media 5. Peers exchange
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what are you selling to whom and how?2. Define your go-to-market
Top accounts
Enterprise accounts
Rest of accounts
INDI
REC
T SA
LES
DIRE
CT
SALE
S
CO
RE S
VCS
PRO
D. S
VCS
SOLU
TIO
NS
INN
OVA
TIVE
SVC
S
Remember: one size does not fit all!
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build awareness, interest, engagement and demand3. Build your marketing engine
Select right targets and reach out techniques
Anticipate customer needs
Nurture leads and customers opportunities
Pick the right channels
Influence PR
Develop customer intelligence
Mar
ketin
g En
gine
Prod
uct/S
ervi
ces
fact
ory
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get these right and your plan will rock!4. Five key success factors
!
1. Your portfolio and business priorities are agreed across your constituency.
2. Your go-to-market plan is signed off by sales and their coverage is consistent with the agreed account segmentation of the market.
3. Your customer knowledge extends across every company function (sales, delivery, admin) touching the client.
4. You have explicit, measurable objectives for each planned activity, and these metrics are cross-functionally agreed (EMEA, country and sub-regional level).
5. You enforce strict execution: disciplined application of marketing mix, accurate tracking, measurement and reporting.
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picking the right plays5. Your playbook (sample applies to IT services)
Long
term
con
tract
s
Even
t pro
ject
s
Data Center Transformation
Apps to Cloud
Unified Communications
Executive Seminars
1-to-few engagements
Product Campaigns
Customer Analytics
End User Work Place
Cloud
Securing the Enterprise
Big data
Internet of Things
Payments
Top
Enterprise
Rest of accounts
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direction and pace6. Set your short-term commitments
1.Build clear, strong commitment• align priorities • interlock with sales • set clear expectations
2.Build the team• assess and select talent • develop and share governance tools
3.Rollout new marketing model• explain roles and responsibilities • set key milestones • define interaction with subject matter experts and centres of
excellence • sign-off operational model
4.Get into execution mode!• don’t linger on endlessly revising your plan • start with a few campaigns and refine as you go
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Thank you.
AM Sarketing cademy eries
@giannianchois
http://www.linkedin.com/in/giannianchois/