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Copyright 2016 |Blue Sky Leadership Consulting | All rights reserved
Volume 3
Issue 4
Breakthrough Marketing Plans Tim Calkins
Why read this book?
BLUE SKY LEADERSHIP CONSULTING | 210-219-9934 | [email protected]
Blue Sky Leadership Consulting works with organizations to leverage Strategic Thinking and Execution Planning and we encompass many
of the principles in these books into our Four DecisionsTM methodology and development of company’s One Page Strategic Plans.
Whatever system you decide to use, understand them fully, implement them slowly and completely and maintain the discipline and
rhythm necessary to see concrete results. Employees tire of “Flavor of the Month” and thrive on organizational alignment, execution of
plans and achievements that garner a sense of accomplishment.
Key Quotes
“If you can create, secure support for, and execute a strong marketing plan, you can have a huge impact on a
business. If you can’t, you will struggle.” (P. 7)
“Marketing contributes to an organization when it leads to action, and ONLY then.” (P. 9)
“A marketing plan lays out the course for a business, drives integration, and builds support. These are all
critical tasks of leadership.” (P. 22)
“Jack Welch – You can’t believe how hard it is for people to be simple – how much they fear being simple.
They worry that if they’re simple, people will think they are simple-minded. In reality, of course, it’s just the
reverse. Clear, tough-minded people are the most simple.” (P. 38)
“A great marketing plan has to be built on realistic assumptions. It has to be achievable based on the
dynamics in the market.” (P. 66)
“The people reviewing a plan really don’t care about the work that went into creating it.” (P. 108)
“You have to create a document that communicates, persuades, resonates, and inspires.” (P. 109)
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Volume 3
Issue 4
Every company needs a plan that connects data and action. It also needs a process that connects what you
sell, services that you provide, and ideas to the needs of your customer. A good marketing plan can help
you boil down the vast amount of data available to you, identify what is important and then make some
good decisions on what actions to take.
We’ve perhaps experienced the following: 6 weeks of work to gather data, assess the
landscape, develop the plan, create a 100-page report, present 80 PowerPoint slides in a
2-hour briefing, receive the accolades for a job well done, set the report on the bookshelf
and then…. NOTHING…. until we do it all over again the next year.
There are five problems with most marketing plans (P. 30):
1. Too much data 2. No strategy 3. Lack of rationale - not persuasive 4. Unrealistic thinking 5. No focus
Breakthrough Marketing Plans by Tim Calkins
Contents
1. Introduction
2. Why Bother?
3. The Problems
4. The Key Elements
5. The Best Marketing Plans
6. The Planning Process
7. Writing the Plan
8. Presenting: The Big Show
9. Twenty Strategic Initiatives
10. Marketing Plan Template
11. Common Questions
12. Example: Flahavan’s
13. Example: Edzo’s
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Volume 3
Issue 4
The Key components of a great marketing plan is explained as the GOST framework. (P. 43)
1. Goals or objectives – what the business is trying to achieve through the marketing plan; the
DESIRED END RESULT. There should only be one or two, they should be quantifiable – specific and
measurable.
a. Should be a FINANCIAL objective and the plan should focus on the money – the PROFIT.
b. Revenue goals tend to be flawed as you can generate revenue that does not deliver profit.
c. There should also be a second target to BALANCE profit goals – customer satisfaction or
market share for example to incorporate the HOW to the WHAT. (P. 48)
2. Strategic initiatives – What the business will do to achieve the objectives.
a. These are the main actions the company will take to achieve the goals.
b. They should be CLEAR, start with a verb, be measurable and DIRECTLY support the
objectives.
c. Stay focused – more than three goals are often equivalent to having no goals (a quote from
an old boss of mine ) Fewer goals makes it easy to stay focused, easy to communicate,
easy to remember.
3. Tactics – specific actions that will bring the strategic initiatives to life. This is HOW you are going to
do it – your action plan
a. Every initiative should have tactics and tactics should be related to the broader initiative.
b. Tactics encompass the FOUR Ps – Product, Price, Promotion, and PLACE.
Create a one-page summary of your plan to maintain FOCUS, create an easy way to monitor results and
keep everyone on the same page.
Writing the plan
1. Don’t begin until you are clear on the recommendation. 2. Know who your audience will be. 3. People who write great marketing plans tell a story. 4. Provide data to prove your points and identify sources. 5. Simplify – create clarity. Refine and revise your document.
"A marketing plan has to be written, and written well, to be effective. A great plan should quickly get to the point, tell a simple story, and be supported by facts." (P. 129)
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Volume 3
Issue 4
The Planning Process (Pp. 73-105)
Create a cross-functional team all impacted areas
Builds support
Check the Foundation brand positioning
company vision
Vision statement of purpose
company values
long-term objective
Clarify the goals and objectives Never assume - verify
rarely does a bottom up approach work
Analysis, Analysis, Analysis What is changing
what is new
SWOT and three Cs (customers, competitors, channel partners)
Identify strategic initiatives and tactics Initiatives FIRST
Grow share or category
Penetration or buying rate
awareness, trial, or repeat
Profit equation (P. 95)
evaluate the tactics
Check the numbers
Sell the plan
Execute and track progress
Presenting your plan1
1. No surprises – sell your plan BEFORE you present to all key influencers and senior executives.
2. Set the stage – prepare the meeting room; arrange the seating. 3. Show confidence – practice, know the business, find the relevant facts and avoid opinions. 4. Gain some altitude – try to encounter turbulence in the middle not near the end. 5. Bring it to life – win the rational AND emotional argument. Make it memorable.
1 Breakthrough marketing plans. Tim Calkins. Pages 131-140
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Strategic Initiatives
In chapter 9 the book shares 20 strategic initiatives that most businesses would find appropriate, as well as corresponding examples of tactics and measurements. Some examples include: Build Awareness, Expand Distribution, Increase Loyalty, Decrease Product Costs, and Enter a New Market. As the author states:
“NO STRATEGIC INITIATIVE IS RIGHT FOR EVERY BUSINESS. EACH BUSINESS HAS UNIQUE
CHALLENGES AT A GIVEN TIME, AND WHAT WORKS FOR ONE MAY NOT WORK FOR ANOTHER. THE
KEY IS TO BE AWARE OF THE WIDE RANGE OF AVAILABLE OPTIONS AND USE THE MARKETING
PLANNING PROCESS TO IDENTIFY THE INITIATIVES THAT HAVE THE BEST CHANCE OF DRIVING YOUR
BUSINESS FORWARD.” (P. 166)
Marketing Plan Template
The book helps in understanding what elements should go in each section providing detailed information for
each one. There is also a chapter on common questions that arise when developing your plan.
1. Executive Summary
2. State of the Business
3. Goals/Objectives
4. Strategic Initiatives
5. Tactics
6. Financial implications
7. Risks and contingencies
8. Milestones
9. Summary
The book concludes with several sample marketing plans. Like most learning I found that the best way to
thoroughly digest the material and understand the full impact is to put the information into action. Develop
your own plan based on these suggestions and you will find, as I did; that the principles Calkins suggests
really do provide focus and will complement, not replace, management systems in place.
For a real life example, Saul Vargas from Wittigs Marketing department share his insights on their marketing
plan.
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Volume 3
Issue 4
Calendar of Events May 27th 8:00 AM – Wittigs The Storytellers Secret – Carmine Gallo
June 17th 8:00 AM – Wittigs Simple Rules- Sull & Eisenhardt
July 22nd 8:00 AM – Wittigs Everyone Communicates, Few Connect – John Maxwell
August 26th 8:00 AM – Wittigs Team of Teams – Gen McChrystal
September 23rd 8:00 AM – Wittigs Triggers – Marshall Goldsmith
October 21st 8:00 AM – Wittigs
November 18th 8:00 AM – Wittigs
December 16th 8:00 AM – Wittigs
Friday May 27th
Friday June 17th
Friday July 22nd
In Simple Rules, Sull and Eisenhardt masterfully challenge how we think about
complexity and offer a new lens on how to cope. They take us on a surprising
tour of what simple rules are, where they come from, and why they work. The
authors illustrate the six kinds of rules that really matter - for helping artists
find creativity and the Federal Reserve set interest rates, for keeping birds on
track and Zipcar members organized, and for how insomniacs can sleep and
mountain climbers stay safe.
The Storyteller's Secret
The Storyteller's
Secret
Everyone Communicates, Few Connect
Everyone
Communicates, Few Connect