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Marketing Plan Template
10/6/2008 at 7:14 PM ET
I'm currently closing in on an opportunity with a firm that has requested I write a marketing plan. Does anyone have a template that they use/like and wouldn't mind sharing with me?
10/6/2008 at 7:25 PM
Marketing Plan Pro does a good job of this. I always start with them, but don't always follow the template. What is the scope of the project. If its a single project, I have a 7 step guerrilla marketing plan I can forward. But that 7 step plan is geared to one part (vs long term) plan.
10/7/2008 at 8:05 AM
Here are some templates to look at:
10/7/2008 at 10:09 AM
Just a second. You are "closing in" does that mean that they may soon become your client? If so, and they are now NOT your client, why would you write a marketing plan for them?
Could you not say, I would dearly love to write your marketing plan once I am aboard, but sir/madame, this is quite an excessive pre-employment request, don't you agree?
I'm curious why, if not retained, you would consider such a task.
10/8/2008 at 7:52 AM
I would also like to underscore Randallís questions with a further warning. I have no doubt that the marketing plan templates you have been referred to are excellent, but to write a marketing plan using one; you will need to make it fit for purpose. You will need to set goals, budgets, forecasts, return on investment, means of tracking successful outcomes and a strategy for ditching the ones which do not succeed before they bankrupt themselves. You would also need to look at targets, use of media, milestones and who does what to make it happen and who carries the can if it doesnít.
To do that you will need to ask about 50 to 100 questions of senior management to get their strategies, tactics, budgets, revenue and profit goals, In addition you will need to examine how you reward sales people for reaching the milestones in the plan or the fiscal target of the plan. Thatís about 2 weeks of work, even with a template.
My major concern is that you will be ripped off. Time and time again I have had colleagues and friends spend upwards of two weeks writing a marketing plan in order to suitably impress the potential client company or potential employer.
The usual answer after the presentation is a variant of ďNo, you havenít got the job or contract, but thanks for the detailed plan you have handed to me. Youíve just saved me $20,000 hiring a management consultant to write a valid plan, because we canít. Please close the door behind you as you leaveĒ
Randall and I find it quite easy to write a marketing plan because weíve been doing it year in and year out for small, medium and larger companies and we know what questions to ask, what to put in the plan, how to justify the plan and how to implement and mange it. If you donít have that knowledge, you could easily spend a month putting together a plan which is realistic, credible, accurate and comprehensible.
Just donít fall into the trap of doing their work for them for free!
10/8/2008 at 8:12 AM
Companies take advantage of those who "need" to have a job. Be careful. Economic times bring out the best and the worst in some entities.
Look at AIG. Just bailed out, and take a $414,000 weekend of massages and waxes and massages, at a hotel and call it a meeting.
There are spiritless criminals on every level.
10/8/2008 at 1:26 PM
Thank you all for your concern and help. I'll keep you updated on the outcome.
10/8/2008 at 6:07 PM
11/21/2008 at 1:57 PM
I finally heard from the recruiter for this company. They've decided to freeze the position, though they did hire a sales manager. I was their candidate for hire, but they want to wait until the economy settles.
From my perspective, I'm just glad that they finally brought closure to the position. I'm still positive and remain active in my search.
Thank you for your kind words and support.
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