“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
All too often, business leaders with the best intentions to grow their companies fall short when it comes to understanding the function of a strategic marketing plan. A well-crafted marketing plan provides an organization with the focus and direction it requires to pursue growth opportunities and provide marketing ROI.
No matter how well-defined your business goals may be, you won’t get far without a plan. And if the marketing plan is a roadmap for achieving your goals, then the planning process charts your course based on research, defined strategies and measurable objectives. Sound complicated? Check out our approach below.
It all starts with viewing marketing as investment, not an expense. Once you have determined that marketing is vital to your company’s growth plans, your next step is to define some measurable goals.
We begin with a preliminary marketing assessment that takes an introspective look at the business as well as an outside-in look. We then work with you to identify and implement strategic marketing options that fit your business for the long-term.
Our process starts with a strategy session that includes team members from various levels and areas within your company. Prior to meeting with your team, we issue a short online questionnaire relevant team members to gather their initial baseline thoughts and perspectives on the business. Also prior to the strategy session, we conduct an assessment of your website, collateral, competition and any other resources you provide to us.
During the robust full-day strategy session, we work collaboratively with your team to examine the following key foundational marketing elements that drive business actions:
Following the strategy session, we write a strategic marketing plan that includes measurable objectives, tactical recommendations and a budget. Once our client approves the plan, we’re ready for implementation.
Skoda Minotti’s vast CPA firm and professional service expertise, coupled with their real world experience allowed them to collaboratively build the framework for our firm’s strategic marketing direction. I was especially impressed with how well prepared and knowledgeable the Skoda team was. They did extensive pre-work and interviews and gained a thorough understanding of the unique realities of our firm. The planning process was smooth and efficient. They asked great questions and were not afraid to stretch our team to think differently. In the end they delivered and helped execute a strategic marketing plan that aligned with our firm’s goals and objectives. It is a pleasure working with them.
- Ed Ryan, CPA Managing Partner – RyanSharkey
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