Marchand--Assessing Parts, Developing Programs
Articulating a strategy, defining objectives and determining goals must be done in writing. Out of this process comes the assessment of needs: The identification of the marketing activities tied to the realization of goals.
For maximum impact, each activity must be integrated with the others. That's what makes a list of activities into a coherent program. The program should be presented with a budget that, upon approval, becomes a line item in the company's larger operating budget. It should share in the annual evaluation process to which all line items are subjected. To make this possible, the plan must be submitted for approval with its own evaluation criteria as a specified marketing activity.
There's a final benefit I don't want to overlook. In printing and the graphic arts, many sales and marketing executives find the struggle for any kind of budget to be an uphill battle. Try starting over with a proposal that moves from audit to needs assessment to plan development.
You will be surprised at the many places where you get support and dollars for the idea.
About the Author
Jacques Marchand may be phoned at (415) 357-2929. His firm, Marchand Marketing, provides strategic consulting services, positioning and marketing communications to help companies in the printing industry increase sales. E-mail may be sent to email@example.com. Information about the firm's work for clients is also available on its Web site, www.marchand.com.
REMEMBERING THE OBVIOUS:
USING A PRO: WHAT" IT COST?
The reasons to hire an outside organization for a financial audit go well beyond questions having to do with honesty, the lack thereof and the risk of fraud. An evaluation of how financial resources are being used and recommendations for their more efficient deployment almost inevitably require the efforts of an outsider who's a professional. So too with a marketing audit.