Marchand--Coherence - Putting The Pieces Together
About the Author
Jacques Marchand may be phoned at (415) 357-2929. His firm, Marchand Marketing, provides strategic consulting services, research, market planning, segmentation, lead generation, positioning and marketing communications to help companies in the printing industry increase sales. Send e-mail to email@example.com. Information about the firm's work for clients is also available on its Website, www.marchand.com.
Don't have the budget, the spreadsheet skills or the research capabilities to provide the data?
Those are the reasons I hear more often than any others to explain why the goals are arbitrary or missing all together and, worse yet, why objectives are not specified. Both can be provided without any hard-cash expenditure.
Draw on what is already known. Educated guesses are vastly better than flying blind. Approximate and extrapolate.
Convene a planning committee that includes the sales manager, two sales reps and the chief financial officer. Much of the needed information resides in their heads.
Put the goals and objectives in front of the CEO before the rest of the plan is drawn. Revise and refine. Develop the activities and include a line item for review and evaluation.
And don't forget to include the dollars to support next year's planning process in this year's budget.
Remember, thoughtfulness alone may be no substitute for data, but it sure beats a marketing program that sails off with no sextant and no port.