How to approach such a session
Good preparation is half the battle. Since we want to work smart, we start on time, so that we can let ideas mature. This way we can also involve stakeholders and brief suppliers in time. We have developed one mind map template (downloadable at the end) that fully maps out the entire process with all those involved. This ensures that the plan does not disappear into a drawer afterwards, but remains continuously up-to-date with the stakeholders. In short, we have divided the development of the annual plan into three steps.
Strategy (including a PEST analysis, SWOT, stakeholder map, idea evaluation matrix , target group analysis).
Tactics (including effort/impact and risk/return matrix, customer value analysis , BSG matrix, Ris).
Planning (including a work breakdown structure , planning, resource planning ).
Step 1. The strategy
If all goes well, there is already a business plan in place, in which the organizational goals are described. That is where your process starts, because the marketing strategy will of course make an important contribution to those organizational goals. See the example below of one of the steps. The picture is a 'snapshot' in the process to arrive at a combination of a competitive forces - and PEST analysis at a retailer.
With your marketing strategy, you guatemala phone numbers want to connect well with the experience of the management and the business owners. They are constantly busy defining and pursuing the organizational goals. That is why it is important to get the marketing manager to the table at board or MT level in this step.
For this, you take the mind map template and fill it in as completely as possible from the business plan. Filling in these preparatory activities of the mind map template is therefore actually focused on what is already there. If you approach this smartly, the template gradually changes into a so-called 'dynamic dashboard'. You can easily update this dashboard and use it to manage.
Creating support
To create support for your marketing strategy, you start now by involving management. You want to hear first-hand where the pain points are. Where are the dreams and ambitions? Where is the focus? You help to translate that into clear marketing goals. This allows you to provide valuable feedback based on the experience of you and your team.