The new year is fast approaching, and many organizations are busy compiling their annual marketing plans. Many hours are spent on dissecting data, dreaming up ideas, and putting together thick decks. Often, the marketer’s hard work will get a moment in the spotlight in the form of a presentation to the executive team. Unfortunately for many organizations, that’s where the marketing plan will begin its slow death-by-indifference, all the way to the point of irrelevance.
Why does this happen? The usual cause is one of two reasons:
1. The plan that’s been created is not aligned with business objectives for the upcoming year, or,
2. There is no framework within which to operationalize the plan for the day-to-day activities of the marketing team.
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