© 2003 CCI. All rights reserved. Marketing Planning & Execution Marketing Sales

© 2003 CCI. All rights reserved. Page 2 Marketing Planning Objective = Why? –Why do we want to do this? –Why is it important to the business?  Be measurable  Tied to business needs  Achievable “stretch goal” Example: Generate $X in gross profit through VAR channel by end of Q2. Objective

© 2003 CCI. All rights reserved. Page 3 Marketing Planning Strategy = What? –What do we have to do to meet our objective?  Maps back to objective Example: Sell x number of seats of Product X through the VAR channel in Q2. Objective Strategy

© 2003 CCI. All rights reserved. Page 4 Marketing Planning Target Audience = Who? –Who do we need to talk to in order to meet our objective?  Maps back to objective and strategy Example: Existing customers –Likely to buy Product X –Upgrades to Product X Non-existing customers –Prospects Objective Strategy Target Audience

© 2003 CCI. All rights reserved. Page 5 Marketing Planning Messaging = How? –How will we craft our message to the target audience?  Maps back to objective, strategy, and audience Example: Existing customers –Customer service tone –Benefits of Product X Non-existing customers –Professional tone Objective Strategy Target Audience Messaging

© 2003 CCI. All rights reserved. Page 6 Marketing Planning Tactics = How? –How are we going to deliver our message to the target audience to meet our objective?  Maps back to objective, strategy, and audience Examples: –Direct mail – –Telemarketing –Web response page Objective Strategy Target Audience Messaging Tactics

© 2003 CCI. All rights reserved. Page 7 Marketing Planning Call to Action = Offer –Make a “must have” offer  Strong, clear, compelling  Guides to next step Example: –Call to register today – space is limited! –First 10 people to register will receive (prize). Objective Strategy Target Audience Messaging Tactics Call to Action

© 2003 CCI. All rights reserved. Page 8 Marketing Planning Follow-up = Maintenance –Regardless of the next step the customer takes, continue to nurture and maintain the relationship. Example: –Responders get a thank you with another call to action. –Non-responders get another opportunity to participate. Objective Strategy Target Audience Messaging Tactics Call to Action Follow-up

© 2003 CCI. All rights reserved. Page 9 Marketing Planning Objective Strategy Target Audience Messaging Tactics Call to Action Follow-up Marketing Cycle Reactive

© 2003 CCI. All rights reserved. Page 10 Marketing Planning Objective Strategy Target Audience Messaging Tactics Call to Action Follow-up Marketing Cycle Reactive Proactive

© 2003 CCI. All rights reserved. Page 11 Marketing Execution Step One: Build the team  Decision makers already know  All critical people included  Define each role  Define hand-off points  Establish deadlines Example: Project manager, product & channel marketing, direct marketing, web marketing, telemarketing, vendor(s). Build the execution team

© 2003 CCI. All rights reserved. Page 12 Marketing Execution Step Two: Build the infrastructure  ProgramsPro  AdPro  LeadPro  Call center The infrastructure supports the project after it’s launched, allowing for a good customer experience, response tracking, lead distribution, ROI, etc. Build the execution team Build the infrastructure

© 2003 CCI. All rights reserved. Page 13 Marketing Execution Step Three: Share the plan  Internal & external constituents  Share the vision  Share the objective  Why they need to know  What they need to do It’s always better to over- communicate than to assume. Build the execution team Build the infrastructure Share the plan

© 2003 CCI. All rights reserved. Page 14 Marketing Execution Step Four: Creative development  Create and approve pieces: –Direct mail pieces –AdPro templates for partners  Response mechanisms  Fulfillment secured  Postal requirements Build the execution team Build the infrastructure Share the plan Creative development

© 2003 CCI. All rights reserved. Page 15 Marketing Execution Step Five: Production  Printing approved pieces  Posting AdPro templates  Verify infrastructure is ready Get ready for the launch of your marketing project. Build the execution team Build the infrastructure Share the plan Creative development Production

© 2003 CCI. All rights reserved. Page 16 Marketing Execution Step Six: Share the plan again With…  Decision makers  Other constituencies  Channel partners Communicate, communicate! Build the execution team Build the infrastructure Share the plan Creative development Production Share the plan again

© 2003 CCI. All rights reserved. Page 17 Marketing Execution Step Seven: Launch  Direct mail piece drops  AdPro templates “go live”  Response mechanisms on All planning, coordination and tactical implementation “go public” as one. Build the execution team Build the infrastructure Share the plan Creative development Production Share the plan again Launch

© 2003 CCI. All rights reserved. Page 18 Marketing Execution Step Eight: Tracking & analysis Track…  Significant metrics  Was this successful and why? Analyze…  Cost v. ROI One of the most important steps in execution phase. Tracking & Analysis

© 2003 CCI. All rights reserved. Page 19 Marketing & Sales Execution Objective Strategy Target Audience Messaging Tactics Call to Action Follow-up Marketing Cycle Qualify Assess Opportunity Offer Matches Need Prove Value & Provide Proof Proposal Closing Cycle Implementation Sales Cycle