Are you developing your 2022 customer-centric marketing strategy? Recently, I worked with a client to create their marketing strategy for the coming year. We ran leadership strategy sessions throughout the process to make sure we didn’t just get buy-in from each department, but also marketing strategy support.
We have addressed and discussed many aspects throughout the process; go to market, support, product features, etc. The methodology allowed the team to think in new ways and maintain a strategic focus for the year ahead.
You may find my process beneficial as you work through your planning.
1. Use the information
As we worked on the marketing strategy, my client started to realize that strategy is something that we will continue to benchmark throughout the year. We captured valuable information about their product, competition, target audience as well as customer feedback, in order to keep the document up to date. All data and information was then used to support the initial marketing goals we defined.
2. Business, sales and marketing alignment
As a marketing manager or business owner, it is imperative that your marketing goals are aligned and support your business and sales goals. These goals are the first items listed after the summary in my client’s marketing strategy. As we worked on an initial list of 10 goals for the year, we continually referred to the business and sales goals to make sure we were aligned. One of their business goals is to develop the business in a specific market, the sales goal is to create an effective channel to reach that market, and our marketing goal is to support the channel and create programs for expansion. of the market.
Your key marketing goals shouldn’t just be reinforced by what’s in your plan, they should support your overall business goals.
3. Where is the product line located?
During our strategy sessions, we discovered a variety of client types. Local gyms, large school districts and multinational corporations to name a few. At one point, we had over 11 industries listed as potential targets. Sounds like a great opportunity, doesn’t it. Good…
This is not feasible, even for most Fortune 500 companies.
We evaluated customers, their feedback, the potential of each market and looked at what best fits the current offering. We discussed the plan for new features that would be released in six to 12 months, but agreed to sell what they have in their wallet today, which would benefit their prospects. The feature enhancements could potentially have a positive impact on Q3 or Q4 revenue, which is always a good thing.
4. Your current customers
My client has spent time and money building their customer base, which we call acquiring. One area they hadn’t considered before was setting goals for customer loyalty, reducing attrition rates. They also did not consider the impact of their revenue growth on the current customer base.
We looked at recurring revenues (including their target attrition rate) that impact their target revenue goals, as well as the marketing goals set to improve retention.
Remember the opportunities you have to increase your current customers’ spending with your business.
5. What are you going to avoid?
Throughout the marketing strategy process, we captured great ideas, discussed their feasibility, and then determined if they were applicable. Many were not fit for the 2022 strategy due to internal resources, target markets and timing. Some of the ideas will be factored into future plans assuming the company meets the 2022 targets.
We have noted programs and ideas that might be useful for future planning. As you work on your marketing goals, capture the reasons why you didn’t choose a particular program or direction. This will save time when a similar idea is recommended in the future.
Stay focused. You will get results.
There may be unexpected changes in the industry that will require an adjustment in the marketing strategy. With ongoing communication between department heads and team membership, you can stay on course to meet your marketing, sales and, most importantly, your business goals. Quarterly reviews of sales and marketing goals and results allow fine-tuning to keep your plan on track.
How do you develop actionable marketing goals? What’s your secret team buy-in sauce?
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