A marketing plan involves more than marketing
If you want a vision all departments are committed to, you need to talk to them. “It’s really important that you don’t plan in isolation; you need to involve the key stakeholders,” advises Luan.
This could be vital to your campaign’s success. Marketing’s knowledge of operations or legal implications of a product may be patchy; it’s therefore better to call on experts to ensure nothing is overlooked. “There are very specific regulations for financial services, so you may need to call upon others to give you some information,” Luan examples.
She recommends building relationships with those in other departments who could be useful to you during the planning stages. “The most valuable thing you can do is have a cup of coffee with someone and meet face-to-face,” she says. “It’s about gaining rapport. Just from a coffee you can pick up so many signals and ideas that you may not be able to get via email or a group meeting.”
Communication really is at the heart of this, and it shouldn’t be restricted to the planning stage. Once you’ve begun implementing what you’ve written, be sure you continue to discuss it. “Just as you need to spend time planning, you need to spend time reviewing what’s not working, and what you might need to start doing, or change.”
Opening up communication channels is something Luan teaches in the planning course she delivers through B2B Marketing. The workshop is a confidential session, designed by Luan to help marketers improve their planning and encourage ideas to develop throughout the day.
“Having people in a similar position in the room often makes it easier to come up with ideas for their business and vice versa,” says Luan.