Implementing Your Marketing Roadmap - Part 3 of 3
In parts 1 and 2 of our Marketing Roadmap series, we covered the critical aspects related to designing and constructing your Marketing Roadmap as the new year approaches. With design and construction completed, it’s time to put your marketing roadmap in action.
Focused with a purpose
This is where the “rubber meets the road” – the implementation stage. When you put the specific tactics of your marketing roadmap into place, your plan comes to life. Working through your roadmap requires discipline with a constant focus on your primary objectives. When you do that, you’ll reach your stated goals strategically and avoid veering off in the wrong direction.
Staying on track
As you make progress, you’ll want to perform routine checks that will help determine where change may be required on a project or re-prioritizing a particular marketing tactic might be necessary. While the primary framework of your marketing roadmap remains unchanged, you do want to have enough flexibility to make any required adjustments that will improve it. Stick with it and commit to working the plan.
When successes occur, capture them and document how they occurred. You will want to know why certain things worked well and whether or not those accomplishments can be replicated. Compare actual performance results against those that were planned. Take the time to analyze these situations as they may represent excellent opportunities for a more efficient marketing implementation process.
Supporting the team
As you work your marketing roadmap, make sure you are supporting your internal customer – the sales team. Your marketing efforts are providing the fuel for your sales engine – don’t deprive your production engine from operating at its highest level. When working your plan, ensure that your sales and business development team is receiving exactly what they need from marketing. And, be sure that you have reciprocating communication channels established so that your sales team provides marketing with input that will help the team be successful.
Move it forward
Venturing out without a plan to reach a desired destination is risky and not usually considered a wise move. The same can be said for having a strategic marketing plan that sits on a shelf. You have to work your plan to get results because the process is a continuous one. As you do, be flexible and adaptable. Be willing to make changes when and where they may be required. Capture successes as they occur and capitalize on new opportunities. Having this mindset and commitment to your marketing roadmap will deliver the results your business needs.
We have now covered the essentials behind marketing roadmaps: Design, Construction, and Implementation. Taking this approach to your marketing planning and execution will help ensure that your new year starts off on the right track and continues to progress along the pathway to your desired business destination.
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