Marketing Decision Framework

4 Things to Consider for Marketing Planning & Requests

These are things to consider when developing a strategic plan in advance of a coming year, and when determining if opportunistic (ad hoc) requests are received from client service personnel.

Does this support the strategic plan (how will this help you achieve your measurable goals) and/or is this a client expansion opportunity (industry/consulting)?

• Reference the Marketing team goals. Is the request:
  • collaborative (client expansion)
  • focused (4 campaign themes)
  • empowered
  • insightful
• Industry/Geo/Service Line Team goals
• Does it reach our target audience (decision-makers/influencers)?
• Non-marketing value (client)

Has this already been done, or is something in process that is similar to what you are trying to accomplish? (Y/N)

• If yes, and content, leverage or build upon existing content.
• If yes, and an event, research for overlapping resource deadlines and segmentation needs (emails, alerts, etc.) and coordinate as needed
• If no, continue.

How does this request "add up" from budget, ROI, and KPIs?

• Determine what measures success and measure against that.
• Is this branding, demand gen, lead gen, etc.?
• What is the opportunity cost?
• Potential KPIs (bookings, opportunities, leads, meetings, impressions, visits, clicks, time of page, form fills, downloads, registrations/attendance, etc.)
• Part of planned budget? Room to spend? Budget opportunity costs?

Do we have capacity (resources) to complete this project?

• This is determined by resource availability across several areas.
  • Marketing Team: If you say "yes" to this, will you have to say "no" to something else?
  • Creative & Production: Determined through resource allocation process each quarter.
  • SME: Do they have time for this and have they committed to help execute (pre and post activity)?
  • Sales Enablement: Is there capacity here to assist?
• What is the level of difficulty to execute?

Decision Matrix

Use the Decision Matrix to prioritize when the work is done. "Plan the work, work the plan."

Impact: Opportunity Generating, Client Relationship/Referral Source, ROI, Branding

Resources: Budget, Time, Level of Difficulty

Color indicates level of complexity/amount of time needed to complete