Articles and guides which relate to the marketing planning process. Why you need it, how to do it and how to keep getting better at it.
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We explore the ups and downs of building business ideas. Learn where most companies go wrong, and what to do instead. Read this to get better at building business ideas that mean business.
We go through a SWOT example to show what to look for in a well-written SWOT. Learn how reviewing your strengths, weaknesses, opportunities and threats helps you organise your marketing thinking. Read this to see an example of a SWOT driving priorities and actions.
We explore how to find e-Commerce growth opportunities. Learn how to identify and go after different growth sources. Plus, how to position yourself to meet your ideal customer’s needs. Read this to learn how to sow the seeds of your future e-Commerce growth.
Building a market attractiveness model helps you decide which customers to target. We go through the process of how you build one. Learn from our example how to gather the data and how to calculate market attractiveness scores. Read this to learn how to build a market attractiveness model to make better targeting decisions.
We explore how to get better at writing briefs. Learn why you need briefs. What’s in them. Who should write them. When to write them. And how long it should take. Read this for ideas and inspiration on writing better briefs.
We explore 12 e-Commerce capability areas covering skills, processes and systems. Learn how these support the whole process from identifying opportunities to creating selling experiences. Read this to learn how to build your e-Commerce capability plan.
We explore how offering digital services helps brands grow. Learn from our examples in service areas like information, entertainment and shopping. Read this for ideas on how to use digital services to drive more sales.
We look at why those who say the 4Ps of marketing are outdated have got it wrong. Plus, learn from our alternative 4Ps of marketing what marketers really do day to day. Read this to learn how project management, planning, politics and pain management matter in marketing.
We explore why sales teams like price discounts and marketing teams don’t. Learn the finances of price promotion, and why context drives how you use them. Read this to learn how price discounts fit into your sales and marketing planning.
We explore key innovation lessons which make the process more effective and efficient. Learn about growth focus, reward, and positively framing systems and teams. Read this for ideas on how to innovate your innovation process.
We explore how to make marketing planning run more smoothly. Learn the benefits of separating the process from the plan and the importance of an unbiased process leader. Read this for ideas on how to master marketing planning.
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