We all need clear direction to keep us focused and motivated. The best way to set goals is to put together a Marketing plan – a working document that the Marketing team can adapt and review throughout the year. This helps define objectives – what you want to accomplish, strategy and a tactical plan for how you’re going to get there.

Here are some handy hints to help you develop your Marketing plan:

1. Conduct an internal and external audit – check which Marketing activities have had the best results and which have been disappointing. Use feedback from your sales teams and your sales data. A simple SWOT analysis will help to identify your strengths and weaknesses, opportunities and threats.

2. Don’t forget to look at new business opportunities in the external environment and also to monitor any competitors that could become a threat to your business.

3. Do your research – know your audience and their requirements. Surveys and focus groups help support your decisions, to get that all important buy in from other departments and management.

4. Resources – define your budget and your resources. How much can you dedicate to different marketing activities? Your available resources will have a significant impact on your overall marketing objectives.

5. And lastly – keep your goals SMART – specific, measurable, achievable, relevant and timely.  It’s your plan so keep it flexible, evaluate it and don’t be afraid to adapt and update it as you go.


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