A Marketing Plan is the Strategic Link

Most brand managers’ marketing plans are a list of tactical ideas they’ve collected from various stakeholders. But there’s a better way to ensure that the marketing work we do will get results.

Brand managers often get wrapped up in the daily grind of executing, with little time to think about why each marketing initiative may or may not belong in their marketing plan.

It’s imperative that you have a clear and well-thought-out marketing plan that connects chosen initiatives back to the brand’s overarching strategy.

Coupled with a long-term strategic plan (a.k.a. brand plan), the marketing plan then connects business action back to larger strategic goals, and helps to align key stakeholders to marketing objectives and tactics for the year.

How strategic is your marketing plan?

If you need help teaching your brand team best practices in strategy & planning, media & communications, or research & innovation, check out our brand management training and development programs:

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