• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
How to Generate an Actionable Roadmap
 

How to Generate an Actionable Roadmap

on

  • 1,451 views

In this presentation , we share our unique approach for helping owners quickly get focused on the best few ideas that will really move their business forward. This process efficiently goes from ...

In this presentation , we share our unique approach for helping owners quickly get focused on the best few ideas that will really move their business forward. This process efficiently goes from brainstorming, to prioritization to the details of an actionable roadmap.

Statistics

Views

Total Views
1,451
Views on SlideShare
798
Embed Views
653

Actions

Likes
2
Downloads
29
Comments
0

1 Embed 653

http://roadmapmarketing.com 653

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • You have a big idea for your business
  • We help owners who are doing too many things
  • We interview key people, collectyour data and select the best roadmap framework.
  • Add scramble
  • Add scramble
  • Make it consistent with other language

How to Generate an Actionable Roadmap How to Generate an Actionable Roadmap Presentation Transcript

  • RoadMap Marketing: Get Moving Now Program
  • Having great ideas is not the problem. –2– Copyright 2013 RoadMap Marketing LLC All rights reserved
  • The problem is chasing too many. Where should I invest my marketing budget? I am swamped with day-to-day activities. What can I say “no” to? What is the most important thing? –3– Copyright 2013 RoadMap Marketing LLC All rights reserved
  • Without a roadmap you risk wasting time, money and never getting to your goals. –4– Copyright 2013 RoadMap Marketing LLC All rights reserved
  • Defining your Goals Tapping your Knowledge Sources Creating the BIG Picture. Connecting the small Details Actionable RoadMap We create Actionable Roadmaps to help companies focus and grow. –5– Copyright 2013 RoadMap Marketing LLC All rights reserved
  • Defining your Goals Tapping your Knowledge Sources Creating the BIG picture. Connecting the small details. Actionable RoadMap We start with the BIG picture. What is the definition of success for your business? What do you want to clearly have at the end of the RoadMap process? –6– Copyright 2013 RoadMap Marketing LLC All rights reserved
  • Defining your Goals Creating the BIG Picture. Connecting the small Details Tapping your Knowledge Sources Actionable RoadMap We gather your resources and past learning. People • Staff • Outside experts or advisors • Personal sensitivities and expectations? Data Models • Past performance data • Customer feedback • Industry studies • We select the best business/strategy models to help focus and prioritize –7– Copyright 2013 RoadMap Marketing LLC All rights reserved
  • Defining your Goals Tapping your Knowledge Sources Creating the BIG Picture. Connecting the small Details Actionable RoadMap We then design an interactive working session focused on your goals. Marketing Plan • What are the most important 3-5 growth initiatives? • What are our KPIs (key performance indicators)? Lean Start-Up Product/Service Launch • What is our MVP (minimal viable product)? • What measures do we need in place? • What is our launch plan? Future Vision People, Process, Tools • What is the big idea that will get us to the next level? • How do we fit in new growth initiatives with our daily commitments? • What are the right owners, processes and resources for each company process? • How can we achieve greater efficiencies? • What resources to we need? –8– Copyright 2013 RoadMap Marketing LLC All rights reserved
  • Defining your Goals Tapping your Knowledge Sources Creating the BIG Picture. Connecting the small Details Actionable RoadMap Finally, we connect the small details into a roadmap to focus your time/money/resources over the next several months. –9– Copyright 2013 RoadMap Marketing LLC All rights reserved
  • You will have an Actionable RoadMap in a few weeks. Week 1 Week 2 Week 3 Week 4 Define Goals Estimated Client Time = 1 hour Interview Team, Collect data Estimated Client Time = 1-2 hours RoadMap Workshop Estimated Client Time = 2 hours to 1 1/2 days depending on project Actionable RoadMap – 10 – Copyright 2013 RoadMap Marketing LLC All rights reserved
  • RoadMaps Get Results We're all pilgrims on the same journey… -but some pilgrims have better roadmaps. Nelson DeMille – 11 – Copyright 2013 RoadMap Marketing LLC All rights reserved
  • No prioritized marketing plan No formalized metrics or reporting to be able to measure growth or the efficacy of marketing programs More competitors with more resources Do we have the right business model? Higher growth to promote their mission Best in class service provider Clear return on marketing /sales investment Shared thinking and rewards by team Regular “World Domination” meetings generate the top 3-5 team initiatives for the quarter Monthly reports and KPIs to constantly measure and improve Job and process descriptions to offload details onto other resources – Owner freed up to focus on growth and strategic partnerships Business model selection and results in order to seek out new investors and advisors – 12 – Copyright 2013 RoadMap Marketing LLC All rights reserved RoadMap Results Owner time consumed with operational activities Where do they want to be? Where are they? Case Study 1: Growing online company
  • Swamped with supporting current clients Senior team members all had different ideas for growth Overly exposed (80% of revenue) with one big corporate client The go-to-company for data analytics Double revenue in the next 3 years Clear return on marketing /sales investment Expand client base so no one client represents more than 30% of revenue Inspired, loyal team SWOT analysis used to prioritize top focus areas. Draft of Company Value Proposition: How are we different? Same message across all marketing Top 4 initiatives identified for the next year with Owner, tasks, timing and metrics for each Process for managing with weekly leadership and monthly company meetings Team energized and aligned – 13 – Copyright 2013 RoadMap Marketing LLC All rights reserved RoadMap Results Opportunistic spending on marketing when the owner had time and money Where do they want to be? Where are they? Case Study 2: Small Analytics Services firm
  • Heavy competition for retail shelf space Lots of partners and data but no integrated plan for launch Move from purely internet sales to retail stores No cannibalization of current sales Manage new channels, retailers and distributors Cannot take resources from the current business Mapping of marketing and sales activities to the customer purchase cycle, how is this different than our internet customers? How do we leverage our online marketing? Overall timeline for launch with key milestones Value chain analysis with suppliers, partners Alignment of large team Board presentation Board approval for plan and resources – 14 – Copyright 2013 RoadMap Marketing LLC All rights reserved RoadMap Results Successful products losing to not-in-kind competitors in retail stores Where do they want to be? Where are they? Case Study 3: Large Company Division: Consumer Foods
  • Limited budget and staff Unclear staff roles time spent reacting to ideas and requests by volunteers and board members Clear roles for staff Clear goals and metrics to show progress Prioritization of the many ideas coming from management, the field, etc. Freeing up the managers time from daily requests to growth in awareness and conversions – 15 – Copyright 2013 RoadMap Marketing LLC All rights reserved RoadMap Results Big strategic vision dictated by board Where do they want to be? Where are they? Case Study 4: Large Non-Profit Key initiatives aligned with strategic plan Detailed roadmap with tasks, responsibilities and deadlines for staff Key metrics to show progress Presentation to board with plan and ongoing metrics All Marketing metrics up 25%200%
  • What makes us different? Marketing and Business Expertise Latest in marketing models and techniques • Past senior marketing and business manager positions at Fortune 50 companies (DuPont, General Electric) • Decades of marketing experience in several B2B and B2C industries • Business owner for over 10 years • Advised hundreds of small businesses on growth tactics • Regularly speak and write on business growth • Library of latest Marketing and strategy models • Masters and PhD studies in marketing models and analytics • Lean Start-up methodology and actionable metrics • SCORE National Blogger and Presenter – 16 – Copyright 2013 RoadMap Marketing LLC All rights reserved RoadMap success record • Successful RoadMaps for hundreds of small/mid-sized businesses • Large corporate projects with companies such as SunTrust, SCORE, CertainTeed, etc.
  • Programs for owners and/or business teams The RoadMap - Satellite View The RoadMap – Street View For Business owners Business owners and their teams Description We work with owners to sharply focus on goals and the best few initiatives for growth. We work with teams and combine brainstorming with decisions to get at an aligned, actionable plan for the next several months Venue Skype, Phone, In-Person Live* Goal Setting One hour Call with owner One hour Call with owner Tapping Knowledge Sources Questionnaire, historical results Interviews with team, customers, partners (up to 5 interviews), historical results Creating the BIG Picture. Small details. 2 hours – Skype, Phone, In-Person* 2-4 hours In-Person Working Session Delivered RoadMap One Page Plan with Goals, Objectives, Key Initiatives , Metrics, Timing, and Next Best Three Steps Prioritized List of Key Initiatives, Milestones, Metrics, Timing, Resources tied to Goals, Managing process to drive action. Pricing* $1750 $3000 - $4000 *Out of pocket costs e.g., travel additional Copyright 2013 RoadMap Marketing LLC All rights reserved – 17 –
  • Either you run the day, or the day runs you. Jim Rohn ContactUs Jeanne Rossomme Patricia Debski • jeanne@roadmapmarketing.com • pdebski@roadmapmarketing.com • LinkedIn profile • LinkedIn profile – 18 – Copyright 2013 RoadMap Marketing LLC All rights reserved
  • Bio – Jeanne Rossomme     Jeanne Rossomme, founder of RoadMap Marketing, uses her twenty years of marketing know-how to help small business owners reach their goals. Before “crossing over” to the exciting and fulfilling world of entrepreneurs, she held a variety of marketing positions with DuPont and General Electric in both the U.S. and Mexico. She is grateful for the big experience, big budgets and warm camaraderie of those years. Jeanne enjoys extracting the lessons and “tools” from big business marketing, throwing out the unnecessary process and politics, and creating actions and plans that create real growth for small businesses. She shamelessly credits her best ideas to those observed from great entrepreneurs at work, which she regularly shares in her blog. In addition to hands-on client work, Jeanne loves to speak to audiences large and small. Her workshops in both English and Spanish are interactive, instructional and empowering. Jeanne holds an MBA from the Wharton School at the University of Pennsylvania and a Bachelor of Science in Mathematics from the University of Texas at Austin. She has published articles on marketing strategy and research in the California Management Review as well as academic marketing journals and textbooks. She is a weekly blogger for SCORE’s Small Business Success Blog. – 19 – Copyright 2013 RoadMap Marketing LLC All rights reserved
  • Bio – Patricia Debski     Patricia Debski helps companies create the BIG picture (if they don’t have one) and connect it to the small details (to get the right stuff done). Patricia loves to make complex things organized, find the central theme in diverse viewpoints, and articulate strategy in a way that actions can be identified and executed. Patricia works with a variety of organizations, from corporate to SMBs. While at DuPont, her most passionate work (and fun) was leading her organization to create a new consumer experience for Corian® (countertop materials), where they delivered an industry award-winning website, transformed the call center to focus on leads, and created an integrated marketing process (with her buddies in IT and Marketing Communications) that connected the web, call center and field sales. Her team at DuPont won the Corporate Marketing Excellence award, as well as several other new business industry awards. Patricia loves to empower teams toward a common goal and make change happen. She is passionate about giving back and is an advisory /board member for several non-profit and for-profit organizations in health and wellness, women in recovery and transition, teen career planning, and several faith-based organizations. Patricia Debski holds a Bachelor of Arts degree in Physics with a focus on electronics and microcomputers from Bucknell University in Pennsylvania. She loves learning and attended the Columbia Business School Executive Program, received her Six Sigma Green Belt Certification, and actively takes other courses/seminars in marketing, strategy and business. – 20 – Copyright 2013 RoadMap Marketing LLC All rights reserved