Planning for Reality          SEPTEMBER 19, 2012           ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Agenda6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.                    ...
Most Marketing Plans           ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.   3
Helmuth von Moltke  “No plan of operations  extends with certainty  beyond the first encounter  with the enemy’s main  str...
Helmuth von Moltke  “No plan survives contact   with the enemy…”  “Good battlefield strategy   boils down to a system of   ...
Dwight D. Eisenhower  “Plans are useless.”  “But planning is everything.”                  ©2012 @MIKETRAP, LLC. ALL RIGHT...
The Startup Journey              CONVICTION VS. FLEXIBILITY        RIDING THE ROCKET                shared                ...
A System of Expedients•    goal – what we hope to achieve•    objective – how we will measure success•    strategy – an ap...
Goals      1.       Deliver leads that support our sales goals.      2.       Develop tools that make sales more effective...
Objectives: Leads         •  Marketing programs create X Suspects         •  ISRs generate Y Prospects         •  Sales te...
Strategies              1.          Simplify and Align Actifio Positioning & Story              2.          Establish Prod...
Tactics•    Web Site - Explain what it is and how it works•    Product Line Overhaul – Repackaging effort•    Copy Data Es...
Agenda6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.                    ...
A System of Expedients•    goal – what we hope to achieve•    objective – how we will measure success•    strategy – an ap...
Agenda6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.                    ...
15 MinutesPair.   Pitch.      Switch.                  ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.   16
Agenda6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin.                    ...
thank you.    @miketrap
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How to Create a Startup Marketing Plan

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In this marketing plan how-to geared towards startups, you'll learn all about all about setting marketing goals, objectives, and forming marketing tactics to grow your startup. Slides from Actifio CMO Mike Troiano's class at Intelligent.ly around how to create a start-up marketing plan.

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How to Create a Startup Marketing Plan

  1. 1. Planning for Reality SEPTEMBER 19, 2012 ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
  2. 2. Agenda6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 2
  3. 3. Most Marketing Plans ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 3
  4. 4. Helmuth von Moltke “No plan of operations extends with certainty beyond the first encounter with the enemy’s main strength.” ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 4
  5. 5. Helmuth von Moltke “No plan survives contact with the enemy…” “Good battlefield strategy boils down to a system of expedients.” ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 5
  6. 6. Dwight D. Eisenhower “Plans are useless.” “But planning is everything.” ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 6
  7. 7. The Startup Journey CONVICTION VS. FLEXIBILITY RIDING THE ROCKET shared race vision to scalepassionate proven realhypothesis opportunity business SELLING THE DREAM DISCONTINUOUS CHANGE ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. ©2012 @MIKETRAP. 7
  8. 8. A System of Expedients•  goal – what we hope to achieve•  objective – how we will measure success•  strategy – an approach we think will win•  program – collection of related tactics•  tactic – an execution that takes this approach•  plan – how we intend to execute ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 8
  9. 9. Goals 1.  Deliver leads that support our sales goals. 2.  Develop tools that make sales more effective. 3.  Establish copy data in the market conversation. 4.  Build infrastructure to support scaled growth. 5.  Improve experience of new & current customers. 6.  Shape culture to reinforce brand and values.COPYRIGHT © 2012 ACTIFIO 9
  10. 10. Objectives: Leads •  Marketing programs create X Suspects •  ISRs generate Y Prospects •  Sales team members accept Z Buyers •  Q% Prospect Conversion Rate •  Sales team closes B new customers •  N% Buyer Conversion Rate •  Sales team closes $X attributed revenue •  Open up X new channel partner relationships •  Become preferred partner for X partnersCOPYRIGHT © 2012 ACTIFIO 10
  11. 11. Strategies 1.  Simplify and Align Actifio Positioning & Story 2.  Establish Product Marketing Capability 3.  Refine Inside Sales Model 4.  Establish Actifio University for New Hires 5.  Implement social tools for Global KM 6.  Shift Focus to Channels/EBC From Events 7.  More Focus on Gartner, IDC, Forrester 8.  Shift Focus of PR Effort to Copy Data 9.  Focus on Relationship Marketing ProgramsCopyright ©2012 ACTIFIO
  12. 12. Tactics•  Web Site - Explain what it is and how it works•  Product Line Overhaul – Repackaging effort•  Copy Data Estimator - System to quantify easily•  TCO / ROI Calculator – Reflecting best practices•  Proposal Generator – Or at least a template to make this easier using the above
  13. 13. Agenda6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 13
  14. 14. A System of Expedients•  goal – what we hope to achieve•  objective – how we will measure success•  strategy – an approach we think will win•  program – collection of related tactics•  tactic – an execution that takes this approach•  plan – how we intend to execute ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 14
  15. 15. Agenda6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 15
  16. 16. 15 MinutesPair. Pitch. Switch. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 16
  17. 17. Agenda6:00 - The Approach6:15 - Hands-On Workshop6:45 - Group Exercise7:00 - Class Exercise7:30 - Fin. ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 17
  18. 18. thank you. @miketrap

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