A simple, 3-step process to building a marketing plan that meets your organizational goals & objectives.

1.
The
Marke)ng
Plan
My
Future
State
1.
Goals
2.
Ac)vi)es
3.
Key
Success
Measures
My
Current
State
3
STEPS
TO
BUILDING
A
MARKETING
PLAN
Where
am
I
now?
How
will
I
get
to
where
I
want
to
be?
Where
should
I
be?

2. #1
–
DETERMINE
YOUR
GOALS
Goals
help
answer
the
ques.on:
What
do
I
need
to
do
to
reach
my
desired
future
state?
Example:
Achieve
$500,000
in-­‐budget,
channel-­‐ini.ated
opportuni.es
this
quarter.

3. #2
–
DETERMINE
YOUR
ACTIVITIES
Ac)vi)es
help
answer
the
ques.on:
How
will
we
achieve
our
goals?
Example:
If
the
goal
is
to
achieve
$500,000
in
channel
ini.ated
opportuni.es
this
quarter,
some
possible
marke.ng
ac.vi.es
may
include:
• Hosted
events
• Sponsored
events
• Paid
adver.sing
• Social
media
• Email
marke.ng

4. #3
–
DETERMINE
YOUR
KSMs
Key
Success
Measures
help
answer
the
ques.on:
How
will
we
know
our
ac:vi:es
are
achieving
our
goals?
Example:
Some
key
success
measures
(KSMs)
that
can
help
you
determine
if
your
ac.vi.es
are
helping
reach
your
goals:
•
Leads
generated
by
ac.vity
•
Opportuni.es
opened
by
ac.vity
•
Cost
per
lead
by
ac.vity
•
Cost
per
opportunity
by
ac.vity

5. DEVELOPING
THE
PLAN
Ac)vi)es
KSMs
Goals
The
provided
request
form
can
be
used
as
a
marke.ng
plan
template
to
determine
the
ac.vi.es
necessary
to
reach
your
opportunity
goals,
including
key
success
measures
to
monitor
the
effec.veness
of
each
ac.vity.