Marketing Needs A Plan

Apparently, not having a marketing plan is the new norm. Well, maybe not so new. In fact, over the past 20 years or so, we've worked with some really big companies and not a single CMO or VP of Marketing had a written marketing plan for their brand or company. Is it just a sign of the times or our bad fortune?

In a recent conversation with Brad Brinegar, Chairman Emeritus at McKinney, I asked if he remembered the last time he was given a client's marketing plan. Without putting words in his mouth, he pretty much said that doesn't happen anymore.

It all kind of makes sense. Today, more than ever, marketing is driven by strategic initiatives and sales quotas. CMOs' must focus more energy and resources on sales support efforts, relying on short-term promotions and lead gen to demonstrate worth, knowing all along, this type of short-sighted thinking does no brand good over time. But it doesn't have to be so.

When done well, marketing is an asset. A solid brand can be the ultimate competitive advantage - driving awareness and likability, pricing integrity, high demand and customer loyalty. Former clients like Ian Gomar , at Bacardi , and Mark Kammerer , at Royal Caribbean International understood this, and created marketing plans that allowed them to play offense all the time, at the expense of others.

Truth is, marketing can make your brand work for you. What's your plan?