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Co-Sponsored by
Strategic Marketing and Sales Planning
Delivered by
Many Centre Partners
Workshop Purposes:
Strategic Marketing and Sales Planning
Purposes of Our System:
- To gain a common set of principles and knowledge about the similarities and differences between marketing and sales functions, and how they are integrated with corporate strategy.
- To provide a structure of Systems Thinking to design, build, implement, and sustain a Strategic Marketing and Sales Plan.
- To provide the tactics, tips, and techniques to successfully implement this plan and keep it up to date year after year.
- To discover the benefits of, and identify your positioning in, the marketplace in order to focus your sales and marketing efforts.
- To review the 21st Century aspects of the 4 Ps, including e-commerce.
- To understand different approaches to marketing and sales success.
- To identify and examine all aspects of the major issues facing those of us in sales and marketing.
- To build and track the Key Success Measures that represent success in the marketplace.
- To implement a complete toolkit of powerful and practical sales and marketing strategies.
- To achieve marketing and sales success.
One-day offsite meeting:
Executive Briefing including Plan-to-Plan Session
A.M. Main Purpose: Educating and Assessing
- To gain a common set of principles and knowledge about strategic marketing and sales planning concepts.
- To identify the three goals of strategic marketing and sales planning; to recognize that planning is really one part of a three-part Strategic Management System (SMS) required to successfully implement the marketing and sales plan.
- To understand how to design, build, execute and sustain (i.e., create) a Strategic Marketing and Sales Plan using the proven, successful Systems Thinking ApproachSM.
- To assess and examine all aspects of the strategic issues facing your company in the marketplace, and the condition of your current organization-wide focus on marketing and sales.
P.M. Main Purpose: Organizing and Tailoring
- To conduct an actual Plan-to-Plan session in order to determine and outline the steps needed for tailoring a strategic marketing and sales plan for your organization.
Attendees
Your core Marketing and Sales Planning Team (essential). The morning session can also include other key stakeholders.
Workshop Agenda:
Strategic Marketing and Sales Planning
| Time | Topic |
| 8:00 | Continental Breakfast |
| 8:30 |
1. Welcome/Introductions |
| 2. What is Strategic Planning vs. What is Business Planning (4 choices) | |
| 3. Three main premises: a. “Systems Thinking—Focus on Outcomes Serving the Customer” — What is a system? — A–B–C–D–E: A New Orientation to Life — Four phases/many uses — Overview of concepts and research results — Strategic Planning leads the way (A–B–C–D–E) — Model; steps; tough choices — Culture change: Three kinds of change — Change via an “Organization as a System” Model — Right Answer #3: Customer Focus (Key Commandments) |
|
| 10:00 | b. Planning is a part of management — Five functions of management? — Right Answer #1: Strategic Management System (SMS) — Strategic Change Steering Committee (to manage change) |
| c. “People support what they help create.” — EI = f (Q x A) — Cascade of planning — Parallel process/key stakeholders listed — Right Answer #2: Leadership/Management |
|
| 4. Summary close | |
| 12:15 | Lunch |
| 1:00 | 5. Begin to conduct an actual Plan-to-Plan session a. Barriers and issues b. Amount of team building/leadership development desired c. Environmental Scanning d. Committee membership; roles; commitment e. Support team membership; roles; commitment f. Outputs tailored to your organization g. Tasks; flow; timing vs. budgets |
| 4:30 | 6. Next steps; “To Do List”; closure |
Workshop Participant Notebook
Strategic Marketing and Sales Planning
Table of Contents
|
Section |
|
| • Purposes | |
| Part I: Defining Marketing and Sales | |
| Part II: Executive Briefing | |
| • The Systems Thinking Approach • A Strategic Management System |
|
| Part III: Three-Year Business Planning: Step-by-Step Step | |
| #1: Getting Started: Plan-to-Plan • Organizing: Plan-to-Plan |
|
| • Phase A | Step #2: Ideal Future • Vision • Positioning/Rallying Cry |
| • Phase B | Step #3: Key Success Measures |
| • Phase C | Step #4: Current State Assessment Step #5: Core Strategy Development Step #6: Three-Year Strategic Action Items Step #7: Annual Plans/Budgets |
| Phase IV: Successful Implementation | |
| • Phase D | Steps #8-9: Plan-to-Implement/Change Management Step #10: Sustain High Performance—Annual Strategic Review |
Workshop Participant Testimonials
Strategic Marketing and Sales Planning
- This day was wonderful and really helped us understand the differences between sales and marketing and how we need to focus on both.
- We really had a great discussion on the definition of Marketplace Positioning and the Unique Selling Proposition and all its confusing terminology. As a result we are much clearer on our Positioning and what we need to do to build and sustain it.
- The Systems Thinking Approach to Sales and Marketing makes the most sense of anything I have ever seen in the field—our Strategic Marketing and Sales Plan has now begun successfully.
- Our Strategic Marketing and Sales Plan underwent a thorough and systemic analysis. Now we know what we need to change to be successful.
- Previously we had developed a Strategic Planning for Marketing and Sales but it was subject to the SPOTS SYNDROME (Strategic Plan on the Top Shelf). We now have a solid process of Leading Strategic Change.
- I now have a much better understanding and Game Plan that is appropriate to our products and services as they move from Simple to Complex Sales efforts.
- Thank you for the broad array of powerful tools that are simple and practical and I can implement immediately.
- It was great to identify the right Key Success Measures/Goals for our Marketing and Sales efforts. We had been just measuring comprehensive activity metrics.
- We have had a list of critical issues facing us but we now have a small set of Core Strategies that are focused and leveraged to deal with them all in the proper sequence. Thanks.
- We really had no real understanding of the full range of e-commerce marketing and sales options for us. Now we have three I think will be quite successful.