B2B Marketing Strategy

If you fail to plan, you are planning to fail! (attributed to Benjamin Franklin)

How many of us actually look at our annual marketing plans throughout the year? Once we submit our plans and secure our budget, how many of us tick the ‘done’ box and put it in a drawer, never to be looked at again, except perhaps as the template for the following year?

In the daily hustle and bustle of our marketing lives, it’s hard to turn our attention to the bigger picture. Most of us are so caught up in the urgency of delivery mode that we simply don’t take the time to do the kind of thinking that is a core discipline of our jobs. Marketing planning then becomes a by-product to the ‘real work’ of marketing. We become better at the ‘doing’ and our planning ...