How to Innovate in Marketing (Collection), 2/e

74. Make Marketing Measurable

The tactical plan is developed after your sales plan, marketing objectives, and marketing strategies have been defined. It describes the details of each marketing program which will make your plan actionable and operational (meaning you use it to guide daily decision making). For each program you will define who is responsible for executing the plan, when it will be executed, how much the program will cost, and the projected ROI.

If you have not projected ROI for sales and marketing programs in the past, or have not been disciplined about doing so, now is the time to start. I’m always amazed at how few companies track marketing programs using a disciplined process. The good news is if you start using this process ...