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The Highly Effective Marketing Plan (HEMP): A proven, practical, planning process for companies of all sizes by Peter Knight

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Chapter 2. What’s it Worth?

Having clearly defined the outcome you wish to achieve, your desired result, take a moment to calculate what it’s worth. If you can’t or won’t put a value on it then your HEMP is going to struggle to come alive. Everything has a value and it’s possible in nearly every case to establish what this is. It doesn’t necessarily have to be financial, although if your desired result can be measured this way as well then I urge you to consider attaching some numbers.

For example, let’s imagine a desired result of recruiting ten new sales people within six months. What is the extra turnover and profit these extra sales people will realistically be expected to achieve within the first year (or other time period if you prefer)? ...

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