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Components of an Effective Marketing Plan

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Use data to your advantage and change your company culture at the same time.
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Russ Lange


A fervent believer in the promise of human powered growth, Russ leads CMG in partnering with companies to help them become aligned, agile, customer-driven enterprises that unleash the potential of their organizations with sustainable improvements in focus, teams, culture, and process our clients.

About The Author

Mark Chinn


Mark leads CMG in partnering with Telecom companies to help them increase customers and accelerate revenue. His 25+ years of experience in growth, strategy and execution includes B2C and B2B multi-channel acquisition programs, customer experiences that surprise and delight, pricing that optimizes customer value, and innovative product development.

The effectiveness of your marketing plan depends on your organization and how well your business performs as a team. A marketing plan template can help you outline the path to success. Your marketing plan should reach every facet of your company, from the mailroom to the boardroom, as every employee is a major touchpoint in delivering your plan.

While a marketing plan’s effectiveness depends on execution, a well-organized marketing strategy is crucial. The way your business performs as a whole can affect your brand positioning, your cross-channel integration, and your delivery methods. The best way to develop an effective marketing plan is by: 1) strengthening every touchpoint from within your company, and 2) outlining your strategy from start to finish.

Measuring the effectiveness of your business’ marketing plan is easy when you are organized and your company outlines a clear, consistent message across every department. Your CMO is the new CEO as a team leader for developing the winning strategy needed to expand your business to great new heights. A clear marketing plan will help customers connect with your brand in new and exciting ways with the help of technology.

Four Marketing Plan Questions

For any marketing plan to be effective, it must answer these four key questions:

  • What is your marketing objective?
  • What is your detailed marketing strategy?
  • What are the costs of these activities when compared to the price of your products and services?
  • Who are your teams and team leaders in accomplishing your marketing plan?

Marketing Plan Outline | 6 Effective Steps

Here are the six major components needed to make any marketing plan effective:

1. Set your company apart from your competitors.

Define your strengths and opportunities against your competitors. How do your products and services stand out? Are your competitors’ brand images stronger than yours? In what ways can you increase your brand value? Are there multiple channels leading to your products and services?

2. Set clear goals and objectives.

Do you have the resources for success? An effective plan means knowing how to measure success and target growth. Are you prepared to hire new employees, ramp up production, fine-tune customer service, or provide better distribution methods?

3. Use market segmentation to find your target audience.

Your target customers are those who will invest their time and money into your products and services. Your marketing plan will be much more efficient when you trim the fat. Determine who your products and services will serve based on lifestyle, social class, activities, geographic region, hobbies, values, attitudes, and personality traits.

4. Develop an appropriate, multi-channel marketing strategy.

Connecting with your customers has never been more complicated. Today’s customers value convenience, reliability, and choice—and they want to be able to connect to your brand from anywhere. Digital marketing strategies include emails, websites, social media, SMS messaging, apps, SEO content, and more to engage your customers across multiple touchpoints.

5. Plan your budget.

A well-organized plan will draw investors. A wise strategy includes planning for success as well as setbacks.

6. Measure and collect data.

From social media followers to open rates on emails, the details can help guide you to a more effective campaign. Setting up weekly, monthly, and quarterly goals can help you keep track of important landmarks along the way. Consider using an agile mindset and methodology that helps you measure your marketing effectiveness through team-oriented initiatives and innovative approaches. Use data to your advantage and change your company culture at the same time.

Your Marketing Plan Strategists

At CMG, our strategic marketing partners are determined to help you develop an effective marketing plan that will help you sprint past your competitors. Our consultants are curious thinkers, adaptive doers, and curious analysts. Let’s talk today and start developing your next great marketing plan, together.