A comprehensive marketing plan is your most valuable marketing asset. That's right - it's more important than a website, social media activities, email marketing and any and all other collateral and tactics combined. A marketing plan connects a firm's outreach and communications to its growth objectives. It breaks down exactly how marketing resources should be allocated and spent to achieve a return. Do you drive to new places without your GPS? Didn't think so! Think of a marketing plan as your company's GPS.
Many firms do understand the importance of having a comprehensive marketing plan and create one annually. Unfortunately, the lion's share of marketing plans are pretty terrible and that makes me sad. Since this document is pretty important to your firm's short-term and long-term success, let's take a closer look at the reasons why they fall short and what to do about them.