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O P I N I O N
Follow through
I n Zweig Group’s 2019 Marketing Survey , 70 percent of firms answered that they have a formal marketing plan. Marketing plans typically include a firmwide marketing budget, revenue/sales goals, contact goals, and/or goals by market sector or office division. By checking in either monthly or quarterly, you can ensure that those responsible take the time necessary to follow through on your marketing plan.
approach based on trends you were seeing within the industry, how does this affect other aspects of your plan? ❚ ❚ Is there anything you need to add to your plan based on requests from colleagues? While you want to use your marketing plan to drive strategy, there may be something unforeseen, such as an emerging “Putting together a marketing plan is only half the strategy. You can’t just put your plan on the shelf and revisit it again at the end of the year to update.”
Katie Crawford
Putting together a marketing plan is only half the strategy. You can’t just put your plan on the shelf and revisit it again at the end of the year to update. As marketers, we have a lot on our plates, but it’s important to allocate the time to review our plans throughout the year. By scheduling follow-ups either monthly or quarterly, you can help ensure that those responsible take the time necessary to revisit your plan. To be productive in your review, here are a few questions you should ask yourself: ❚ ❚ Which goals, if any, did you not meet? Why? Should they be a priority in Q2 and beyond, or should you eliminate them from your plan? It’s important to understand the “why” behind not meeting all your goals. This will help set you up for a successful remainder of the year. Perhaps you changed your
See KATIE CRAWFORD, page 10
THE ZWEIG LETTER February 10, 2020, ISSUE 1331
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