Your marketing plan provides the roadmap for your organization to grow. Without a marketing plan, you are left making sporadic and often ill-advised decisions, which ultimately leads to a sloppy and inconsistent customer experience with your organization.
Are your marketing and sales touch points telling a consistent story? Are your offline and online tactics well-integrated? According to Sirius Decisions, 67% of B2B buyers are completing their buying journey digitally. With an overwhelming amount of information available to your potential customers 24/7, it is critical that your Marketing and Sales content activates and delivers customer value.
An integrated marketing plan ensures that you remain focused on the top initiatives that will produce the highest results. It doesn’t mean you can’t stray from the plan, in fact we recommend that 20% of your plan is “unbaked” – so that you can test new tactics and take advantage of unforeseen opportunities.