A strategic sales and
marketing plan outlines specific customer markets a business will target
with a sales and marketing campaign.It also delineates tactics the
business will use to reach target consumers.These tactics can include
advertising, brand building activities and product specials. Most
effective strategies include an in-depth market assessment, budget and
timeframe.
Significance
The
strategic sales and marketing plan allows companies of any size to
track progress toward sales and marketing objectives. It offers
analyses of a company’s strengths and weaknesses in the area of sales
and marketing along with activities to overcome the weaknesses and take
full advantage of strengths. Without a sound strategic plan in place,
those in charge of the sales and marketing responsibilities may make
rash decisions during times of uncertainty and stress that are not well
thought out and not best for business.
Length And Time Frame
Large
companies produce in-depth sales and marketing strategies that may
include hundreds of pages and quarterly divisions. Smaller businesses
usually have smaller marketing budgets, so their strategic plans might
have fewer than 10 pages. The brevity of the plans produced by smaller
companies should not give the impression that writing one is not
important. Even for small companies, the plan should include strategies
and tactics for a full year, but probably will not need quarterly
divisions.
Related Reading: How to Identify Alternative Plans in a Strategic Marketing Plan
Scope
A
thorough sales and marketing strategy can include plans for messaging,
building brand awareness and advertising tactics. The plan should define
the frequency and length of time the company will utilize the various
advertising channels and platforms available. Depending on demographics,
one consumer group may respond better to a specific advertising
platform, such as social media advertising, and others may prefer
traditional advertising messages. The plan helps the marketing team
target the specific consumer groups with the advertising methods those
consumers prefer. Sales and marketing plans should provide qualitative
and quantitative methods by which a business can measure success of the
marketing campaigns.
Pricing
A
strategic sales and marketing plan lists the price for various goods
and the algorithms and factors used to arrive at the amount. Many
factors go into the proper pricing of a product or service. Not only
should a business consider its actual cost of goods, including
packaging, payroll and other expenses, the marketing team must carefully
consider their target consumer. Things that include seasonal
activities, customer needs, competition and overall economic conditions
should all factor into the price of a product or service.
Budget
Sales
and marketing usually make up the largest portion of a company’s
budget, regardless of company size. Each of the tactics and methods
listed in the sales and marketing plan should have individual portions
of the budget allocated to them. As the campaign progresses, the
marketing team can move funds from less successful tactics to more
successful ones, allowing more efficient uses of scarce resources.
SOURCE : http://smallbusiness.chron.com/strategic-sales-marketing-plan-5068.html
SOURCE : http://smallbusiness.chron.com/strategic-sales-marketing-plan-5068.html
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