6 steps to a great marketing plan

© 2

015

Gio

vann

i Anc

hois

Driving marketing execution

© 2

015

Giov

anni

Anch

ois

AM Sarketing cademy eriesGIANNI ANCHOIS

6 steps to a great marketing plan

© 2

015

Giov

anni

Anch

ois

Peers

Social Media

understand and drive the ecosystem1. The market (simplified view)

Analysts

Press

Competitor

Client Client

Competitor

Client Client

Competitor

Client

1. Customer relations 2. Competitors’

strategy 3. Market influencers

(press, analysts) 4. Social media 5. Peers exchange

© 2

015

Giov

anni

Anch

ois

what are you selling to whom and how?2. Define your go-to-market

Top accounts

Enterprise accounts

Rest of accounts

INDI

REC

T SA

LES

DIRE

CT

SALE

S

CO

RE S

VCS

PRO

D. S

VCS

SOLU

TIO

NS

INN

OVA

TIVE

SVC

S

Remember: one size does not fit all!

© 2

015

Giov

anni

Anch

ois

build awareness, interest, engagement and demand3. Build your marketing engine

Select right targets and reach out techniques

Anticipate customer needs

Nurture leads and customers opportunities

Pick the right channels

Influence PR

Develop customer intelligence

Mar

ketin

g En

gine

Prod

uct/S

ervi

ces

fact

ory

© 2

015

Giov

anni

Anch

ois

get these right and your plan will rock!4. Five key success factors

!

1. Your portfolio and business priorities are agreed across your constituency.

2. Your go-to-market plan is signed off by sales and their coverage is consistent with the agreed account segmentation of the market.

3. Your customer knowledge extends across every company function (sales, delivery, admin) touching the client.

4. You have explicit, measurable objectives for each planned activity, and these metrics are cross-functionally agreed (EMEA, country and sub-regional level).

5. You enforce strict execution: disciplined application of marketing mix, accurate tracking, measurement and reporting.

© 2

015

Giov

anni

Anch

ois

picking the right plays5. Your playbook (sample applies to IT services)

Long

term

con

tract

s

Even

t pro

ject

s

Data Center Transformation

Apps to Cloud

Unified Communications

Executive Seminars

1-to-few engagements

Product Campaigns

Customer Analytics

End User Work Place

Cloud

Securing the Enterprise

Big data

Internet of Things

Payments

Top

Enterprise

Rest of accounts

© 2

015

Giov

anni

Anch

ois

direction and pace6. Set your short-term commitments

1.Build clear, strong commitment• align priorities • interlock with sales • set clear expectations

2.Build the team• assess and select talent • develop and share governance tools

3.Rollout new marketing model• explain roles and responsibilities • set key milestones • define interaction with subject matter experts and centres of

excellence • sign-off operational model

4.Get into execution mode!• don’t linger on endlessly revising your plan • start with a few campaigns and refine as you go

© 2

015

Gio

vann

i Anc

hois

Thank you.

AM Sarketing cademy eries

@giannianchois

http://www.linkedin.com/in/giannianchois/

[email protected]

Marketing

6 steps to a great marketing plan