Comments on: Why Writing Plans Can Be SMART

By: Beth Harte

Beth Harte — Sat, 03 Jan 2009 22:47:16 +0000

Happy New Year everyone! Thanks for the feedback.
The marketing descriptors (’shooting from the hip,’ ‘clever tactics,’ and ‘kooky creative department ‘) used are quite interesting. Perhaps it’s time for the marketing department to get a makeover–especially if it’s ever to earn the respect it deserves either from marketers or management.

By: Mike Brown

Mike Brown — Thu, 25 Dec 2008 12:49:00 +0000

Great points about the importance of "thinking" through the plan and its importance relative to "writing" a plan. I use this checklist of questions as a cheat sheet to make sure we've considered fundamental planning elements amid the pressures of just getting things done and out the door. You can find the checklist at: http://brainzooming.blogspot.com/2008/03/do-you-have-what-it-takes-for-marketing.html Thanks, Mike Brown http://brainzooming.blogspot.com

By: Elizabeth Grant

Elizabeth Grant — Tue, 23 Dec 2008 18:14:55 +0000

Having a well developed and organized plan helps take the Marketing Department from being that ‘kooky creative group’ to being a department with goals and objectives and measurement benchmarks just like every other department. Upper management appreciates that and the marketing team appreciates knowing what path and goal they are to be working toward.

By: Marian B. Wood

Marian B. Wood — Mon, 22 Dec 2008 19:01:25 +0000

To show higher-ups the value of your marketing ideas, be sure to link your goals to the company’s goals. For example, explain how your marketing plan will increase company revenue/profit and/or improve your firm’s competitive standing. Clever tactics just aren’t enough: The bottom line is, well, the bottom line for management.

By: Michael Goodman

Michael Goodman — Mon, 22 Dec 2008 18:01:03 +0000

I too am a big believer in having written plans. For a small business, though, the planning process needs to be scaled way down, so the THINKING process is more important than the writing.
My large corporate clients often equate a good plan with thoroughness, plenty of facts and figures, and implementation details, while my smaller clients err on the side of breezing through the strategic thinking that underpins a good plan. Obviously both are missing the most important aspect — the hard strategic thinking.
Creating a plan is more than writing down a lot of information.

By: Blog Expert

Blog Expert — Mon, 22 Dec 2008 15:19:01 +0000

I’m suprised by the number of marketers who have a plan and actually stick to it. I mean someone should!

By: Nick Stamoulis

Nick Stamoulis — Mon, 22 Dec 2008 15:09:26 +0000

It is always important to put together some sort of plan of attack for your business. Shooting from the hip every month is not going to cut it.