Marketing Plans Should Start with the Buyer’s Needs … Not Yours
I can’t blame marketers for avoiding the development of marketing plans, launch plans or any other version of a strategic plan. This apparently reasonable request usually requires countless hours of writing and revisions, only to be filed away in some dusty online folder.
The reason marketing plans don’t get implemented is that they are focused on what you want to achieve. In fact, countless articles and templates for marketing planning suggest that you start with your goals, obstacles, and objectives. While these are certainly critical components, I don’t see how marketers could possibly expect anything built around internal needs could withstand exposure to the pressures of new priorities, ideas and people.
