In order to achieve peak performance marketing, it is essential to have a plan. And not just any old plan: it needs to be robust, dynamic, realistic and aligned with corporate objectives – in other words, a masterplan. Ian will call on his vast experience of strategic marketing providing key insights on excellence in strategic marketing planning, and actionable learning points. This session will cover:
Setting aims and objectives
Engaging and aligning with wider organisational thinking
Understanding measurement and ROI
Tactical thinking and learning from past experience