How to Create a Startup Marketing Plan

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The document outlines an agenda for a planning workshop. The agenda includes an introduction on the approach, a hands-on workshop, group exercise, class exercise, and concluding remarks. It also discusses how most marketing plans fail because they are not adapted to changing realities, and quotes military strategists who emphasize flexibility over rigid plans. The document proposes a system of expedients for planning that focuses on goals, objectives to measure success, strategies to achieve goals, programs of related tactics, specific tactics, and plans to execute. It provides examples of goals, objectives, strategies, and tactics for a company's lead generation and sales efforts.

Empresariales Noticias y política

Planning for Reality
SEPTEMBER 19, 2012

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.

Agenda

6:00 - The Approach
6:15 - Hands-On Workshop
6:45 - Group Exercise
7:00 - Class Exercise
7:30 - Fin.

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 2

Most Marketing Plans

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 3

Helmuth von Moltke
“No plan of operations
extends with certainty
beyond the first encounter
with the enemy’s main
strength.”

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 4

Helmuth von Moltke
“No plan survives contact
with the enemy…”

“Good battleﬁeld strategy
boils down to a system of
expedients.”

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 5

Dwight D. Eisenhower

“Plans are useless.”
“But planning is everything.”

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 6

The Startup Journey
CONVICTION VS. FLEXIBILITY RIDING THE ROCKET

shared race
vision to scale

passionate proven real
hypothesis opportunity business

SELLING THE DREAM DISCONTINUOUS CHANGE

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
©2012 @MIKETRAP. 7

A System of Expedients

•  goal – what we hope to achieve
•  objective – how we will measure success
•  strategy – an approach we think will win
•  program – collection of related tactics
•  tactic – an execution that takes this approach
•  plan – how we intend to execute

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 8

Objectives: Leads

•  Marketing programs create X Suspects
•  ISRs generate Y Prospects
•  Sales team members accept Z Buyers
•  Q% Prospect Conversion Rate
•  Sales team closes B new customers
•  N% Buyer Conversion Rate
•  Sales team closes $X attributed revenue
•  Open up X new channel partner relationships
•  Become preferred partner for X partners

COPYRIGHT © 2012 ACTIFIO 10

Strategies
1.  Simplify and Align Actifio Positioning & Story
2.  Establish Product Marketing Capability
3.  Refine Inside Sales Model
4.  Establish Actifio University for New Hires
5.  Implement social tools for Global KM
6.  Shift Focus to Channels/EBC From Events
7.  More Focus on Gartner, IDC, Forrester
8.  Shift Focus of PR Effort to Copy Data
9.  Focus on Relationship Marketing Programs

Copyright ©2012 ACTIFIO

Tactics

•  Web Site - Explain what it is and how it works
•  Product Line Overhaul – Repackaging effort
•  Copy Data Estimator - System to quantify easily
•  TCO / ROI Calculator – Reflecting best practices
•  Proposal Generator – Or at least a template to
make this easier using the above

Agenda

6:00 - The Approach
6:15 - Hands-On Workshop
6:45 - Group Exercise
7:00 - Class Exercise
7:30 - Fin.

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 13

Agenda

6:00 - The Approach
6:15 - Hands-On Workshop
6:45 - Group Exercise
7:00 - Class Exercise
7:30 - Fin.

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 15

15 Minutes

Pair. Pitch. Switch.
©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 16

Agenda

6:00 - The Approach
6:15 - Hands-On Workshop
6:45 - Group Exercise
7:00 - Class Exercise
7:30 - Fin.

©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 17

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How to Create a Startup Marketing Plan

7. The Startup Journey CONVICTION VS. FLEXIBILITY RIDING THE ROCKET shared race vision to scale passionate proven real hypothesis opportunity business SELLING THE DREAM DISCONTINUOUS CHANGE ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. ©2012 @MIKETRAP. 7

8. A System of Expedients •  goal – what we hope to achieve •  objective – how we will measure success •  strategy – an approach we think will win •  program – collection of related tactics •  tactic – an execution that takes this approach •  plan – how we intend to execute ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 8

9. Goals 1.  Deliver leads that support our sales goals. 2.  Develop tools that make sales more effective. 3.  Establish copy data in the market conversation. 4.  Build infrastructure to support scaled growth. 5.  Improve experience of new & current customers. 6.  Shape culture to reinforce brand and values. COPYRIGHT © 2012 ACTIFIO 9

10. Objectives: Leads •  Marketing programs create X Suspects •  ISRs generate Y Prospects •  Sales team members accept Z Buyers •  Q% Prospect Conversion Rate •  Sales team closes B new customers •  N% Buyer Conversion Rate •  Sales team closes $X attributed revenue •  Open up X new channel partner relationships •  Become preferred partner for X partners COPYRIGHT © 2012 ACTIFIO 10

11. Strategies 1.  Simplify and Align Actifio Positioning & Story 2.  Establish Product Marketing Capability 3.  Refine Inside Sales Model 4.  Establish Actifio University for New Hires 5.  Implement social tools for Global KM 6.  Shift Focus to Channels/EBC From Events 7.  More Focus on Gartner, IDC, Forrester 8.  Shift Focus of PR Effort to Copy Data 9.  Focus on Relationship Marketing Programs Copyright ©2012 ACTIFIO

12. Tactics •  Web Site - Explain what it is and how it works •  Product Line Overhaul – Repackaging effort •  Copy Data Estimator - System to quantify easily •  TCO / ROI Calculator – Reflecting best practices •  Proposal Generator – Or at least a template to make this easier using the above

14. A System of Expedients •  goal – what we hope to achieve •  objective – how we will measure success •  strategy – an approach we think will win •  program – collection of related tactics •  tactic – an execution that takes this approach •  plan – how we intend to execute ©2012 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 14

18. thank you. @miketrap

How to Create a Startup Marketing Plan

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