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Marketing strategy and first 90 day plan

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Janice is a senior marketing executive with a 16-year track record of delivering outstanding results for B2B & B2C companies. She put together this slide deck to help CMOs and VPs of Marketing define their strategy and first 90 day plan.

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Marketing strategy and first 90 day plan

  1. 1. VP OF MARKETING: STRATEGY AND FIRST 90 DAY PLAN TO ACHIEVE MARKETING SUCCESS Janice Zhang July 2018 Note: this slide deck is sanitized intentionally to showcase the framework
  2. 2. Before • Company positioning (before) • Revenue (before) • Product positioning (before) • Marketing KPIs (before) After • Company positioning (after) • Revenue (after) • Product positioning (after) • Marketing KPIs (after) CASE STUDY: A SUCCESS STORY * It normally takes about 6 months to showcase marketing success. Do not confuse quick wins with repeatable success 2
  3. 3. Built a high performing marketing team MarTech & Ops Marketing Contribution • Brand SoV • User base growth • leads per month • Contribution to sales pipeline • Sales pipeline coverage Demand Gen Branding Product Marketing Event Marketing PR/AR MARKETING: AN OVERALL PICTURE • Company branding • Brand kit • Website • Campaigns strategy • Campaign cadence • MarTech • stack • Marketing Automation • Digital Marketing • Value prop • Product positioning • Pricing • Commercial events • Community events • PR • AR• Personas • Campaign measurement • Collaterals • ROI analysis 3
  4. 4. WS Strengths • 1 • 2 • 3 • 4 • 5 T • 1 • 2 • 3 • 4 • 5 Threats • 1 • 2 • 3 • 4 • 5 Weaknesses O • 1 • 2 • 3 • 4 • 5 Opportunities USE SWOT ANALYSIS TO DEFINE MARKETING STRATEGY 4
  5. 5. ESTIMATE MARKET SIZE & IDENTIFY TARGETS Total Addressable Market ü Description of the TAM • US vs international • Industry • Competition Target Segment ü Description of the target segment Target Customers ü Description of the target customers • Product and technology • Stage of adoption: innovator, early adopter, majority, or laggards • Other attributes Key personas ü Description of the key persons • User profiles • Buyer profile • Influencer profile 5
  6. 6. UNPACK THE CONVERSION MATH: FUNNEL REVIEW Funnel Stages Conversion Rate Actual ● xx Contacts Leads MQLs SQLs (Opp) PoCs Wins ~30% ~50% ~30% ~50% ~10% Gap Analysis Conversion Rate Benchmark xx xx xx xx xx ● xx ● xx ● xx ● xx 6
  7. 7. CALCULATE MONTHLY TARGETS Stages Conversion Rate Monthly Targets Wins xx PoCs 50% xx SQLs 30% xx MQLs 50% xx *Leads 30% xx *Contacts 10% xx Goal: xx Remarks • Time lags between conversion steps are not factored in—the calculated targets works best at steady state • Need to establish different funnels for existing customers and new customers 7
  8. 8. Awareness Engagements Leads Qualified Leads Opportunities • Increase the TOF volume • More channels & programs • Thought leadership content • Smart opt-in options • Effectively capture leads • Engage and nurture leads • Segment leads by persona • Progressive profiling • Define criteria for MQL & SQL • Score by behavioral & demographic • Account based marketing for B2B • Define opportunity stages • Measure conversion rates • Identify all possible paths to close the deals CONSTRUCT THE MARKETING & SALES FUNNEL 8
  9. 9. CASE STUDY FRAMEWORK • STAR (Situation, Task, Actions, Results) framework for customer case studies • Showcase ‘before’ and ‘after’ • Ask for customer quotes • Synthesize the key takeaways • Utilize design and stylistic elements to maximize readability 9
  10. 10. WEBSITE AUDIT • Brand positioning and consistency • Navigation • Opportunities for visitors to opt-in • Logical flow and CTAs • Presence of case studies and customer logos • Other areas as identified 10
  11. 11. 90-DAY PLAN TO ACHIEVE MARKETING SUCCESS • First 30 days (Sample) • Understand the company goal and growth target • Draft marketing budget and Marketing calendar for key activities for the year • Start marketing planning and set up marketing funnel • Map out KPIs • Identify talent/skill gaps • Study key product offerings and product roadmap • Identify key competitors • Review brand identity and brand promises with the CEO and the exec team • Gather key asks from frontline sales • Sit in customer calls and support calls 11
  12. 12. 90-DAY PLAN TO ACHIEVE MARKETING SUCCESS (CONT’D) 60 to 90 days (Sample) • Review lead qualification criteria and the hand off between marketing and sales • Review key customer segments and the characteristics of them • Review key customer wins to identify common patterns • Develop a multi-channel demand gen plan • Review ALL marketing and digital tools • Review marketing automation platform • Performance review with existing agencies • Identify ways to engage analysts and media • Update key buyer personas • Review sales collaterals • Brand review (and refresh if needed) • Review key conferences line-up 12
  13. 13. THANK YOU! Please contact Janice Zhang for training or consulting interests. Janice.zh@gmail.com

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