How to: Research your way to a successful marketing plan

Malinda Wilkinson, CMO at Salesfusion, demonstrates how a research-based approach can help shape an effective marketing plan.

Tis the season for developing next year’s marketing plan.

Some marketers view planning as an opportunity to chart out fresh strategies and tactics to generate success in the year ahead. Others are overwhelmed by the thought of it and don’t know where to begin.

There is so much pressure on marketers today to deliver results that creating a marketing plan can seem daunting. In my career, I have seen annual marketing plans range from 10 pages to 250 – it all varies according to the needs of the organisation. Ultimately, you want to develop a plan that is useful and manageable, not something overly complicated. Taking a thoughtful approach, leaning on your own data and research can help.