01 — Planning
Planning
Most marketing problems are prioritisation problems.
Companies rarely lack ideas. They lack agreement on which three matter this quarter.
Strategic planning is the work of deciding what a company should do in marketing and in what order: understanding the offer and the buyer, finding where the funnel leaks, choosing channels deliberately and setting the measurement that will show whether it worked.
02 — Detail
Diagnosis before channels.
A company with plenty of traffic and no sales needs the opposite of one with a converting page and no visitors. Choosing channels before establishing which of those you are is how budget gets spent on the wrong problem competently.
Most funnels have one dominant constraint at a time. Fixing anything other than the constraint produces almost no change in results, which is why marketing spend sometimes doubles with nothing to show.
The plan should also say what not to do. A list of twelve initiatives for a team of two is not a plan; it is a way of guaranteeing that everything progresses slowly and nothing finishes.
03 — How it works
How planning runs.
- 01
Understand the offer
What is sold, to whom, at what value, against which alternatives.
- 02
Find the constraint
Where the funnel actually leaks, measured rather than assumed.
- 03
Choose channels
Deliberately, from where the buyers are and what the constraint is.
- 04
Sequence
What comes first, and explicitly what is postponed.
- 05
Define success
The numbers that will show whether it worked, agreed before starting.
04 — Questions
Next step
Not sure where to start?
Tell us what you sell and what you have tried. We will tell you what the constraint probably is.
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