Let’s talk about strategic marketing planning, shall we. If you’re in planning mode these days, you’re no doubt doing several fundamental things. These should include: aligning your objectives with your brand and business goals; defining your audiences; reviewing/updating your SWOT; establishing your KPIs; setting a realistic budget; and the list goes on. But what about the “soft” side of planning? Too often we get caught up in the “plan” itself, but not the process for creating the plan. So, here are three tips for strategic marketing planning: 

1. Allow Ample Time

How long does it take to create a really good, strategic marketing plan? Is it magically born from a 2-day off-site team planning meeting? Does it take a week? Is it developed in an afternoon? Of course the answer varies based on the size of the company, its goals and the budget/resources you have to work with. But too many companies rush to get a plan in place just to check it off their list. Or to get back to doing their daily activities. The best plans come with time. It requires time to think about your vision and goals. You need time to reflect on suggestions and ideas. Ideas must be researched and validated. And it takes time to get input and a broader perspective. Can plans be created quickly? Sure. Does the planning process need to drag on for months? No. But planning leaders must allow time for the process to flow at a smart pace, where ideas can be fully considered and vetted.

2.  Be Inclusive and Collaborative

No plan should be developed in a vacuum. A plan is a path to help an organization or team move in a direction with purpose and to achieve goals. It’s a guiding force and a North Star, meant to be seen, known about and acted upon by everyone who has a stake in the process and the outcome. So, if the planning process does not include people who need to be a part of its execution or its outcomes, how can there possibly be any buy-in from those people? Of course not everyone at your organization needs to be included in the process. But strategic planners need to consider every audience that has a stake, and then figure out the best ways to add them to the process. Doing this will allow you to get valuable input that could have otherwise been overlooked. It also allows you to create greater buy-in and alignment with all stakeholders. 

3. Have Honest Conversations and Dialog

How do you tell someone they have a bad idea in a planning meeting, yet still keep them engaged in the process? How do you tell the CEO you need more money to achieve the organization’s goals after you just got your budget cut? Planning leaders need to have honest conversations, use clear language and be as transparent as possible during the planning phase. Delivering platitudes when they are not justified (“That’s a great idea!”) or immediately discounting an idea (“That will never work”) are sure-fire ways to alienate participants or create confusion. Leaders should be thinking about the specific words, phrases and messages they need to communicate during planning sessions. Shocker: Clear language leads to clear expectations.

Plan vs. Process

We’ve all seen great looking plans on paper. But there is a big difference between what’s put on paper vs. how it was created and how it gets executed. These tips for strategic marketing planning can assist in getting a solid plan on paper. Yet they offer more. They can get people excited and engaged in the process, and ready to execute it. At the end of the day, a good plan comes from a good process.  

What are your thoughts? What are some other ways you can foster a strong and reliable process for your strategic marketing plans?