QUARTERLY PLANNING
Strategic
Marketing Through Quarterly Planning
O
BY : ANDY BUYTING
Our base of Client-Partners is made up of numerous companies from a variety of industries . Each one sells a unique set of products and services and follows a unique strategic approach . When we make the decision to engage with a new Client-Partner , a front-load term of our engagement is making sure that we are completely aligned with their business strategy before we start working on their marketing strategy .
In my other article on page 8 , I talk about how marketing strategy starts with business strategy and how if you don ’ t know your business strategy , no marketing agency can help you design an effective marketing strategy . Strategic marketing through quarterly planning follows this same line of reasoning .
Let ’ s say you ’ ve successfully gone through the process of identifying your business strategy , you ’ ve developed an effective marketing strategy , and you ’ re now ready to launch . This execution phase is where we encounter some real challenges . In many cases , we see businesses delegate the responsibility for the new
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