Phase II: The Roadmap
If the blueprint establishes the foundation of your business, the roadmap provides the path to getting to the destination.
During this phase, we will work on creating marketing systems that allow you to plan and prioritize your work. With your roadmap in place, your team will be focused on the marketing activities that are most critical for your growth.
The systems we develop in The Roadmap grow with your business and can be repeat for each planning period.
PHASE II OF MARKETING GROWTH FORMULA IS 5 WEEKS OF INTENSE PLANNING AND PRIORITIZING.
After creating your roadmap, you will be able to:
- Use a repeatable planning process that grows with your business
- Prioritize the most important work
- Plan your teams weekly work and deliverables
- Create a budget that fits with your current financial plan
- Track your performance so you can gauge the success of your marketing activity
Here are the tools I’ll be using to create your roadmap:
MARKETING GROWTH FORMULA GUIDE BOOK
All clients get a free copy of my book, A Fresh Wave of Marketing: An Intentional Approach to Marketing for Visionary CEOs.
This book walks with you hand in hand through the exact details you need to create your personalized Marketing Growth Formula.
This easy read is filled with strategies, tips, and actionable exercises to prepare you for our weekly meetings and maximize our time together.
STRATEGIC PLANNING TEMPLATE
This fully customized Trello template will help us capture the different marketing initiatives and prioritize them based on the quarter they need to be completed.
You and your team will know exactly what to do every single day to keep things on track, get things done and meet your goals.
A simple template outlines your annual and quarterly marketing spend and allocates it to specific strategic priorities. We make sure there’s a strategic plan for your marketing dollars so you’re not overwhelmed at the idea of multiple initiatives, where the money will come from, and have the confidence to know the initiatives will make an impact on your bottom line. We align the moving pieces of the budget with the strategic priorities outlined on our Trello board so you can see that your hard-earned money is being spent in the right places. There is comfort that comes in knowing that your initiatives are set in place to achieve goals.
WEEKLY ACTIVITY TEMPLATE
Another Trello template to focus your team on the most important work for the week so they can keep things on track and get things done. This starts with strategic planning to create and organize marketing initiatives that align with your goals and will provide focus for the plan.
MARKETING DASHBOARD TEMPLATE
A simple template tracks key metrics that are most meaningful to your business and outlines only the 10-15 KPI’s (key performance indicators) you need to know to measure your success. These analytics give you a base for tracking what is working in your marketing efforts so you can be smart, strategic, and pivot directions if needed.
Customer Journey map
This plan documents the path your audience takes from first touch through loyal customer. Each stage of this journey is addressed by planning the tools, resources, and processes that makes the best experience for your customer. This journey will help you prioritize the most important elements of your marketing and turn your focus from company-centric to customer-centric.
Here’s what we’ll cover during our 5 weeks together:
WEEK 1: STRATEGIC PLANNING & PRIORITIES
As a visionary, you have a million ideas of things you want to be doing in your business. But not all of those things are necessarily the best use of your team’s time.
During week 1, we will —
- Create a template to map your strategic marketing objectives (the things that will make the most impact)
- Prioritize your objectives and set 90-day goals
- Review your priorities in relation to your long-term goals so that you are focused on the RIGHT work
- Create a Weekly Action Plan template to give your team accountability to get things done
WEEK 2: SET A BUDGET
One of the biggest mistakes businesses make in terms of marketing is spending money without a plan on marketing activity without a clear budget. Setting a budget forces businesses to think strategically about where and how they spend their marketing dollars. No more buyer’s remorse on quickly thrown together campaigns that didn’t yield the results you expected. It’s all planned out in a thoughtful and strategic way.
During week 2, we will establish a budget that you are comfortable with and that can grow and scale with your business.
Your budget is a simple template that covers —
- Annual and quarterly projected marketing spend based on your strategic marketing objectives (the dollars you need to achieve success with your marketing plan)
- Allocation to specific campaigns, project, or channels (specific initiatives and the amount you’ll spend)
WEEK 3: TRACK YOUR SUCCESS
As CEO, it’s important to you that the time and money you spend on your business results in positive outcomes.
During week 3, we will define the short list of the most important metrics you should be tracking on a regular basis. We use these metrics to determine if you’re on track to reach your goals.
This week, we will —
- Create a simple, easy-to-use Marketing Dashboard
- Focus your business on 10-15 of only the most important metrics
- Set up more templates for your team to track marketing activity on a more granular level
WEEK 4: CREATE A MESSAGING PLATFORM
You’ve heard that content is king, but you have no idea what your company should be talking about to engage your customers.
During week 4, we will create a messaging platform that provides a baseline for talking about your business and the groundwork for content you put out to the world. This is your brand story and message, created to be clear about who you help and what you offer--in a way that makes it all about your customer and their needs.
From ad and website copy to email marketing and social media messaging, you’ll have a clear direction for what to say and how to say it.
WEEK 5: Map the customer journey
Much like a marketing funnel, your customer journey maps the relationship with your audience from first touch through loyal customer. Capturing this journey allows you to meet your customers where they are and focus on the most valuable elements of your marketing. A solid customer journey can improve your customer lifetime value and decrease acquisition costs.
We will spend time during week 5 —
- Outlining the major stages of the customer's buying process
- Identifying what tools your audience needs to advance from one buying stage to the next
- Incorporating the tools into your marketing priorities and work flow