5 criteria every marketing plan must meet

Fact: Best-in-class marketers are better than their peers at aligning marketing with business outcomes, and clearly conveying their impact and contribution (accountability) to the organization. Alignment and accountability are inextricably linked and are the cornerstones of any successful marketing organization. Without business alignment it’s impossible to quantify marketing’s value and to select the right metrics.


Your marketing plan is one of the most powerful alignment tools available. Additionally, research has shown that companies with a marketing plan experience a 24-30% improvement in sales over those without a plan. Much more than a list of actions or an itemized calendar of activities and costs, best-in-class marketing plans:


Identify priorities, prioritize resources and enable organizations to select the best customer and market opportunities.

Serve as the foundation for the activities that create and nurture the promise of value to the customer.

Provide a direct-line-of sight between marketing activities and investments and business outcomes and results.

Are a living roadmap that is anchored to the overall business’ outcomes and focuses on customer value, growth, and profitability.

Guide the creation of your marketing metrics and marketing dashboard.

How does your marketing plan stack up against our criteria? It is crucial that your marketing plan meets ALL of these criteria to ensure that you are connecting marketing to business results and ultimately driving revenue. Request a marketing plan assessment and let us help you prove and improve the value of your marketing.

Our proven patent-pending Accelance® methodology and application was designed specifically to support alignment efforts, and ultimately produce an outcome-based marketing plan.

by Laura Patterson – VisionEdge Marketing

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