OverviewOverview Marketing Plan DevelopmentMarketing Plan Development

Client Relationship Client Relationship ManagementManagement

New Business DevelopmentNew Business Development

ClearClear - The plan should be an - The plan should be an unambiguous outline of unambiguous outline of exactlyexactly what is to what is to be done. be done. 

QuantifiableQuantifiable - Each activity should be - Each activity should be quantifiedquantified, therefore performance can be , therefore performance can be monitored.  monitored. 

FocusedFocused - Apply the - Apply the 80:20 rule80:20 rule! ! RealisticRealistic - Activities and/or goals should - Activities and/or goals should

be achievable. be achievable.  AgreedAgreed – Staff and/or Departments who – Staff and/or Departments who

are to implement them should be are to implement them should be committedcommitted to them, and agree that they to them, and agree that they are achievable. are achievable.

Portfolio planning -Portfolio planning - Coordinated Coordinated planning for the individual products planning for the individual products and/or services contributes towards a and/or services contributes towards a balanced marketing plan portfolio. balanced marketing plan portfolio.

80:20 Rule - 80:20 Rule - The marketing plan The marketing plan needs to concentrate on the 20 percent needs to concentrate on the 20 percent of products and/or services, which will of products and/or services, which will account for 80 percent of the profit.  account for 80 percent of the profit. 

Marketing Strategy Marketing Strategy ProjectionsProjections

Sales analysis – Sales analysis – New and Existing New and Existing businesses should track their sales results.businesses should track their sales results.

Market share analysisMarket share analysis - Keep in mind - Keep in mind

when collecting data on market share when collecting data on market share analysis: analysis: overall market shareoverall market share, , segment segment shareshare – ( – (specific targeted segmentspecific targeted segment) and ) and relative sharerelative share - ( - (relation to the market relation to the market leadersleaders). ).

Expense analysisExpense analysis - The key ratio is - The key ratio is typically the marketing expense to sales typically the marketing expense to sales ratio – (eg. ratio – (eg. ROIROI).).

Client Relationship Client Relationship ManagementManagement – ( – (CRM)CRM)

CRM is both a CRM is both a qualitative approachqualitative approach:: ((human interactionhuman interaction) and a ) and a quantitative quantitative approachapproach:: ( (software applicationsoftware application), and plays ), and plays an critical role in an critical role in marketing plan marketing plan developmentdevelopment..

CRM is a combination of policies, CRM is a combination of policies, processes, and strategies implemented by processes, and strategies implemented by businesses to businesses to enhanceenhance customer customer interactionsinteractions and provide a means to and provide a means to track track customer informationcustomer information..

Qualitative ApproachQualitative Approach Client leadershipClient leadership – Become a – Become a

trusted advisor to your client.trusted advisor to your client. Relationship strategyRelationship strategy – Determine – Determine

what client opportunities you should what client opportunities you should pursue.pursue.

Quality AssuranceQuality Assurance – – Ensure high Ensure high quality work and service at all times. quality work and service at all times.

80:20 rule80:20 rule – The top 20% of an – The top 20% of an organization’s clients should have a organization’s clients should have a customized CRM approach. customized CRM approach.

Quantitative ApproachQuantitative Approach

Analytical CRMAnalytical CRM: Analyzes customer : Analyzes customer data for a variety of purposes such as: data for a variety of purposes such as: designing and executing campaignsdesigning and executing campaigns, , analyzing customer behavior and analyzing customer behavior and creating a management information creating a management information systemsystem..

Sales Intelligence CRMSales Intelligence CRM: Is a direct : Is a direct sales tool, leveraged for acitvites such sales tool, leveraged for acitvites such as: as: cross-selling / up-selling, sales cross-selling / up-selling, sales performance and tracking customer performance and tracking customer trendstrends..

What is new business What is new business development about?development about?

GrowthGrowth New VerticalsNew Verticals New Revenue Streams New Revenue Streams Innovation and CreativityInnovation and Creativity Leveraging Technology Leveraging Technology Collaborative PartnershipsCollaborative Partnerships Go Global! Go Global!

How does new business How does new business development get done?development get done?

Assessment of marketing Assessment of marketing opportunities and target markets = opportunities and target markets = ((MPDMPD).).

Intelligence gathering on customers Intelligence gathering on customers and competitors = (and competitors = (CRMCRM). ).

Generating leads for potential sales = Generating leads for potential sales = ((CRMCRM). ).

Proposal and presentation Proposal and presentation management = (management = (CRMCRM).).

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