From the course: CMO Foundations: Become an Effective CMO

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A pragmatist’s modern marketing plan

A pragmatist’s modern marketing plan

From the course: CMO Foundations: Become an Effective CMO

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A pragmatist’s modern marketing plan

- Singer, songwriter, and Beatle, George Harrison, found his inspiration from Alice in Wonderland when he wrote Any Road. You've probably heard the lyrics many times. "If you don't know where you're going, any road will do." Over the past 19 years, I have reviewed hundreds of sales and marketing plans, and some read more like children's storybooks than pragmatic business builders. I've discovered five missing pieces. First, many marketing plans are written like fairy tales. They barely connect to the organization's top three or four goals. And this isn't just true for startups and solopreneurs. One of my clients generates 60 million dollars in revenues. They have been in business for 30 years and they have a very defined set of products and customers, but their marketing team cannot consistently recite the company's strategic goals. They feel constantly overwhelmed. Under those conditions, how can you expect teams to prioritize their daily activities? Second, many plans ignore the…

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