A Marketing Plan That is Sure to Fail

Source: Rain Today

The following will guaranty failure of your marketing plan:

• Let top management create the plan and give it to staff.
• Use only those tactics that competitors use.
• Don’t incorporate any accountability for achieving goals.
• Don’t change what you have done in previous years.
• Create a marketing committee.

The first four are obvious. The last one may not be. Marketing committees can be counterproductive. The author presents some reasons:

• When an innovative idea is presented, it is unlikely to get consensus. It is easier to sabotage it than agree with it.
• Commonplace ideas are easier to agree with. Other knowledgeable people have used them.

For the complete article, click here and see “6 Keys to a Terrible Professional Services Marketing Strategy (Part II).”

From Rain Today, www.raintoday.com.

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