Strategic Marketing Plans

Ask somebody what a marketing plan is, and they often think of tactical items like advertising blocking charts, event schedules, and new product development timelines.

But a proper strategic marketing plan is really more like a business plan.

It doesn’t cover corporate and operational items such as production, HR, legal and finance. Instead, it drills down into business strategy, sales and marketing in much more detail than a business plan.

To use a football analogy, everybody knows you can’t win without scoring, and your strategic marketing plan is like the playbook for the offensive squad. Your defensive squad —┬áHR, finance and legal — might be the best in your industry, but they can’t win the day without great sales and marketing.

We’ll develop a strategic marketing plan combined with a go-to-market action plan that you can work from, and measure your progress against.

Setting Goals

  • Articulating and agreeing on business goals
  • Creating vision and mission statements (if you don’t already have them)
  • Using VCP calculations to quantify targets

Researching Your Market

  • Researching your industry’s background and trends
  • Performing a competitive scan to see how your direct competitors and substitutes stack up
  • Developing an overview of the external business climate that identifies any political, economic, social and technological challenges (PEST analysis)

Setting a Market Focus

  • Sizing and segmenting your market, and targeting specific segments to determine your addressable market
  • Defining buyer behaviour to see how your customers think about buying and using the types of products and services that you offer

Developing New Products

  • Thinking through the rationale for developing new product/s
  • Value engineering a product line to create an R&D roadmap

Creating a Price Sheet & Sales Forecast

  • Developing a pricing strategy
  • Creating a complete offer and the required products
  • Developing product SKUs and a price list
  • Estimating sales units and revenue

Managing Distribution Channels

  • Determining out who will sell your products, how much it will cost, and how you can manage it
  • Identifying major distribution players in your industry
  • Creating a channel management program

Advertising & Promotion

  • Elements of branding, both traditional and on-line
  • Defining key messages
  • Selecting advertising and promotional activities to reach your target market

Your marketing plan will be presented in a professional format that meets the recommendations of the American Marketing Association. Show your partners, investors, banker, and employees that you mean business!

  • Contact Us

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    Meet Greg Graham, Certified Management Consultant

    Market Metrics Inc. helps knowledge-based businesses with strategy, planning and innovation, and was founded in 2003 by Greg Graham, a seasoned marketing professional.

    Greg is a Certified Management Consultant (CMC), a Fellow of the Ontario Institute of Management Consultants (FCMC), an Accredited Small Business Consultant (ASMEC) in the United States, a member of the American Marketing Association, and holds MBA/BEE degrees plus a Certificate in Strategic Management.

    Prior to founding Market Metrics, his 21 years of corporate experience encompassed tech start-ups through Fortune 500 companies.

    Greg frequently performs consulting engagements on behalf of the Government of Canada’s Industrial Research Assistance Program (IRAP).