The first step of building a successful 30/60/90-day marketing plan is defining the goal you’re working toward. It may include leaving some aspirations on the cutting-room floor as you should be conscious of which KPIs you can reasonably influence.
“Depending on your size and sophistication, you’re not going to list of belarus consumer email be able to encapsulate all the activities that you might need in just a 30/60/90-day plan,” Alyssa says. “When your plan doesn’t have that primary focus, it tends to not be as executable because you’re trying to do everything and anything.”
To set your goal, start by gaining an understanding of what your responsibilities are in relation to your organization’s growth. An important distinction at this point is whether your fundamental objective is one of maintenance vs. introduction.
Particularly for corporate and enterprise-scale businesses, you'll want your plan to distinguish the ongoing demand generation activities that you need to maintain (what you'd consider the "table stakes" to keep your inbound engine running) from newly introduced strategic plays (such as a product/offering launch, expansion into a new vertical or a pivot from acquisition to existing business revenue).
For smaller businesses — particularly startups — the challenge is creating the beginning foundations of a demand generation program and all of its platforms and growth playbooks. This juncture can be particularly difficult for businesses of this size, as it demands a great degree of internal alignment on priorities and realism around what you can accomplish with a leaner team and limited resources.
Other goal-setting considerations connect to KPI ownership: Are you responsible for driving a percentage of your company’s overall revenue? Are your efforts only targeted at a specific geographical region or product line?
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