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Strategic Marketing Planning
Strategic marketing planning is the process by which organizations identify and prioritize market opportunities to meet business objectives.
Gelb's process maximizes the value of your existing information to describe market segments and identify potential knowledge gaps. By creating market segment profiles, we then lead your team through a series of exercises to prioritize them based on your business strengths and the attractiveness of each segment.
This information-based discipline provides executives with the guidance to allocate resources most effectively. We lead teams to develop specific action plans using elements of the marketing mix (product, delivery, promotion, and pricing) to seize market opportunities.
Working with our partners, we can build a team of specialists to shape your sales, marketing, and product development programs.
By providing interim Chief Marketing Officer support, we provide on-site stewardship of your programs.
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Prioritize |
Organize |
Execute |
Control |
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What are the business goals? |
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How can the marketing mix be best utilized? |
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When will things happen? |
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How has each initiative performed? |
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What role does marketing currently play in the organization?
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Who will take responsibility?
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Who will coordinate vendor efforts?
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How well has marketing supported business goals?
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What are the most attractive market segments? |
When will this be executed? |
How well does marketing communications perform? |
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How well has the plan been executed? |
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What are our business strengths? |
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What resources are required to implement the plan? |
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What adjustments should be made for the next planning cycle? |
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What are the expectations and forecasts for these segments to meet business goals? |
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For more details about how we use research techniques in strategic marketing planning:
