You’d never consider asking the local builder to build your new house without having access to an architects drawing yet the equivalent of this happens as a daily occurrence within many companies.
To put this in perspective, imagine that you’re standing next to a table opposite the chef, Jamie Oliver. In front of you on the table you both have access to an extensive list of ingredients. If the both of you were then asked to cook a complex meal using those ingredients I’m sure Jamie would manage this without a recipe, as this is what he does every day but how would you cope?, Would panic set in, would you start the task and then change direction half way through?
A set of written instructions or guidelines would allow you to progress in stages and provide help and support along the way.
So why is this any different from running your business?
Having a written marketing plan that people agree and understand helps keep your marketing programme on track, it guides decisions and allows budget and resource to be allocated and prioritized.
A marketing plan should be a live document that evolves as changes within your marketplace dictate, not something that gets written at the beginning of the year, put in a drawer and forgotten. Having a written document with key objectives allows you to consider the implications of how any market changes will affect your business and whether you need to amend or update your plan accordingly.
In the words of Seneca “if a man does not know to which port he’s steering, then no wind is favourable”
Get your business on track and keep it on track, start to write your plan today.