William Russell Jan 20, 2014

By now, you have had the opportunity to create your marketing roadmap and are well on your way to implementing the specific tactics in your plan.  As you work through your marketing roadmap, keep your primary objectives in focus.  Doing so will help ensure that you reach your stated goals strategically and that you avoid veering off in the wrong direction. 

According to the timeline

Because your roadmap includes an annualized calendar that specifies when all of your marketing activity will take place, you should have few surprises as you work your plan.  Check your calendar frequently so that you can properly anticipate and plan for upcoming initiatives.  This will allow you the proper amount of time to allocate resources and execute marketing tactics as you originally intended.  By maintaining a proactive posture in following your timeline, you will increase your chances of accomplishing your established marketing goals.

The checkpoints and milestones in your marketing roadmap are important.  As part of your overall calendar and schedule, these represent the key points in your plan that allow you to compare actual performance against those that were planned.  These milestone evaluation periods are an excellent time to make any necessary adjustments and to document whether or not you are staying on track. 

Capture successes

When successes occur, capture them and document how they occurred.  You will want to know why certain things worked well and whether or not those accomplishments can be replicated.  Take the time to analyze these situations as they may represent excellent opportunities for a more efficient marketing implementation process. 

For example, suppose your marketing roadmap calls for the development and distribution of two press releases each month.  Let’s say that at the end of the month you reference your plan to determine what activities have been completed, what is in progress and what is planned for the next period.  If you were able to successfully create, distribute and publish your two press releases in your key market areas, then this is likely considered a success.  If you were not, then take the time to determine why.  Perhaps other projects took priority; maybe a news item was temporarily delayed; etc.  Whatever the case, you will want to acknowledge progress and keep the marketing process moving forward.

When reality sets in

Sometimes the plan takes a detour based on unforeseen occurrences.  This is why you have to prepare for the unexpected.  When this happens, remain flexible and adapt to the situation.  These potential setbacks may actually turn into opportunities.   

An unforeseen deviation could actually be a positive circumstance that developed after the marketing roadmap was created.  As an example, perhaps a partnership arrangement came into play unexpectedly that will allow for revenue opportunities that no one had anticipated.  Or, suppose a new vendor is introduced to your business that allows you to implement cost-effective programs that enhance customer relationships.  The lists go on, so be ready when these situations happen. 

The reality is that unexpected situations can and will occur.  Tackle these on a case-by-case basis to determine what action is required.  Then, you will be prepared to make any adjustments that are best for your business.

Supporting the team

As you work your marketing roadmap, make sure you are supporting your internal customer – sales.  Marketing is providing the fuel for your sales engine – don’t deprive your production engine from operating at its highest level.  When working your plan, ensure that sales is receiving exactly what they need from marketing.  And, be sure that you have reciprocating communication channels established so that your sales team provides marketing with input that will help the team be successful.   

Move it forward

On the surface, this may all seem simple and basic.  That’s partially true, but the reality is that few businesses invest any time and energy into developing a strategic marketing approach that supports revenue generating efforts.  Instead, they expect the sales team to somehow make it all happen.  For those that do develop a plan, there is a greater opportunity for success, but you have to commit to it. 

Venturing out without a plan to reach a desired destination is risky and not usually considered a wise move.  The same can be said for having a strategic marketing plan that sits on a shelf.  You have to work your plan to get results because the process is a continuous one.  As you do, be flexible and adaptable.  Capture successes as they occur and capitalize on new opportunities.  Having this mindset and commitment to your marketing roadmap will deliver the results your business needs.