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Volume 3

Issue 4

Breakthrough Marketing Plans Tim Calkins

Why read this book?

BLUE SKY LEADERSHIP CONSULTING | 210-219-9934 | PETER@BLUESKYLEADERSHIP.COM

Blue Sky Leadership Consulting works with organizations to leverage Strategic Thinking and Execution Planning and we encompass many

of the principles in these books into our Four DecisionsTM methodology and development of company’s One Page Strategic Plans.

Whatever system you decide to use, understand them fully, implement them slowly and completely and maintain the discipline and

rhythm necessary to see concrete results. Employees tire of “Flavor of the Month” and thrive on organizational alignment, execution of

plans and achievements that garner a sense of accomplishment.

Key Quotes

“If you can create, secure support for, and execute a strong marketing plan, you can have a huge impact on a

business. If you can’t, you will struggle.” (P. 7)

“Marketing contributes to an organization when it leads to action, and ONLY then.” (P. 9)

“A marketing plan lays out the course for a business, drives integration, and builds support. These are all

critical tasks of leadership.” (P. 22)

“Jack Welch – You can’t believe how hard it is for people to be simple – how much they fear being simple.

They worry that if they’re simple, people will think they are simple-minded. In reality, of course, it’s just the

reverse. Clear, tough-minded people are the most simple.” (P. 38)

“A great marketing plan has to be built on realistic assumptions. It has to be achievable based on the

dynamics in the market.” (P. 66)

“The people reviewing a plan really don’t care about the work that went into creating it.” (P. 108)

“You have to create a document that communicates, persuades, resonates, and inspires.” (P. 109)

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Volume 3

Issue 4

Every company needs a plan that connects data and action. It also needs a process that connects what you

sell, services that you provide, and ideas to the needs of your customer. A good marketing plan can help

you boil down the vast amount of data available to you, identify what is important and then make some

good decisions on what actions to take.

We’ve perhaps experienced the following: 6 weeks of work to gather data, assess the

landscape, develop the plan, create a 100-page report, present 80 PowerPoint slides in a

2-hour briefing, receive the accolades for a job well done, set the report on the bookshelf

and then…. NOTHING…. until we do it all over again the next year.

There are five problems with most marketing plans (P. 30):

1. Too much data 2. No strategy 3. Lack of rationale - not persuasive 4. Unrealistic thinking 5. No focus

Breakthrough Marketing Plans by Tim Calkins

Contents

1. Introduction

2. Why Bother?

3. The Problems

4. The Key Elements

5. The Best Marketing Plans

6. The Planning Process

7. Writing the Plan

8. Presenting: The Big Show

9. Twenty Strategic Initiatives

10. Marketing Plan Template

11. Common Questions

12. Example: Flahavan’s

13. Example: Edzo’s

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Volume 3

Issue 4

The Key components of a great marketing plan is explained as the GOST framework. (P. 43)

1. Goals or objectives – what the business is trying to achieve through the marketing plan; the

DESIRED END RESULT. There should only be one or two, they should be quantifiable – specific and

measurable.

a. Should be a FINANCIAL objective and the plan should focus on the money – the PROFIT.

b. Revenue goals tend to be flawed as you can generate revenue that does not deliver profit.

c. There should also be a second target to BALANCE profit goals – customer satisfaction or

market share for example to incorporate the HOW to the WHAT. (P. 48)

2. Strategic initiatives – What the business will do to achieve the objectives.

a. These are the main actions the company will take to achieve the goals.

b. They should be CLEAR, start with a verb, be measurable and DIRECTLY support the

objectives.

c. Stay focused – more than three goals are often equivalent to having no goals (a quote from

an old boss of mine ) Fewer goals makes it easy to stay focused, easy to communicate,

easy to remember.

3. Tactics – specific actions that will bring the strategic initiatives to life. This is HOW you are going to

do it – your action plan

a. Every initiative should have tactics and tactics should be related to the broader initiative.

b. Tactics encompass the FOUR Ps – Product, Price, Promotion, and PLACE.

Create a one-page summary of your plan to maintain FOCUS, create an easy way to monitor results and

keep everyone on the same page.

Writing the plan

1. Don’t begin until you are clear on the recommendation. 2. Know who your audience will be. 3. People who write great marketing plans tell a story. 4. Provide data to prove your points and identify sources. 5. Simplify – create clarity. Refine and revise your document.

"A marketing plan has to be written, and written well, to be effective. A great plan should quickly get to the point, tell a simple story, and be supported by facts." (P. 129)

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Volume 3

Issue 4

The Planning Process (Pp. 73-105)

Create a cross-functional team all impacted areas

Builds support

Check the Foundation brand positioning

company vision

Vision statement of purpose

company values

long-term objective

Clarify the goals and objectives Never assume - verify

rarely does a bottom up approach work

Analysis, Analysis, Analysis What is changing

what is new

SWOT and three Cs (customers, competitors, channel partners)

Identify strategic initiatives and tactics Initiatives FIRST

Grow share or category

Penetration or buying rate

awareness, trial, or repeat

Profit equation (P. 95)

evaluate the tactics

Check the numbers

Sell the plan

Execute and track progress

Presenting your plan1

1. No surprises – sell your plan BEFORE you present to all key influencers and senior executives.

2. Set the stage – prepare the meeting room; arrange the seating. 3. Show confidence – practice, know the business, find the relevant facts and avoid opinions. 4. Gain some altitude – try to encounter turbulence in the middle not near the end. 5. Bring it to life – win the rational AND emotional argument. Make it memorable.

1 Breakthrough marketing plans. Tim Calkins. Pages 131-140

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Volume 3

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Strategic Initiatives

In chapter 9 the book shares 20 strategic initiatives that most businesses would find appropriate, as well as corresponding examples of tactics and measurements. Some examples include: Build Awareness, Expand Distribution, Increase Loyalty, Decrease Product Costs, and Enter a New Market. As the author states:

“NO STRATEGIC INITIATIVE IS RIGHT FOR EVERY BUSINESS. EACH BUSINESS HAS UNIQUE

CHALLENGES AT A GIVEN TIME, AND WHAT WORKS FOR ONE MAY NOT WORK FOR ANOTHER. THE

KEY IS TO BE AWARE OF THE WIDE RANGE OF AVAILABLE OPTIONS AND USE THE MARKETING

PLANNING PROCESS TO IDENTIFY THE INITIATIVES THAT HAVE THE BEST CHANCE OF DRIVING YOUR

BUSINESS FORWARD.” (P. 166)

Marketing Plan Template

The book helps in understanding what elements should go in each section providing detailed information for

each one. There is also a chapter on common questions that arise when developing your plan.

1. Executive Summary

2. State of the Business

3. Goals/Objectives

4. Strategic Initiatives

5. Tactics

6. Financial implications

7. Risks and contingencies

8. Milestones

9. Summary

The book concludes with several sample marketing plans. Like most learning I found that the best way to

thoroughly digest the material and understand the full impact is to put the information into action. Develop

your own plan based on these suggestions and you will find, as I did; that the principles Calkins suggests

really do provide focus and will complement, not replace, management systems in place.

For a real life example, Saul Vargas from Wittigs Marketing department share his insights on their marketing

plan.

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Volume 3

Issue 4

Calendar of Events May 27th 8:00 AM – Wittigs The Storytellers Secret – Carmine Gallo

June 17th 8:00 AM – Wittigs Simple Rules- Sull & Eisenhardt

July 22nd 8:00 AM – Wittigs Everyone Communicates, Few Connect – John Maxwell

August 26th 8:00 AM – Wittigs Team of Teams – Gen McChrystal

September 23rd 8:00 AM – Wittigs Triggers – Marshall Goldsmith

October 21st 8:00 AM – Wittigs

November 18th 8:00 AM – Wittigs

December 16th 8:00 AM – Wittigs

Friday May 27th

Friday June 17th

Friday July 22nd

In Simple Rules, Sull and Eisenhardt masterfully challenge how we think about

complexity and offer a new lens on how to cope. They take us on a surprising

tour of what simple rules are, where they come from, and why they work. The

authors illustrate the six kinds of rules that really matter - for helping artists

find creativity and the Federal Reserve set interest rates, for keeping birds on

track and Zipcar members organized, and for how insomniacs can sleep and

mountain climbers stay safe.

The Storyteller's Secret

The Storyteller's

Secret

Everyone Communicates, Few Connect

Everyone

Communicates, Few Connect