I'm the closing speaker at the SMPS Northeast Regional Conference ("The Business of Innovation") from May 2-3. To conclude the conference, I'll be talking about strategic planning as a way to bring all the talk and learning about innovation back home so that marketers can work to transform their firms. Here's the blurb that I've pitched to the folks putting the conference together:
Bringing it all back home
Developing a strategic plan to lead your firm to marketing success
We all know that creating a strategic plan is essential to success, so why do so few firms have one? Well, it's probably because you haven't written it yet!
In this two-hour closing workshop, we'll review the essentials of developing and working with a strategic marketing plan:
· Running a planning meeting
· Writing the plan
· Making assignments
· Following up
· Sharing the plan with staff members
· Empowering marketing staff to own the plan
· Using the plan to evaluate opportunities
· Evolving the plan over time
As part of the workshop, each participant will write a one-page strategic plan for their firm—and leave with an action plan to work with firm principals to complete and implement the plan.
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