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Remember to Prioritize Your Marketing Plan Activities by: Urgency, Value, Ease, Opportunity, and Prerequisites
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GOALSKEY OBJECTIVES
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Sales Cycle StageOutcomesTools and TacticsPriorityPersona 1Persona 2KPIs
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AWARENESS
Generate Interest & Awareness:
Top of the Funnel		Increase Visibility & Drive Brand Awareness
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Educate with New Ideas & Thought Leadership
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Generate More Leads through Digital Advertising/Media
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CONSIDERATION
Provide Value & Earn Trust:
MIddle of the Funnel		Build Credibility, Authority, & Rapport by Teaching
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Strengthen the Sales Effort By Delivering Value
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Nurture Customer Engagement and Stay Top of Mind
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DECISION
Close the Deal:
Bottom of the Funnel		Accelerate Closing and Improve Ratio of Deals Won
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CHAMPION
Depth, Delight & Evangelism:
Build Your Referral Engine		Reward Customer Loyalty and Build Brand Champions
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BUILD THE SYSTEM
Create a Repeatable Process for Driving ROI from Marketing		Optimize Technology
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Implement Tracking
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Create Brand Assets Not Specific to a Single Phase
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Implement Process & Accountability
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