Compass Sales Marketing Plan by kellena94

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									                     2009
Compass Sales & Marketing Plan




                     Rob Henderson
                     Mariner Consulting LLC
                     1/1/2009
                            Compass Sales & Marketing Plan
1. Non-disclosure agreement
2. Executive Overview
3. The Enterprise
   3.1. Brand Objectives
       3.1.1. Core values & business philosophy
       3.1.2. Brand message, tone, voice
       3.1.3. Imagery
           3.1.3.1.     Portraiture and vignette depiction of the brand:
                3.1.3.1.1.       Lifestyle
                3.1.3.1.2.       Architecture
                3.1.3.1.3.       Cultural and living arts
       3.1.4. Sensory keywords and vocabulary
       3.1.5. Creative themes and processes:
           3.1.5.1.     Color palette
           3.1.5.2.     Font typography
           3.1.5.3.     Copywriting themes and styles
           3.1.5.4.     Logos
   3.2. SWOT Analysis
       3.2.1. Product
       3.2.2. Service
       3.2.3. Location
       3.2.4. Seasonality and other performance fluctuations
       3.2.5. Physical and emotional barriers
   3.3. The Future
       3.3.1. Growth potential
       3.3.2. Shrinkage potential
       3.3.3. Prospects for sustainability
4. Market Description
   4.1. Environmental factors
       4.1.1.Economic indicators
   4.2. Business segments
   4.3. Summary of Top/Target/Prospect/Suspect customers
   4.4. Business development strategies to impact business volume:
       4.4.1. Growth
       4.4.2. Acquisition
       4.4.3. Maintenance
       4.4.4. Elimination or other alternatives
5. Sales & Marketing Strategies
   5.1. Product and services:
       5.1.1. Details
       5.1.2. Value
       5.1.3. Brand name(s)
       5.1.4. Packaging, if applicable




Mariner Consulting LLC                                                     Page 2
                           Compass Sales & Marketing Plan
   5.2. Pricing:
       5.2.1. Details
       5.2.2. Yield and pricing management
           5.2.2.1.       Compared with comp set, YOY, Budget, Forecast
           5.2.2.2.       Inventory and intellectual property control
       5.2.3. Incidental revenue drivers: Promotions, packages, value-driven offers
       5.2.4. Seasonality factors and flexibility
   5.3. Distribution channels:
       5.3.1. Direct sales, including deployment
       5.3.2. Regional/national/international direct sales
       5.3.3. Web and online sales/marketing
           5.3.3.1.       SEO, SEA, online distribution, tracking
           5.3.3.2.       PPC strategy
           5.3.3.3.       RSS, blogs, podcasts, IM and text messaging strategies
           5.3.3.4.       UGC strategy: social networks and social media messaging
           5.3.3.5.       Reputation management
                5.3.3.5.1.        Avalon, or similar vendor
       5.3.4.Direct mail solutions
       5.3.5. 3rd party systems and partners
       5.3.6. Internal departments/outlets and external company programs
       5.3.7. Loyalty programs
       5.3.8. Promotions, special events and public relations
       5.3.9. Media plan/advertising
       5.3.10. Memberships in trade associations and professional organizations
       5.3.11. Convention and trade show participation
       5.3.12. Travel and entertainment
   5.4. Collateral for all products and services
       5.4.1. Print
       5.4.2. Web
       5.4.3. Photography archive
       5.4.4. Ad agency creative, copywriting and design work
       5.4.5. Media kit
       5.4.6. Branded Collateral and correspondence
       5.4.7. Branded promotional items
6. Sales & Marketing Organizational Structure
   6.1. Deployment Strategy and Objectives
   6.2. Organizational emphasis and factors:
       6.2.1. Marketing
       6.2.2. Sales
       6.2.3. Strategic partnerships and alliances
       6.2.4. Other revenue-producing positions
       6.2.5. Other non-revenue producing positions




Mariner Consulting LLC                                                                Page 3
                            Compass Sales & Marketing Plan
      6.3. Review of current, key personnel
          6.3.1. Experience
          6.3.2. Open/vacant positions
          6.3.3. New position(s) needed
      6.4. Sales and Marketing Operations Summary
          6.4.1. Summary of the sales process
              6.4.1.1.     By individual, by team, by segment, by outlet/department
          6.4.2. Technology:
              6.4.2.1.     Current v. Needs Analysis
          6.4.3. Contracts, proposals and correspondence
          6.4.4. Equipment and logistics
          6.4.5. Goals
              6.4.5.1.     Setting goals v. revenue targets and segment opportunities
              6.4.5.2.     Goals accountability, performance management and tracking systems
              6.4.5.3.     Incentive plans for goals achievement
          6.4.6. Other tools and supplies
7.    Key Issues, Opportunities, Roadblocks and Challenges
8.    SMART Plans – SPECIFIC, MEASURABLE, ACTIONABLE, RESPONSIBLE, TIME-BOUND
      8.1. Timetables by goal
      8.2. Accountability by person
      8.3. Milestone achievement for overall plan
9.    Financial Projections
      9.1. Marketing Expenses
          9.1.1. Year One
          9.1.2. Year Two
          9.1.3. Five Years
      9.2. Sales Expenses
          9.2.1. Year One
          9.2.2. Year Two
          9.2.3. Five Years
      9.3. Sales Revenue
          9.3.1. Year One
          9.3.2. Year Two
          9.3.3. Five Years
10.   Charts
      10.1.        Revenue per sales person, Year One
      10.2.        Revenue per sales person, Year Two
      10.3.        Revenue per sales person, Five Years
      10.4.        Revenue v. Marketing Expense
      10.5.        Revenue v. Sales Expense
      10.6.        Revenue v. Sales & Marketing Expenses, combined
11.   Supporting Documents




Mariner Consulting LLC                                                                         Page 4

								
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