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Chapter 12—What is a tactical B2B marketing plan?
Without a strategy, marketing tactics are often just a haphazard
collection of ideas. But B2B marketing effectiveness lies in
translating that strategy into action through tactical planning.
A tactical B2B marketing plan outlines:
• What will be executed—A clear list of the marketing
tactics that will be undertaken based on the marketing
goals.
• When tactics will happen—A calendar that outlines
the timing of tactics and activities.
• Who will be responsible for implementing—A
detailed schedule of the amount of time and other
resources required along with responsibilities for who
has input and who is in charge.
• How much money will be spent—The budget for
each tactic.
• Why the tactic is being undertaken—How
performance will be measured, primarily the outcomes
and metrics the team will use to gauge success.
Developing the tactical plan helps prioritize the marketing
tools and initiatives that will fulfill your objectives.
A solid tactical plan is essential for managing the marketing
function—without one, it’s difficult to monitor performance and
determine whether you’re making progress.
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© 2012 Lisa Shepherd
