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Market Smart: How to Gain Customers and Increase Profits with B2B Marketing

d) Spread out your marketing initiatives over the year to
balance out capacity as much as possible, recognizing
that some activities simply have to be done at certain
times.

e) Evaluate what amount of resources you need—is it
a part-time resource, full-time resource, a number of
vendors?

This approach helps identify what resources are needed to
execute your marketing tactics. The drawback—very few
companies have the resources to do everything they want
to do.
I find a combination of these two approaches is the best way
to get a realistic calendar that prioritizes the right tactics.
To download a template for a marketing calendar, go to
www.marketsmartb2b.com/resources.
Most companies need three to six months of operating with
their marketing calendar to have a strong sense of what they
can really accomplish. The efficiency and project management
skills of your marketing resources will determine how much
can be accomplished.

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© 2012 Lisa Shepherd