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There is only one way to make sure marketing plans receive the finance they deserve. It is when they are not only costed but planned effectively, demonstrating not only an ability to interpret the need of the business but a strategic delivery of communications which will effect those revenue goals.

Unnecessary Pressure

Too many times, business leaders see budget squandered on projects that fail to deliver through effective planning or co-ordination of activities around the campaign itself. Pressures are applied where activities impact and are far too often unnecessary. Agency costs rise dramatically as they render increasing amounts of account management time against work that is of the last minute and as a client you are creating the need so argument is out of the question.

Poor management - whether local or global - of marketing plans, is a simple way to waste finance.

Strategic Implications

Attendees will begin by assessing the strategic implication of the plans, the goals they are trying to achieve, the milestones that are critical and above all the revenue targets that have been set for the sales teams. This strategic approach will help members of the workshop assess their activities in a framework, which reduces activity through planned campaigns not reactive ones or point solution tactics in response to pressure or performance.

Effectiveness Assessment

Once the strategic foundation is applied, attendees will be asked to consider the activities of each of their channels from direct to partner, sales teams to self-service or web. Activities will be considered for each in turn and the effectiveness assessed in terms of compelling proposition and effective co-ordination or integration with other marketing projects.

Once documented, this will permit the generation of targeted critical path planning, allocation of resource tasks and a red/green/amber method of monitoring progress and project planning.

Workshop StagesWorkshop DetailsBook Online Now

For our research purposes, please indicate in the panel above your rating of importance or concern within your business for each stage in data quality and data planning; 1 being low, 5 being of high importance or critical to your business.

Workshop Stages Rating
Assessment of corporate goals and the impacts this will have upon marketing planning and sales activities
1 2 3 4 5
Assessment of the planning tools and effective implementation across a virtual contribution team beyond those members of the marketing team.
1 2 3 4 5
Considerations towards the management of external resources and the consolidation of such to render extra finance scope
1 2 3 4 5
Assessment of the virtual contribution team and the impacts of commitment changes
1 2 3 4 5
Application of milestone planning
1 2 3 4 5
Consideration as to the affect of contingency and its management
1 2 3 4 5
The implications of external delivery functions (e.g. printers, stand construction) failure
1 2 3 4 5
Consider the implications of improved delivery of planning pan Euro or globally
1 2 3 4 5
Management of internal resource skills and improvements in PDF
1 2 3 4 5
Consideration and use of contractors or short-term implants
1 2 3 4 5
Creation of the critical path framework
1 2 3 4 5
Establishment of project management framework traffic lights
1 2 3 4 5

About the Workshop Co-ordinator

Our Education and course calendar will be delivered by an Anderson Baillie consultant.

Anderson Baillie consultants are acknowledged as leading authorities in technology and business-to-business sales and marketing; and have worked with many complex product and service scenarios, for both growing companies and large multi national organisations.

Case Studies
Clearswift Case Study - Spam is not the issue - unstructured data access is. - Click here to read this case study
Anderson Baillie enabled Clearswift to reposition its value from single point solutions for SPAM to higher valued content management and filtering.
Bull Case Study - Anderson Baillie gives Bull breadth, depth and peace of mind - Click here to read this case study
Following a strategic marketing review process, Anderson Baillie developed a new branding campaign for Bull’s Consulting and Systems Integration division.