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摘要：How will the marketing team judge whether the marketing efforts are yielding the desired results? Establish goals such as number of leads to get from the first trade show above. The team can also think through next steps if the initial efforts don’t yield desired results. For instance, if the first trade show doesn’t yield the desired number of good sales leads, how will the team be able to judge what might not have worked, so the program can be tweaked before the next show?

roject” needed to accomplish the strategies, plan the key due dates, and who is responsible. For example:
Strategy 1: Conference/Trade show attendance to get presence in new market segment
1a. Attend Trade Show X in May 04 to announce our entry into new market Y.
1b. Attend Conference Z in July 04 to present paper with client.

Description Person Responsible Completion Date
Trade show booth commitments made CV 10/31/03
Booth design approved CV 11/30/03
Custom booth completed CV 1/31/03
All needed collateral pieces identified RG 12/1/03
All collateral designed and reviewed RG 2/20/04
Develop sales training materials DB 3/15/04
Pilot sales training course DB 3/31/04
Revise and finalize sales training materials DB 4/15/04
Train all personnel attending the trade show DB 5/10/04
Booth and materials shipped to Show 1 CV 5/20/04
TRADE SHOW X CV 5/24/04
Modify based on results at show 1 CV 6/10
Etc. – tasks for show 2
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Marketing Plan Outline (continued)

7. Budget

How much will the activities defined above cost? Break the costs down by each marketing strategy and implementation effort (trade shows, print advertising, etc.)

8. Communication Plan
This aspect of the plan focuses on how Marketing will explain the benefits of the product to customers. Sales staff and customers are the primary beneficiaries of this deliverable, but the materials are also valuable to others interested in the company and its products, such as investors, vendors, and potential employees.
This section calls out what kinds of information and teaching forums will be used. Items in this list will be needed for some or all of the tactical implementation plans called out in section 6.
Internal information provided as sales tools to the sales force:
Sales guides
Data sheets
Scripted presentations
Educational seminars
External communication items such as
Press releases
Product announcements.
Client case studies

9. Monitoring and Evaluating Results
Success Metrics
How will the marketing team judge whether the marketing efforts are yielding the desired results? Establish goals such as number of leads to get from the first trade show above. The team can also think through next steps if the initial efforts don’t yield desired results. For instance, if the first trade show doesn’t yield the desired number of good sales leads, how will the team be able to judge what might not have worked, so the program can be tweaked before the next show?
Progress Reports
How will Marketing report progress and results to executives and others who need to know? Define frequency of status reporting, what information will be reported, etc.
In general, this reporting should show results for each marketing effort, linked back to overall goals of the marketing program. See the example on the following page
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Marketing Plan Outline (continued)
Monitoring and Evaluating Results (continued)

Example excerpts from a Marketing Plan Progress Report