Marketing Plan Roadmap

Marketing Plans have a hidden benefit

Don’t have time for marketing plans? Not only are you putting your marketing investment at risk, you are missing an opportunity to gain valuable insight into your entire business.

Over my career, I’ve realized that clients gain as much, if not more, out of the process of planning than from the plan itself. How can that be?

Learn more about the benefits of a plan

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Who’s Your Transition Team?

by Dave on November 10, 2008

The Presidential transition team is all over the news this week, as it should be. The transition sets the tone for the new administration, and is critical to early success. Transitions are important for businesses too.

Businesses of all sizes (and solo operations) can benefit from the transition mentality. What is a transition mentality? First and foremost, it’s a formal recognition of a significant change. But it is also declaration that the event is substantial enough to warrant special attention and outside expertise.

When you are considering a major change to your business, one of your first steps should be to organize your transition team (or advisory group, or kitchen cabinet, or whatever you’d like to call it). Thankfully, your team won’t need hundreds of people, just a handful of the right ones.

Selecting the team is crucial. While you don’t need world renowned economists or experienced diplomats, you do need to have a well rounded group. Objectivity and openness are important to success. Select people outside those who’ll be implementing the change and ideally outside of your management structure.  Try to find people who can make relevant contributions to the team – if you are updating a consumer-oriented web site, then someone who brings the perspective of a consumer would be ideal.

A transition team is different than a focus group. Focus groups provide just that – focus at certain steps along the process. Your transition team should be involved from start to finish. It will help validate strategy, define structure, and give feedback.

What’s the right size? It’s important to keep it manageable – if you aren’t changing the government, a few people will do. Large groups for smaller projects will overwhelm you and defeat your team’s purpose.

For the brave and those with social network connections out there, you can try to crowdsource. To learn more about it read Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business.

During the last few weeks, I’ve been busy building a website and several blogs. My transition team consists of my wife, my sister and a close friend (also a consultant). I’ve used their counsel again and again to refine my ideas and sharpen my message. They were invaluable.

While transition teams might not guarantee success, adopting a transition team mentality could help insulate you against failure.