KEY POINTS
> Aligning marketing plan with firms’ business plan
> Professionalizing and structuring the marketing function
> Planning: chargeable hour vs. non chargeable hour (business development, training, management)

WHAT HAS TO BE DONE
> Understand firm’s strategy
> Objectives, values, organization, culture
> Align firm’s resources/competences with strategic objectives
> Age pyramid, recruiting vs. training
> Understand firm’s offering
> Define offer strategy (market penetration, market development, offer development, diversification)
> PUSH strategy vs. PULL strategy
> Current services vs. services to be developed
> Identify / define market
> Conduct TIMES analysis, SWOT analysis, PEST analysis...
> Map competitors
> Create marketing strategy
> Define internal and external objectives
> Define positioning
> Define a marketing plan articulated upon 5 marketing building blocks (market intelligence, internal communication, external communication, clients / targets / purchasing advisors relationships, solutions/offers development)
> Plan implementation
> Define follow-up tools and measurement tools

RISKS
> Not implement the marketing plan
> Spend too much time analyzing and discussing internal matters
> Marketing plan not focused on reaching strategic objectives
> Not measuring and rewarding return on investment

DELIVERABLES
> Report
> TMES analysis
> SWOT analysis
> Positioning
> Business & Marketing action plan
> Key Performance Indicators