Workshop Description

Planning for Profitability WorkshopIn the mid-1990’s, Arthur Andersen conducted a survey which found that companies with a written strategic plan had 63% higher revenues growth and 100% more profit than those companies without a plan. A strategic plan provides focus and helps organizations anticipate change. This two-day interactive session guides participants through the process of developing a strategic plan: mission, market, competition, opportunities and threats, objectives, strategies, tactics, resources and financials. The purpose of the workshop is to help the organization formulate the framework for your strategic plan.


As a result of the Customer-Centric Strategic Plan Workshop (PFP), you will have a process by which to develop a customer-centric outcome-based plan. You will have a rough draft of a strategic plan that includes addresses the following:

  • Mission: What is the purpose of the strategic business unit (SBU)?
  • Market: What market is served and how the market will change?
  • Competition: Who are the major competitors and what are their strengths and weaknesses?
  • Self-evaluation: What are your strengths and weakness?
  • Opportunities and Threats: What opportunities exist on which you can capitalize and what threats must be countered?
  • Outcomes: What measurable outcomes does the SBU plan to initiate to accomplish the mission?
  • Strategies: How will the SBU intend to achieve its objectives?
  • Objectives and Tactics: What activities are required to implement the strategies?
  • Resources: What people, facilities, equipment and funds are required to carry out the plan?
  • Measures and Financials: What revenue and profits can be expected as a result of the plan? How will success of the plan be measured?


A Word document is generated containing notes from the workshop that includes all the key elements of the plan. This document serves as the basis for the company to create a final credible strategic plan.


Workbook Description

Six Essential Steps for Developing A Marketing Operations Function

Six Essential Steps for Developing A Marketing Operations FunctionThe mounting pressure for Marketing to manage itself more like a business and improve and report on performance sees no signs of abating.  No wonder so many Best-in-Class marketing organizations are establishing a Marketing Operations function to support optimizing resources and maximizing results.

Today, the Marketing Ops function encompasses the development and implementation of the processes, systems, tools and skills necessary for marketing to drive business results, to manage and measure performance, and to facilitate the usage of data to make strategic decisions related to customers, the market and products, and program direction and investments. In many organizations, Marketing Operations is the function responsible for marketing performance measurement (MPM), strategic planning and budgeting, process development, professional development, and marketing systems and data.

More and more the role of Marketing Ops within Best-in-Class organizations now includes the following:

  • Performance measurement and reporting
  • Campaign analysis and reporting
  • Technology & automation & pipeline management
  • Budgeting and planning; financial governance and reporting
  • Data management
  • Workflow process development and documentation
  • Project management
  • Strategic planning
  • Organization benchmarking & assessments
  • Customer, market, competitive intelligence, research, and insights
  • Analytics and predictive modeling
  • Talent and skills development


Six Steps for Creating a Measurable Customer-Centric Marketing Plan, Fourth Edition

Firms that are successful in marketing invariably start with a customer-centric marketing plan. It is a critical vehicle for charting your organization’s course of action for generating revenue. It outlines the markets you will tackle, the competitors you will overcome, the products you will develop, and the strategies you will employ as you bring your products and services to market. Organizations intuitively know they should focus on creating a measurable marketing plan that reflects customer and market requirements and identifies how the company will use these to create a viable sustainable profitable business. Yet, many companies struggle to develop an effective customer-centric, measurable, strategically sound plan.

Use this 50+ page workbook will help you create a measurable customer-centric marketing plan and share a mapping process to produce a plan blueprint. The workbook is organized into six sections and includes 17 worksheets that start with a list of questions your plan should answer and concludes with how to measure your plan.

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