Organizing your marketing plan development team requires identifying who your stakeholders are. A stakeholder in your company relative to the development of a marketing plan is an individual who is in a position that has an interest or concern in your marketing plan.
When you think about who the members of your team should be, think about assembling a group of people who each have different skills and who are responsible for different tasks throughout your organization. You’ll want these team members to work together, in unison, on a common project — your organization’s marketing plan, with a common goal in mind — to achieve desired results, within a reasonable timeframe and within a pre-determined budget.
Your marketing plan development team is a gathering of representatives from each department who can contribute valuable information to make your marketing plan relevant, updated and the best it can possibly be when you get ready to implement.
This team of individuals can vary, so don’t lock yourself in to thinking that every time you have a development meeting the exact same people need to be involved. Remember that you are developing a team for several reasons:
1. Input from stakeholders is valuable
2. Ownership in your plan will help to ensure success
3. A sounding board of “devil’s advocate” questions helps to prevent taking a not-so-effective direction
4. Other departments have input regarding your audience that you may not be aware of
5. Stakeholder involvement can provide you with communication channels thereby giving you a more extensive reach to a larger audience than you might have had otherwise
6. Looking beyond your own backyard will help you identify activities that are going on in the marketplace that you can either complement, take advantage of, or get involved in
7. There are individuals in your organization who have relationships with your customers with whom you might never have reached out
8. When you rally the troops, you are better able to make smart and relevant decisions that will provide you with a positive impact
9. When you are faced with many opportunities, many options, different directions and numerous decision points, the more varied your input and the more well-rounded your team, the better you are to make smart decisions that you can support, justify and be proud of
10. Not unlike the proverb, it takes a village to raise a child, it takes a village to develop a marketing plan that gets results and is sustainable. By involving representatives from your organization’s departments, you get the input, feedback, ideas, suggestions, critiques, motivation, involvement and ownership that you might not have had otherwise.
Once you develop a team, you now have your informal board of directors that you have solicited and invited to be a part of your impactful effort. This elite team is necessary to move your marketing plan to a full-fledged roll-out and implementation.