02 — Capability · BC-420.20
Marketing Strategy & Planning
Decide which audiences to pursue, what to say to each and how much to spend doing it, so campaign activity adds up to a plan rather than a calendar of events.
- Marketing Planning
- Go-to-Market Planning
In scope
- Annual and quarterly marketing plans and budgets
- Audience and message strategy
- Go-to-market plans for launches
- Channel mix decisions
Out of scope
- Deciding which products to build and launch (see BC-510)
- Market research that informs the plan (see BC-410)
Decomposes into · 3
- BC-420.20.10Marketing Plan & BudgetSet objectives, allocate budget across audiences and channels, and define the measures that will say whether the money worked.
- BC-420.20.20Audience & Message StrategyChoose the audiences worth pursuing and craft the core messages and proof points for each, aligned to brand positioning.
- BC-420.20.30Go-to-Market PlanningPlan the launch of a product, service or market entry across messaging, channels, enablement and timing, with a single owner for the whole.