Drilling for Diamonds

The Mills Group and our Drilling for Diamonds program uses the acronym POSEM to highlight the 5 key steps in creating a marketing plan.

Present Position: Where are we now?
Objectives: Where do we want to be?
Strategy: How do we get there?
Execution: What specific plays do we implement?
Measurement: How do we know we have succeeded?

Popularity: 9% [?]

I can’t help quoting and raving about Kevin Clancy and Peter Krieg’s “Your Gut Is Still Not Smarter Than Your Head.”

Perhaps it’s because the authors agree with so many of my prejudices. They remind us the marketing plan is an essential document for all businesses of all sizes– from large corporates to start-ups.

“The marketing plan is to company success as a road map is to car travel.

It can act as a tracking mechanism, to determine the budget, and as a scale against which the company can measure marketing effectiveness.

And it is an internal communications tool that everyone understands where the business is going and how it plans to get there.”

Popularity: 11% [?]