In our previous B2B marketing step, we costed out all of our activities to make sure that each activity and the sum of the activities give us a reasonable targeted return on our investment towards achieving our goals. Our plan is ready to go now, or is it?

Not quite. Now we have to socialise the plan among our colleagues, partners and superiors, get feedback, adjust the plan where necessary and get approval to proceed. This is our twelfth B2B marketing step.

Any draft plan will benefit from different view points. Specific subject matter experts and the people we report to can be a valuable sounding board for the plan and help give it more direction and shape.

Make sure you build in time for these iterations before you start to execute the plan. Sometimes the review and approval process can be quick and painless, but it’s usually more drawn out, since you’re eating into the time of other people whose priorities might be different to yours, even if they’re aligned in overall business terms.

Be prepared to make concessions and adjustments to your plan. It’s inevitable; you won’t get it right first time. Be sure to pick your battles and let go what’s less important, while being ready to defend what is important with evidence and numbers.

Once your plan is approved for execution, you’re good to go.

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