“People before actions, actions before results.”
When creating and defining your marketing plan for your business or the company you work for, it is key to consider who is going to be involved in the execution of the plan. You should think about who will be taking part of this plan and start thinking about what specifically will they take care of and what actions specifically should be done by whom.
Defining this before anything starts happening will save you a lot of trouble and grant your success. People is what makes things happen, without a team, no plan is good enough.
This is probably going to be the hardest part of the planning. Who is good at what and who can you rely on complying on his/her responsibilities, on getting the message through clearly, on communicating with the team effectively, on following the communication path, on giving the expected results.
When defining who will be part of your team, consider the following aspects:
When defining responsibilities you should definitely consider what is the team player’s knowledge and area of expertise and connections between the team. It is best not to change their common dynamics and forms drastically; the more you change it, the less feasible for it to happen. Imagine that usually, your Communications Director reports to you, the CEO, directly. If in the Marketing Plan you decide that he/she is going to report results to the Marketing Director instead of you and that the Marketing Director will then report to the CFO, and THEN he will report results to you, there is going to be some unnecessary friction from the Communications Director, he’s suddenly sent into a third row. The last thing you want to do before starting any projects is to start it with unconformity from key members of your team. Try to show as best as you can your respect for their work and your trust in them, this will generate a stronger team, KEY TO GOOD RESULTS.
After defining your team, you should state clearly the expected results so they can have a clear picture of where their actions should be taking them. Always consider modifying these expectations along the way but only do it if it is completely necessary. That is: if it is causing unnecessary stress to team players, if it is clearly unachievable, if it is detouring other company goals, or if they have been easily obtained and new goals should be set.
When creating your Team Player Plan, you should create a document where you state the following points clearly and make it available for them, preferably make it a physical document that they can easily access and be reminded of constantly. This is the path which they will follow each day so it should be as clear as possible.
Following is an example of how this plan should look like, remember to make it as graphic as possible (if necessary, hire a graphic designer, it should be easy to scan and it should create an unforgettable picture).