A permanent long-term marketing strategy is important for success and requires a plan. The plan must be executed consistently. It takes much more than just predicting long-term success if you truly want it. Any plan should be written and followed closely. Plans not written, or not performed as directed, are not effective. If you don’t have a concrete plan that is executed consistently, you are likely losing business and increasing the chances that your competitors will increase their market share. When the plan is specific and measurable, it is much more likely to succeed. Measuring the results of any plan is also critical to afford the opportunity to makes changes in the plan as needed.

Creating a revenue development plan is not a one-size-fits-all process. The process should create and maintain long-term growth.  Understand the strengths you offer so that you can set yourself apart from the competition. Identify and be able to convey what makes you stand out, and that you are trustworthy and reliable. Convey to prospects why they should work with you and be prepared to answer concerns and questions about your organization and what you offer.

A marketing plan takes some time and a lot of thought to develop. There are several things to consider when creating the plan:

  • Your products and services strengths and weaknesses.
  • The price and quality of what you offer and how they relate to each other.
  • Competitors offerings and why your offerings would be a better choice.
  • The definiteness of the strategic plan itself, including specific actions taken at specific times.
  • Consistent measurement of outcomes followed by changes in the plan based on results.

In summary, create a written marketing plan that is followed closely and continuously. If there is no written marketing plan, or if the plan is not executed regularly and consistently, marketing will be randomly and inadequately performed, which most assuredly will render any efforts made ineffective. In addition, a sales plan works best when its performance is frequently reviewed and revised.

Best of Success,


For further Information please contact me at 860-202-0998 or via e-mail larry@calhounpress.com