Strategic Marketing Planning Workshop
What You'll Learn
Most marketing plans fail because they try to do everything at once. You end up with a 40-page document that nobody reads and strategies that sound impressive but don't connect to real business outcomes.
This workshop takes a different approach. We spend two days working through the actual decisions you need to make: where to allocate budget, which channels deserve your attention, how to set goals that connect to revenue, and what to measure that actually matters.
What You'll Work Through
We start with market analysis, but not the theoretical kind. You'll learn how to gather competitor intelligence using free tools, identify gaps in the market that you can actually exploit, and figure out who your customers are beyond demographic data. The focus is on information you can act on, not perfect research.
Budget planning takes up a significant portion because this is where most plans fall apart. You'll learn frameworks for allocating spend across channels, how to balance brand-building with direct response, and methods for calculating customer acquisition costs that don't require a data science degree.
Channel selection comes next. We cover paid search, social media, content marketing, email, and offline channels, but the goal isn't to use all of them. You'll develop criteria for choosing channels based on your specific situation, audience behavior, and budget constraints.
The Planning Framework
You'll leave with a working marketing plan template that includes quarterly objectives, budget breakdowns, channel strategies, content calendars, and measurement frameworks. This isn't a theoretical exercise. You'll be working on your actual business or a real case study throughout the workshop.
We also cover the operational side that most marketing courses ignore: how to brief agencies or freelancers, how to review creative work, how to run effective campaign reviews, and how to adjust plans when things aren't working. The workshop includes templates for all of these.
By the end, you'll have a complete marketing plan and the skills to execute and adjust it. No fluff, no motivational speeches about brand purpose, just practical planning skills you can use immediately.
Event Program
Day One: Foundation and Analysis
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Morning Session: Market Analysis
Competitor research methods and tools, customer segmentation frameworks, identifying market opportunities, setting realistic business objectives
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Afternoon Session: Budget and Economics
Budget allocation models, calculating customer lifetime value, understanding acquisition costs, ROI forecasting methods
Day Two: Strategy and Execution
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Morning Session: Channel Planning
Paid media strategy, organic channel selection, content planning frameworks, integration across touchpoints
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Afternoon Session: Execution Planning
Building operational calendars, agency briefing templates, measurement dashboards, plan adjustment processes
Workshop Materials Included
Marketing plan template, budget calculator spreadsheet, channel evaluation framework, content calendar template, agency brief templates, measurement dashboard examples
This workshop focuses on B2B and B2C product businesses. Service businesses and e-commerce have different dynamics that we can't cover adequately in two days.