B2B Marketing with Dave Gerhardt

#197: Strategy | How to Build a Marketing Plan and Get It Approved for 2025 with Rowan Tonkin, CMO at Planful

Nov 28, 2024

Rowan Tonkin, CMO at Planful and expert in marketing planning, shares invaluable insights on building a successful marketing strategy. He discusses the importance of aligning your marketing plan with business objectives and gaining buy-in from executives. Rowan emphasizes the need for creativity within structured teams and reframes marketing as a revenue-generating investment. He also dives into the significance of collaborating with finance teams and adapting strategies based on evolving economic conditions, all aimed at driving measurable results.

53:57

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Episode guests

Rowan Tonkin

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Building a comprehensive marketing plan requires aligning marketing goals with business objectives to influence budget discussions effectively.

Cultivating a collaborative relationship with finance teams is essential for marketers to navigate the budgeting process and demonstrate value.

Frame marketing initiatives as strategic investments rather than costs to enhance stakeholder receptiveness and improve chances of budget approval.

Deep dives

Importance of Marketing Planning

Creating a robust marketing plan is essential for any marketing leader as it sets a framework for the entire year. This process involves more than just outlining a budget; it requires understanding how marketing goals align with company objectives. The need for a comprehensive plan becomes especially apparent during annual budget discussions, where foresight can influence resource allocation. Failing to secure the necessary budget early can impact marketing success throughout the year, limiting opportunities for growth and innovation.

Intro

2min

Crafting Effective Marketing Plans

20min

Balancing Creativity and Structure in Marketing

7min

Reframing Marketing as an Investment

9min

Building Bridges: Marketing and Finance Alignment

7min

Integrating Hiring into Marketing Strategies

5min

Navigating Customer Acquisition Costs in Marketing

4min

In today's challenging business landscape, marketers face the daunting task of not only crafting an efficient marketing plan, but implementing it quickly, proving its value, and continuously adapting the plan on the fly. The ever-changing macroeconomic environment adds an extra layer of complexity, making success even harder to achieve.

In this episode, Rowan Tonkin, CMO at Planful, and Dave Gerhardt, Founder of Exit Five, lead you through the essential steps to building your plan, getting it approved, and unlocking the full potential of your marketing efforts.

They cover:

Tips to build a powerful marketing plan that aligns with your business objectives.
Strategies to gain plan approval from executives and board members
Best practices and practical approaches to flawlessly execute your marketing plan, turning ideas into measurable results.
Insights into the advantages of scenario planning and how it can prepare your marketing team to adapt to the ever-changing economic landscape.

Send guest pitches and ideas to hi@exitfive.com
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***

Today’s episode is brought to you by Grammarly.

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***

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B2B Marketing with Dave Gerhardt

#197: Strategy | How to Build a Marketing Plan and Get It Approved for 2025 with Rowan Tonkin, CMO at Planful

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Importance of Marketing Planning

Building Relationships with Finance Teams

Identifying Key Business Metrics

Using Assumptions and Guardrails

Transformative Communication Strategies

Remember Everything You Learn from Podcasts