Marketing Goals

Phil Sylvester December 7, 2007

Strategic Marketing
Goal 1: Identify, dissect, and extend into new target markets - gain comprehensive understanding of ideal applications for each product - grow more beyond our current vertical markets Goal 2: Expand indirect sales channels and equip them to sell total solution - add partners/resellers with experience, expertise, and relationships in new target markets - determine pricing structures to align goals of direct sales force and partners/resellers - more marketing support for partners/resellers Goal 3: Contribute additional market research to help direct product development - more marketing research prior to product development - integrate more customer/field input into product development process Goal 4: Continue to build credibility and integrate marketing with other departments - consistently inform executive team, sales force, and others of marketing activities that help them - develop strong inter-departmental teamwork on shared projects and goals (service mentality) Goal 5: Implement more sophisticated procedures and tools to measure ROI - specific costs and results of marketing activities recorded, tracked, and evaluated - methods of evaluating publications, trade shows, and communication vehicles

Marketing Communications
Goal 6: Improve quality and consistency of marketing communications - consistent look and message (branding) - more materials to support sales Goal 7: Plan and execute vertical and application-specific marketing initiatives - more granular in our message to target specific audiences - launch campaigns targeted at specific applications to drive exposure, awareness, and leads Goal 8: Develop more robust website and comprehensive internet strategy - more web emphasis, website redesign - leverage the web for more awareness, leads - can be an inexpensive way to reach a huge audience

Lead Management
Goal 9: Enhance lead generation, nurturing, management, and follow-up - automate lead entry, tracking, management, and f/u as much as possible - utilize inexpensive and non-labor-intensive lead nurturing methods (e.g. automated emails)

Team Development
Goal 10: Gain additional industry knowledge and experience in all aspects of marketing - cross-train on product knowledge, industry trends, competition, productivity tools - become increasingly competent contributors in all areas of marketing - more intentional in our approach as a team plan, prepare, perform, perfect