GETTING THE PROCESS STARTED
As a way to begin the process of developing a marketing plan, use the workspace here to cap-
ture your initial thoughts under each of the five steps. Of the thoughts you jot down, note:
➠ which you consider to be givens or nonnegotiables (and thus provide clear direction to
your group);
➠ which are preferences, to which you have no firm commitment as yet; and
➠ which are raw ideas that you will use to stimulate the group’s thinking as they work on
developing a marketing plan.Copyright McGraw-Hill 2000. Original purchasers of this book are permitted to photocopy or customize this worksheet by downloading it from
http://www.books.mcgraw-hill.com/training/download.The document can then be opened, edited, and printed using Microsoft Word or other word processing
software.
98 SECTION 3 TOOLS FORSTRATEGICTHINKING
Know your
professional
services group.Know your
organization.Know your
clients.Formulate your
group’s strategy.❺ Integrate this
strategy into a
marketing plan.