A marketing plan isn’t meant to exist in isolation—it’s not a standalone entity. You need to back-it-up with a strong business strategy, or else it’s doomed to fail or go haywire. (more often than not)
While some may argue on how they help marketers dive deeply into understanding customer journeys, audience segmentation, and channel-specific strategies, not keeping your strategies grounded to your overarching business plan is simply “opening the floodgates.”
The solution lies in finding the balance. You need to maintain the independence of your marketing plans while keeping them grounded in your business objectives.
The rise of standalone marketing plans
We wouldn’t be discussing this if traditional business planning was still the norm. With evolving planning and fundraising processes, traditional planning has been narrowed down only to those seeking funding.
I’m not sure how many bootstrapped businesses create a traditional plan.
Plus, the way marketing has evolved over the last decade or so, entrepreneurs realized how this particular section needs their special attention.
The same realization illuminated the thought that they can outsource a marketing brain—that was the rise of marketing agencies.
Standalone marketing plans never looked back ever since.
Results?
- Standalone marketing plans often fail to align with broader business goals and strategies.
- Bootstrapped businesses struggle to allocate adequate resources effectively.
- Outsourced marketing practices often lead to a sense of disconnect and lack creative input.
- Without integration into an overarching plan, it’s challenging to measure the effectiveness and ROI.
Before I present my solution, let’s hear out the best counterarguments to clear the air.
What do standalone marketing plans bring to the table?
There are some (quite noteworthy) counterarguments to how standalone marketing plans benefit the overall marketing practices.
- For a quick headstart: They let entrepreneurs prioritize generating leads and revenue before formalizing a broader business strategy.
- Lack of resources: For businesses with limited resources, standalone marketing plans provide a lean, accessible alternative.
- Adaptable to marketing trends: They’re often more agile to adapt to the changing market trends or shifts in customer behavior and preferences.
As I looked closely at these arguments, I noticed how quick they are to create and how fast they adapt to marketing changes. While the benefits are great, sometimes they make you take the wrong calls.
So, what’s the solution?
An integrated, yet independent marketing plan
I propose the idea of an integrated, yet independent marketing plan.
Let me simplify:
You create a business plan, a well-thought-out business strategy with a solid marketing plan. You now have a marketing plan that aligns with your vision, market trends, business goals, and budget.
While it’s integrated with the overarching business plan, allow yourself freedom to consider it a standalone entity you can independently update and refine to keep up with the moving world.
The impact?
- Your marketing efforts remain adaptable while staying grounded in your long-term goals.
- You understand your budget and resources, effectively allocating them for maximum efficiency without burning out.
- The synergy between marketing and other business units help drive better overall performance and ROI.
To conclude with a nuanced perspective, a separate marketing plan can be successful when:
- It’s informed by and aligned with an overarching business strategy.
- There’s a strong feedback loop between marketing and other business units to ensure integrity.
Having this balance in your marketing is the only way forward.
Upmetrics in action
Upmetrics can help you do just that—create an integrated, yet independent marketing plan. With guided builder and AI assistance, Upmetrics is all you need.
That’s all for today. Until next time
Happy business planning 🙂
