Integrated Marketing Plan

Marcom9 uses two planning methodologies to create an integrated marketing plan. We utilize a classic nine-step marketing plan methodology whenever possible to maximize our knowledge of the client’s business, objectives, product/services, and market. We also use a highly flexible Discovery-Driven Marketing Plan (DDMP) methodology when resources cannot focus on planning, there is a need to accelerate the process, or when simultaneous planning and execution is required.

Marketing Plan Development Methodologies

	Classic Nine-Step Marketing Plan
	Discovery-Driven Marketing Plan (DDMP)

Discovery-Driven Planning

Both the Marcom9 Classic and DDMP planning methodologies have Discovery-Driven Planning components. Discovery-Driven Planning is an adaptive planning methodology developed at The Wharton School by Ian C. MacMillan and Rita Gunther McGrath.

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Classic Nine-Step Marketing Plan Methodology

The Marcom9 classic marketing plan methodology uses a nine-step approach to develop a marketing plan within a discovery-driven execution framework. The Marcom9 methodology is a step-by-step disciplined approach to market-driven planning that links revenue objectives to marketing objectives, marketing objectives to strategy, strategy to communication goals, communication goals to tactics, and tactics to budget. The discovery-driven execution framework is a systematic method of evaluating results, reviewing assumptions, and adjusting the execution plan to fit evolving realities.

Discovery-Driven Marketing Plan Methodology

The Marcom9 Discovery-Driven Marketing Plan (DDMP) methodology is a disciplined approach designed to accelerate the planning process. Both methodologies have discovery-driven components. The classic method limits discovery-driven planning to the execution component of the plan, but the DDMP uses the approach throughout the planning process. Like the classic method the DDMP links revenue objectives to marketing objectives, marketing objectives to strategy, strategy to communication goals, communication goals to tactics, and tactics to budget. The main difference between the two methods is typically the number of assumptions. The assumption to knowledge ratio is much higher with the DDMP, but it systematically converts assumptions to knowledge and allows for adjustment throughout execution as the plan matures.