This book is a practical, pragmatic "how to" book designed for hi-tech marketing operations, regional, and corporate marketing leaders at every level. This unique book takes you step-by-step through the disciplined, yet practical, process of architecting truly integrated marketing communications plans that work. In it, you fill find a prescription for building a successful, repeatable campaign development process, including the necessary templates and helpful, practical techniques.
This book is your guide that will show you how you can optimize your marketing efforts and achieve an even greater return on your marketing investment.
While many of us will recognize a good, well-thought-out marketing campaign when we see one, the single, basic truth about world-class marketing campaign development is that it is easy to say, but hard to do. It is hard to do because we all like to take short-cuts. I hear the lament all too often: "I'm over-worked don't have the time to think strategically" or "Planning is overrated. I just need to get these projects done." As a result, we take short-cuts like "ready, fire, aim." Lack of planning is the slippery slope that leads to wasteful marketing. Then one day we get the call from the corner office to come and explain why our marketing efforts did not produce the desired results.
Luckily, architecting world-class campaigns is achievable for any marketing team. Successful marketing requires following a disciplined, systematic approach to working cross-functionally and cross-regionally in order to prioritize marketing objectives, design a customer-engaging go-to-market strategy, and execute the plan.
Mike Gospe is an accomplished leader, marketing strategist and corporate executive with 20 years of experience. Mike's expertise is in working with CEOs, CMOs, and marketing teams to architect and hone their marketing processes and plans. In this capacity, Mike frequently designs and facilitates team meetings and workshops to help them structure and coordinate market- and product-requirements gathering processes, design and execute multi-faceted demand generation campaigns, and identify and resolve product management and product marketing roles and responsibilities issues.
Mike is a noted author of a number of marketing- and sales-related articles, and has been a guest speaker at Golden Gate University in San Francisco. He is also a frequent speaker at VC and marketing forums on the topic of business and marketing planning, messaging, and sales development.
