Building a complete and differentiated go-to-market plan is something all marketing professionals strive to achieve. We typically follow a methodology to ensure that the target customer is at the center of the plan and that we have a clear and compelling value proposition to generate a positive response.
Many marketing professionals have learned about Neil H. Borden's "The Concept of the Marketing Mix" (circa 1964). The ingredients of Borden's marketing mix centered on the 4Ps: product, pricing, placement, and promotion. But those 4Ps require that the marketing professional develop the optimal marketing mix, including market insights, marketing/sales programs, and measurement tools and metrics. Unfortunately, those actions too often become afterthoughts in today's hurried time to market.
The key to a successful plan based on the 4Ps means starting with a framework from the outset that includes what I like to call "the 4Ms." And let's be clear: We're talking about a demand generation program coupled with quality sales enablement that ensures responses and leads are handled optimally and with precision.
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The 4Ps Are a No-Brainer, But the 4Ms Are Crucial to Executing Marketing Plans
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