A marketing roadmap is a document that contains all the actions that must be carried out to carry out a specific job or project, for example, the launch of an advertising campaign. The work plan defines the objectives, the tasks to be carried out and the necessary resources to bring the project to .A complete work plan should include the following elements:Objectives : what is expected to be achieved with the project. Ideally, these goals should be expressed in the form of key performance , or KPIs , which ensure that they can be measured.Strategy : the way in which we are going to achieve the objectives, taking Australia Phone Number List into account the time and resources available.Actions : the different tasks that must be carried out throughout the project.Responsibilities : the people in charge of each of the tasks. The work plan must clearly define this aspect to avoid tension and misunderstandings.Time : the time limits of these tasks, that is, when each of them should start and finish.
Keep in mind that some tasks generate dependencies, that is, one cannot start until the previous one has finished.Resources : the human capital available for the project and the technological and material elements.Channels : the places where the actions will take place. For example, social networks, website, call centers …There are many different types of work plans, as they can be applied to almost any activity that we want to organize. These are the three most used at the company level: Annual work plan : this tool gives us an overview of the work of the marketing department throughout the year.
Here we can see the focus and structure of our work, the main responsibilities assigned to each employee and possible areas for improvement.Project work plan – For example, the plan for a specific marketing campaign. This plan provides detailed information on campaign objectives, tasks to be performed, and ways to measure project progress and make changes to the plan if necessary.Individual work plan : designed specifically for each worker, it allows you to clearly evaluate the objectives of your position and monitor them.How to develop a step-by-step work planTo develop a work plan, we will have to go deeper into the elements that we have indicated above and answering a series of questions about them.
Let’s see it in more detail: Objectives : what do we want to achieve with our work plan? It is important that the objectives are concrete and achievable and that they are specified in key metrics or KPIs. For example, “grow our database with 1000 new subscribers this quarter.”Strategy : how are we going to achieve the objectives? Here we should list all the actions that we are going to carry out and assign them a realistic execution time.Actions : what tasks do we have to carry out? Here we have to break down the campaign into smaller parts and identify the dependencies between actions.
For example, to print physical materials. It is also a good idea to plan an extra time buffer for possible unforeseen events.Resources : sometimes we make the mistake of planning very creative campaigns, but which at the moment of truth are impossible to carry out with the resources we have. Therefore, in this section we must take into account the physical resources, the available budget and the resources at the personnel level (how many people we have and what is their availability for the project).Channels : where are we going to carry out our plan? In order to properly plan this section, we must take into account which are the preferred of our ideal clients .And finally, we should also try to foresee the possible obstacles that we may encounter when executing the plan and have a contingency plan to deal with them.