In the post bubble, post 9/11, post modern era; marketing is cool again. Whether you need a playbook or whether your marketing sucks, if you are about to be disrupted or you want your brand to be loved; there is only one thing that matters. Money. Does your marketing plan have a path that leads to the P&L or at least the Cash Flow Statement?
The obvious follow-up to this is: Do you have a marketing plan?
Small businesses that do not have marketing plans invariably live or die on the strength of referrals, word-of-mouth or the sales mastery of an expert owner/technician. Sometimes they surge forward on the strength of a charismatic, hired-gun sales personality but that person rarely stays in the business. The company that rejects the concept of a marketing plan will either fail or plateau. In a small business, marketing without a plan will result in roller-coaster cashflows, unbalanced workflow, disgruntled employees, leadership crises and business continuity problems.
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