I can't remember the last time I saw a marketing plan, not a spread sheet, but a proper one with objectives, strategy, goals. I don't think the need to be agile is a good reason not to do one. I have even offered to write one for clients and they seem reticent.
Anyone, any theories?
Short term-ism IMHO.
ReplyDeleteMost marketers have an 18 month tenure in their roles. Surely marketing plans require a bit of foresight and long term planning.
Too much like hard work for something they'll never benefit from personally?