Gather intelligence, learn the market, and forecast potential for success.

What makes your organization unique? What’s your value proposition?

The first stage of the Game Plan model enables marketers to do the homework necessary to put strategies in place and quickly start testing and revising. Its scope will vary based on factors such as business lifecycle stage, competitive advantage, growth goals, resources, and timelines.

Gather intelligence about historical performance, technology infrastructure, potential, for success, marketing assets, competitors, industry trends and resources in phase one.

Step 1: Complete a Marketing Assessment.

Step 2: Conduct Discovery Research.


Define budgets, goals, audiences and campaign strategies. 

Establishing the marketing basics varies based on the size and complexity of your business. The goal: gain internal buy-in and alignment around marketing goals, budget, performance metrics, and approach.

Step 3: Calculate Marketing Budgets.

Step 4: Build a Marketing Scorecard.

Step 5: Set Prime Goal Values.

Step 6: Define and Segment Audiences.

Step 7: Profile Personas.

Step 8: Catalogue Accelerators.

Step 9: Establish Milestones.

Step 10: Construct the Campaign Center.

Step 11: Develop the Project Center.

Step 12: Integrate into a Project Management System.:

Step 13: Set Up Campaign Tracking


Differentiate by doing.

Put your marketing plans into motion, and continually test and revise. Keep resources flexible to take advantage of real-time marketing opportunities and shifts in consumer behaviour.

Take a full-funnel approach to campaign development. Consider builder campaigns that will support KPIs at the top of your marketing funnel (such as visitors, subscribers and reach), and driver campaigns designed to generate leads, sales and loyalty.

Step 14: Launch Builder and Driver Campaigns

Step 15: Adapt Activities Based on Performance