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Marketing planning

We have a client who is very sophisticated, very savvy, and always willing to try new things.

My bi-weekly Skype calls with him are always enlightening because he comes to the meeting prepared to use my brain.

He always has a list of challenges and issues and we work through each of them during the hour we spend together.

It makes me feel like I’m providing real value to his organization and allows me to hold him accountable (which every leader needs) to the things he agrees to do, and it allows him to learn more about the marketing and communications side of his business.

Early last year, though, the tables were turned. He taught me something that I’ve been using in my own business since.

Use a One-Page Quarterly Plan

That is the one-page quarterly plan.

Many of us create a big five year plan and then shove it into the drawer until October, when we pull it out, laugh at what crazy notions we had, and revise.

In the back of our minds, we know what we’re trying to achieve, but we don’t review the plan again.

This one-page quarterly plan allows you to see what your goals are for the year and the next five years, but more important, what you need to do in the next three months to move you toward those larger goals.

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About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communication firm. She is the lead blogger at PR and marketing blog, Spin Sucks, co-author of Marketing In the Round, and co-host of Inside PR, a weekly podcast about  communications and social media. Her second book, Spin Sucks, is now available.