| The Marketing Plan: Stage Four: Sharing the Plan |
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The marketing plan must be shared with everyone in your organization. The organization can't move together unless everyone knows what the course is that's being charted. Your organization is not so much like a ship as it is a bunch of canoes lashed together with ropes. The trip can't be made if you're headed out onto a lake without sharing a target. When everyone knows what the plan is, they can support the plan in the hundreds of little ways that add up.
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One organization I worked with set a goal to pare down their customer list to the most profitable clients, their top 50. Everyone in the organization was shown the list. One day in the reception area, a customer from one of the top 50 was waiting for the same person as a customer from the bottom of their client list. Because the receptionist knew where the firm's priorities were, she gracefully shepherded in the top 50 client without letting on that she had put her in front of the other client. This is an example of one of those "little hundreds" of ways that everyone in the organization can contribute to the goal - if they buy into it. If they're told about it and the information is shared with the entire firm, you'll be amazed at the results. When management has the nerve to open up and show everyone where they are going, there's no stopping you from getting there.
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