The discovery session is the launching point for Accelerator. Inline will facilitate an in-depth strategic planning session with your senior management team covering a wide range of issues about your business such as key business objectives, current market perceptions, target markets, sales goals, competitors, differentiators and more. The session is typically conducted at the client's location and spans 1-2 days. A candid, interactive discovery session is the key to accurately assessing your company's current situation and identifying the right strategies to drive it forward.
A few weeks after the discovery session, Inilne will deliver a document outlining its findings and providinmg high level recommendations about the course of action necessary to put your organization on a path toward success. It will serve as a diagnostic of your key challenges, explain key marketing tactics to be deployed and include an approximate cost of what your marketing investment would look like over the next 12-18 months. The impact document is intended to provide an open, honest assessment of your current situation and explain what it will take to drive your company forward.
The marketing plan is the blueprint outlining the specific initiatives necessary to support your company's sales goals over the course of the Accelerator engagement, typically 12-18 months. Along with details about each project, the plan features a master calendar which shows what programs will be delivered each month, as well as a month-by-month budget. The plan is an important tool in helping clients stay focused on those initiatives that support your sales efforts, while providing enough built-in flexibility to change tactics if necessary to adapt to changing market demands.
Once the marketing plan is approved, Inline will assemble the talent necessary to implement the programs outlined in the plan, drawing from a nationwide network of marketing professionals—writers, graphic designers, researchers, public relations specialists, printers, e-marketing companies, search engine marketing firms, web developers and more. Inline will manage these resources for you, ensuring that the engagement stays fully on track with objectives. Strong execution is paramount to the success of Accelerator for your company and has always been a hallmark of Inline.
Track 5 provides ongoing feedback and metrics against the success criteria and goals established in Track 2, the Impact document. Through periodic assessments, Inline will ensure that the overall engagement is tracking to plan. We will also establish goals on a project or campaign basis, as appropriate. With Inline's keen understanding that marketing's role is to support and drive sales, our focus will be on lead generation and moving the needle, but will also take into account increased levels of market awareness,credibility and other factors that are best measured over time.
