How to Create a Sales & Marketing Plan

June 8, 2007 by jack petrie.

CresaPartners recently hosted the June 6^th, 2007 New York Software Industry Association’s Sales & Marketing Special Interest Group’s Panel Discussion on Creating Your Sales & Marketing Plan.

Diverse & Experienced Panel

The panel consisted of Kevin A. Drakeford, Esq. of Drakeford & Kane LLC, Anna Lieber, President of Lieber Brewster and Morris Bocian, President of Creative Business Planning Inc.

Drakeford & Kane LLC

Kevin A. Drakeford, Esq. began his professional career with the New York County District Attorney’s Office before working as a tax consultant in the Kenneth Leventhal Real Estate Group of Ernst & Young, LLP. Prior to becoming one of the founding principals of Drakeford & Kane LLC, Kevin worked in the Legal & Regulatory Affairs Division of AT&T Corp.

Kevin currently assists start-ups, professional practices, small businesses, joint ventures, and exempt organizations in matters involving corporate, real estate, and tax law and helps clients make more effective and efficient business decisions by quantifying the financial impact of concepts, practices, and strategies. He opened the evening’s discussion by emphasizing these decisions and using specific examples such as 1) employing creative payment plans, such as third-party financing, 2) negotiating tight agreements, particularly with larger companies and 3) developing binding purchase orders for use in sales calls and trade shows.

Lieber Brewster

Anna Lieber is President of Lieber Brewster and helps fast growth businesses create breakthrough success throughmarketing strategies, systems and solutions. Lieber Brewster empowers entrepreneurial businesses,corporate leaders and their teams through training and strategic brand-building initiatives.

Lieber Brewster works with clients in a comprehensive 360-degree, “focused marketing” approach: copy, branding, online strategy, marketing plans, product launches and promotional materials. Additionally, Anna teaches Competitive Intelligence, Internet Copywriting and Writing Marketing Communications at New York University’s School of Continuing and Professional Studies.

The Eight “C’s”

Anna discussed the five “C’s” of today’s changing environment: chaos, competition, community, convergence and commoditization. She suggested that in this environment, service and quality are no longer “givens” and hence, no longer differentiate. Anna encouraged small businesses to brand themselves through a dramatic difference which will enable companies to attract, rather than chase clients. Finally, Anna identified the three “C’s” of branding: consistency, clarity and communications which will allow a business to grow in multiple ways (client development, repeat business and growth of existing clients).

Creative Business Planning Inc.

Morris Bocian is President of Creative Business Planning Incorporated, and its’ financing division, NowCapital.com. He provides advisory services to position and package small to mid-sized business clients in their respective markets, and counsels and guides his clients with practical advice on small business funding and the Due Diligence process. He has a wealth of experience in business and strategic planning, financing, business negotiations and deal making, business analysis, debt restructuring and workouts, accounting and taxation. Mr. Bocian also teaches at New York University’s (NYU) School of Continuing and Professional Studies offering a course on Business Planning.

He brought a financial perspective to the discussion of a sales and marketing plan and described systems and processes that can be put in place to ensure that any marketing plan has a sound financial basis. He suggests an approach that integrates the sales & marketing plan with both operations and cash-flow concerns. His best piece of advice was that small businesses should not “finance their customers” through poor contractual or pricing decisions. Additionally, he encourages business owners to be thorough in the due diligence of prospective clients as this activity can be much more cost-effective than the alternative, namely litigation of slow- or non-paying accounts.

The presentations were followed by a spirited question and answer session moderated by Ted Santos, CEO of Turnaround Investment Partners and co-chairman of the NYSIA Sales & Marketing SIG.

Future Event

The next NYSIA Sales & Marketing SIG meeting will be held on a date to be determined in September at CresaPartners, 100 Park Avenue (40^th-41^st Streets), 24^th Floor. Watch this space for further details.

Hope to see you then!

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