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Wouldn't it be great if you could put a number on your marketing budget and key stakeholders just said yes or no? Even better if it's approved without asking questions or paying attention to fine details. Unfortunately, it just doesn't work. Marketing influences strategic business decisions, so good leaders need thorough analysis to stay in the know as they steer the company in the best possible direction.
This is why marketing proposals are so important for budget and strategy discussions, regardless of whether you want to convince internal decision-makers or sell services to a customer. A marketing proposal is a document made available to key stakeholders to communicate the scope of a marketing project and its budget. Approval is required to proceed with the plan as described. It is wasteful to ask your team to reinvent the process every time you need a formal marketing proposal.
See, approach the quote creation process with a repeatable process to make things easier. Here's how: Evaluate and discover the needs of the customer or internal stakeholder during a discovery session. Create a plan of action, your vision of what needs to be done to achieve your goals.
Use a pre-built marketing proposal template to get it. Again, the marketing agency's suggestion is simply the written documentation of what you discussed personally. You should never just submit a proposal without introducing yourself in person. or via skype you have to be the one to make the sale. However, creating a confusing proposal that is too long or not detailed enough can work against you. Here is an example of what a great marketing proposal looks like (refer to Decktopus templates)
If you'd like to learn how to create your marketing proposal template or update your current document, use the guide below to help put your proposal together. As with most things related to the sales process, every customer is different and these sections may or may not apply to your prospect's needs.
Describe your goals and challenges, and set the stage for the solutions and tactics you want to use to achieve your goals. Please provide a summary that clearly shows the scope of the work. See the Metrics section to learn how to measure success. If it's for a client, convince them that you are the right agency for the job.Track success in a case study section.
Describe the terms and conditions/contract of the relationship. Make a great first impression with the cover. The cover should simply be a visually appealing starting point for your proposal. When preparing the listing for a client, be sure to include your brand on the title page. Right from the start, the offer should show that it is about the organization and its vision. Since you're giving it to key stakeholders and decision-makers, the cover is aesthetic and bold.
Detail the results of your discovery session with the executive summary. The executive summary should quickly describe the results of your first discovery session, such as goals, budget, and time. It should also describe any research you have done and highlight some key points, perhaps a brief description of how you intend to solve your most pressing problem or take the organization to new heights. If this is an agency client, state your desire to work with the client here, explain why your agency is the right company for the project or relationship, describe your goals and challenges, and set the stage for your solutions.
Your goal during your first few meetings or when reviewing a bidding process should be to uncover the key business or marketing problems you are facing. Without understanding them, you cannot relate your strategy, tactics, and expected results to ROI. This section should describe the goals and plans. Challenges and schedule as discussed to review your current position and set the stage for your solutions.
Questions to ask stakeholders before starting your marketing proposal: What are your sales goals for the next quarter or year? Which key figures do you use to measure yourself personally? What was your goal over the past year/quarter and what did you do to achieve it? What resources do you have available to help you achieve your current goals? What challenges have kept you from achieving your previous goals? What other priorities might take precedence over these goals? Would you revise the goals or the schedule if the goals are not met?
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