There is an inequality between the marketing plan, the marketing budget & expected ROI. This inequality will remain till the end of the world. Let’s deal with it.

For example, if you create a great marketing plan, you may not have the marketing budget to execute it, likewise, the expected ROI on your marketing budget may not be realistic. Whatever the challenge is, we can all agree there’s an inequality between the marketing plan, marketing budget & the expected ROI.

With 5+ years of experience, let me share a few insights that can help you navigate this conundrum better. They have helped me too.

1. Ask for the marketing budget before writing your marketing plan.

2. Understand the limits of your marketing plan. No marketing plan is foolproof. Don’t build a marketing plan you can’t execute. It’s deceitful.

3. Propose specific KPIs alongside your marketing plan. Ensure that these are achievable & realistic KPIs.

4. The marketing budget can be reduced if the business requirement changes. Marketing budgets are not cast in stone. Prepare your marketing plan for the possibility of that.

5. Don’t rely on paid marketing only, include organic marketing strategies such as social media, content & email marketing in your plan.

6. The giver of the marketing budget expects returns on investment (ROI). Ensure your marketing plan can deliver that. Specify what is achievable & agree on this before executing any marketing plan.

7. Learn how to report the correlation between your marketing plan and the business goals achieved. Analytics is vital to your success. Learn it.

I believe these 7 tips can help you navigate the inequality between marketing plan, marketing budget & expected ROI.