By Paul Keetch
Marketing plan software developers suggest that their tool will help you create a plan for your company without knowing anything about marketing. All you have to do, they say, is point and click.
So the question is, do they really work for your business? As a marketing coach, I’m inclined to say no. And yes. Let me explain.
Like all tools, you’re going to get out the equivalent of what you put in. This is true both for your investment in the tool and in your ability to use it effectively.
A $100 hammer is the same as a $10 hammer in the hands of rookie carpenter who has never hammered in a nail before. But in the hands of a journeyman carpenter, that same $10 hammer can be used much more effectively. And when you combine the higher quality hammer with the expert carpenter, the output potential is much greater.
But do you really need a $100 hammer and a journeyman carpenter to hang a picture frame? The obvious answer is, “no, you don’t.” But if you’re hanging a masterpiece, you want to be darn sure that it looks great and won’t fall off the wall! Continue Reading
