Case 10 / Operating outcome
The manufacturer's sales-priority plans had not yet changed its account lists or campaign briefs.
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The manufacturer's sales-priority plans contained strong market knowledge across mining, defence, data centres, construction and energy. Leaving that knowledge inside a sales presentation would not change campaign delivery. Marketing needed to know which accounts mattered, which problems to lead with, which products had a credible advantage and how activity would be measured.
Rolfe Marketing worked through the plans with sales leaders and converted them into marketing inputs. Mining priorities included the top 20 mines by revenue, direct mail paired with site visits and an industry page based on real applications. Other sectors required market-gap analysis, delivery partners, decision-makers and proposal evidence.
The rollout converted broad strategic themes into account lists, campaign briefs and a dashboard specification. Mining activity, for example, was tied to targets of 220 weekly calls, 400 annual visits and 15 new opportunities, while marketing was given a clear role in supporting those behaviours. Sales priorities became more closely connected to marketing output.
Mining account lists and weekly activity targets became inputs for campaign briefs and dashboards.
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Next step
Translate the sales plan into a campaign brief with defined audiences and measures.
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