The Cygnus Group Process

We follow a six step process when developing and implementing strategic and marketing plans. Frankly, it's not rocket science, but it does take dialog, diligence and discipline. Does your organization do this?

Step 1: Agree on what's to be accomplished.

Goals must be:

Quantifiable
Attainable
Measurable

This sounds easy, but in reality takes time and patience, as all parties bring their own needs and perceptions to the table. We help people focus on setting goals that are specific and achievable.

Step 2: Perform research and analysis to better understand the:

Market
Application
Competition
Target Audience
Buying Process
Sales Organization

Too often, companies say "We know what our customers think about our products and our competitors' products." A few phone calls to their best customers and prospects will generally prove them wrong!

Step 3: Develop a detailed plan that includes:

Objectives
Strategies
Tactics
Value Proposition
Positioning
Market Research
Budget
Timing
Responsibilities

Planning is the cheapest money you can spend. Putting 10% of your budget against planning assures that the 90% spent on execution will be maximally effective.

Step 4: Implement the plan professionally:

Within the budget
On time

As the old saying goes, "Plan the work, then work the plan." We stay involved to ensure that plans are executed, not just filed away.

Step 5: Evaluate success using:

Business results
Pre- and post-test research and data
Ongoing tracking studies
Focus group research

Measure your results, or you won't know either the speed or direction of progress.

Step 6: Modify/revise the plan accordingly:

Make changes and revise goals
Begin the next planning and implementation cycles

No plan is perfect. Be prepared to execute, evaluate, and revise.