How not to Plan - Les Binet & Sarah Carter

How Not To Plan

By Published On: March 13th, 2024

Introduction: “How Not to Plan”

“How Not to Plan” by Sarah Carter and Les Binet is a book that challenges conventional marketing planning practices and offers a fresh perspective on creating more effective marketing plans. It highlights common pitfalls and provides insights into what works in today’s dynamic marketing landscape. Key takeaways include:

  1. Reevaluating Traditional Planning: The book questions traditional marketing planning methods and emphasizes the need for adaptability in today’s rapidly changing environment.
  2. Data-Driven Insights: Binet and Carter stress the importance of data and analytics in informing marketing decisions and strategies.
  3. Integration of Digital and Offline Channels: The book advocates for a holistic approach that integrates digital and offline marketing channels for better results.
  4. Customer-Centricity: Putting the customer at the center of marketing efforts and tailoring strategies to meet their needs and preferences is essential.
  5. Balancing Short-Term and Long-Term Goals: Finding the right balance between short-term and long-term marketing objectives is crucial for sustained success.
  6. Measurement and Accountability: The book emphasizes the need for clear metrics and accountability in evaluating the effectiveness of marketing campaigns.
  7. Creativity and Innovation: Encouraging creative thinking and innovation is key to standing out in a competitive market.
  8. Agile Planning: Binet and Carter introduce the concept of agile planning, which involves continuous learning and adaptation based on real-time feedback.

Actionable Items for Writing Marketing Plans:

  1. Customer Insights: Begin with a deep understanding of your target audience’s needs, behaviors, and preferences.
  2. Data Utilization: Incorporate data-driven insights into your plan to inform decisions and strategies.
  3. Integration: Ensure that your marketing plan integrates both online and offline channels for a cohesive approach.
  4. Customer-Centric Approach: Develop strategies that prioritize delivering value to your customers.
  5. Balanced Objectives: Set clear short-term and long-term goals, recognizing the importance of both.
  6. Measurement: Define key performance indicators (KPIs) and establish a system for measuring the success of your marketing efforts.
  7. Creativity: Encourage creative thinking and innovative solutions to differentiate your brand.
  8. Agile Planning: Be prepared to adapt your plan based on real-time feedback and changing market dynamics.
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Written by : Mark Rowland

Mark's been working in and interested in all things marketing since 2010.