1. Marketing Plan
Implementation Assessment Tool
Implementation Matrix
Longer Term Immediate
Impact
Don’t Bother Low Priority
Low Ease of High
Execution

2. Marketing Plan
Implementation Assessment Tool
What is the right mix of Impact ideas?
Implementation Matrix
Longer Term Immediate
25%
50%
Impact
Don’t Bother Low Priority
25%
Low Ease of High
Execution
Guidance
75% of the final approved plan effort should have a high impact. If there is less than 75%, then
this is a danger zone. Marketing plans with an adequate level of brainstorming and new idea
generation result in more great ideas than can be implemented.

3. Marketing Plan
Implementation Assessment Tool
What is the right mix of Long-term vs. Immediate ideas?
Implementation Matrix
50% 50%
Longer Term Immediate
25%
50%
Impact
Don’t Bother Low Priority
25%
Low Ease of High
Guidance Execution
Approximately 50% of your tactics should consist of short-term efforts that make immediate
impact. To maintain a competitive advantage, at least 50% of the tactics should longer term
efforts that are difficult for competitors to easily match.