Anna Dorcey's blog

Change: A constant in long-term marketing plans

Submitted by on

But long-term plans are only as good as the potential changes they will help you handle. For instance, as you develop your plan, consider the host of unexpected events that can happen that would alter your path. Examples include: business changes such as mergers, acquisitions and spin-offs; market dynamics changes; organizational changes; corporation priorities; and leadership changes.

You never forget your first long-term marketing plan

Submitted by on

I remember my first long-term plan like it was yesterday. I worked at a small software company that asked me to build a solution for an all-in-one product (software/server/storage/etc.) for small regional banks. The sales team wanted to branch out with an offering that provided all the value the large banks received as an affordable and quick to implement solution. My task was to envision that package, pull in the partnerships and guide the go-to-market components. I had to determine pricing, partners and target customer. It was the first time I thought, “If I’m going to be successful, I need a long-term plan.”

Marketing Challenges? Let's Talk

Submitted by on

When I started at EMC two years ago, the role of partner marketing for the Americas was in transition. I had a great team and an opportunity to start with an almost blank slate. We created a new strategy, changing the way we serve our partners in the Americas. We’ve gone from executing with you to empowering you to achieve the goals you’ve set for your organization and yourself. We understand that for EMC to succeed, you have to succeed.