Having a well-written plan is an integral part of implementing it. It allows you to follow a time line and sequence of initiatives that work together with a goal in mind. It helps you stay focused on your goals, and promotes reporting and analyses. This improves your plan and allows you to better reach your target audience. You'll also be able to attribute value to each component and the overall plan.

The final key element of market planning is to ensure you have the resources to implement and sustain your plan. Do you have the time, the money, the expertise? Outsourcing and delegating are key factors to successful implementation and management of your marketing campaigns and initiatives. It's also important to stay focused, especially on the long-term goals, as well as to stay motivated.

Making the Pieces Fit

The best piece of software you'll ever invest in is your contact manager software (CM) or client-relationship management software (CRM). They're the same. Simply put, your CM is the communication hub for your practice just as your Web site is the hub for your marketing strategy.

As with most software, there are many different versions with varied functionality, varied learning curves, and most of all, varied commitment needed to learn and use it. It doesn't work by itself. It can, however, help organize and integrate your entire practice including operations, communications and staff.

Naturally, every agent or adviser has contact management software. But most often they don't know how to use it to its full potential and functionality. How many functions listed does your current contact manager have? How many do you use?

Contact manager functions include document linking, custom fields, reporting, e-mailing, static filtering, dynamic filtering, telemarketing scripts, Web form integration, and automated and repetitive tasks.