Marketing plans are structured to target special audiences for the best profit potential. Both internal and external situations, however, have the influence or power to disrupt even the most well-developed plans. When situational changes occur, it is wise to revisit and revise, if necessary, your overall marketing scheme.

Begin by identifying the root change and match resources to strengthen the plan, or flowing resources to other pathways. This is especially helpful when finances are tight and budget restrictions make consolidations necessary. In doing so, you may find that some portions of your plan will need to be rewritten. Remember that a marketing plan should be flexible enough to accept changes without wiping out other key parts.

You may decide that reaching Millennials looks more promising than Gen X’ers and re-target advertising to influence that particular segment. Sales information may show one geographic area with better sales than you planned on, and you may decide to restructure promotions in that direction. Whatever the circumstances, reviewing your plan will set a strong path to potential profit.

After you identify changes to make, you will need to compare budgets and plans. Finances may need to flow from one segment to another. At this point, you may have to consider where funds will make the most sense for profit potential. While this isn’t always the easiest or most pleasant task, matching funds with marketing feedback allows you to back good plans with adequate funding.

To make all of this work successfully, your marketing plan needs to parallel the goals you identified as essential. If proposed changes take a different direction, carefully consider how this will alter the overall structure of your business initiatives.

Seeking the best profit pathways for your business is critical for longevity. As you review your plan, identify key areas that may lead to increased sales. Then match your resources with proposed changes. If all seems likely to produce more return on your investment, consider how to proceed.

The above information is presented for educational purposes and should not be substituted for professional legal or business counseling.