Investment & Divestment Chart

Maintain

Invest

Divest

2007 Autodesk

Collaborate Set

SWOT

High Level Goals

Internal Analysis
Strengths

Weaknesses

Autodesk resources and capabilities that can

Resources and capabilities Autodesk lacks

or could give us a competitive advantage

that will negatively affect our ability to compete

External Analysis
Opportunities

Threats

External or market factors that give Autodesk

External or market factors that prevent or

an opportunity for profit and growth

threaten Autodesks opportunity and strengths

Autodesk Presentation Title

2007 Autodesk

GOAL
Profile
Objective
Strategy
Tactic
2007 Autodesk

Goal POST:
Profile:

2007 Autodesk

Where youre starting: Summarize factual analysis of the current situation and what
we are doing now (can leverage SWOT analysis)

Develop Your Objectives

Specific and measurable
Time-bound
At least 2 5

Goal POST:

Objective:

2007 Autodesk

What you plan to achieve: List 2 to 5 specific, measurable, and time-bound outcomes of this goal

Define SMART Objectives

SMART

Specific, Measurable, Achievable, Reasonable, Time bound

Success Expectation Metrics

Call Campaign for Prospecting:
(Call to Action is to visit website and download trial DVD)

Compile list of 1000 new prospect contacts to call within the next two weeks

Complete 850 calls within the next two weeks

(may have some bad contact info or no contact with some)

2007 Autodesk

Collected 700 emails to market toward within the month

Identify 20 contacts who would like to talk to a sales rep Qualified Leads

40 contacts visit website within the month

10 contacts download trial DVD within the first 2 months also Qualified Leads

Define Strategies
Start with what you know:
Autodesk Suites Story
Subscription/Retirement/Legacy
Trade shows
Contractual event requirements
Systematic events (workshops, seminars, webcasts, etc.)

Goal POST:

Strategy:

2007 Autodesk

How youre going to get there: State in clear and simple terms the deliberate approach your are
taking to reach your goals and objectives

Goal:
Profile:
P

Where youre starting: Summarize factual analysis of the current situation and what we are doing now (can leverage SWOT
analysis)

Objective:
O

What you plan to achieve: List 2 to 5 specific, measurable, and time-bound outcomes of this goal

Strategy:
S

How youre going to get there: State in clear and simple terms the deliberate approach your are taking to reach your goals and
objectives

Tactics:
T

What quantitative and very short range steps you need to take to reach your objectives: List specific activities that need to
happened, when they need to happen and who has taken responsibility to make them happen.

Tactic

Owner

Describe Tactic

2007 Autodesk

Due

Assign Owner Due Date

Example Tactics
Tactic
Web design: Design website to include Autodesk logos, and industry
messaging (such as BIM, IPD, Digital Prototyping, etc)

Teleblitz Days: Use telemarketing scripts on Partner Express to target

prospects, scrub prospect lists, and add to contact database

Owner
Actual
Marketing
Contact Name
Actual
Marketing
Contact Name
Actual
Marketing
Contact Name
Actual
Marketing
Contact Name
Actual
Marketing
Contact Name
Actual Sales
Contact Name

Telemarketing: To scrub contact lists and identify prospects to add to

database and Invite customer & prospects to industry specific event &
follow up after event

Actual Sales
Manager
Contact Name

Direct Mail/Email Blast: Utilize Partner Express templates for Industry

specific AMP mailers (Amazingly Easy & Factory Design Suite)

Actual
Marketing
Contact Name
Marketing,
Sales & AE

Press Release: Prepare and send New Reseller Announcement Press

Release
Banner Ads: Research and select online advertising initiatives
Google, Associations, etc.
Online Search: Research and select online search engines AdWords
on Google, Yahoo, etc.
List Purchase: Identify targeted lists to purchase prospect contact
information to increase marketable database

Industry Event: Plan and hold your first industry specific event.
2007 Autodesk

Due Date
July 1

July 10

Aug 5

Aug 5

July 5

Aug 1
Aug 15
Sept 1
Aug 17
Aug 30
Sept 10
Aug 10
Sept 5
Sept 15

Quarterly Marketing Plan Template

Estimated Costs & Percentages

High level Tactic Options

2007 Autodesk

10

Actual ROI Results

Expected Results