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Some great models to help you with your marketing plan

I’ve been talking about how to develop a good B2B marketing plan in my last few posts. There are plenty of good business and marketing models to use to help you with your plan.

Michael Porter’s 5 Forces Model is my favourite for use in your marketing audit of the micro-environment. Invariably there will be one force that you’ve never really considered properly before and it’s great to allow you to get a sense of the market that your business is in as a whole.

I like Drucker’s Product Portfolio Model when I’m looking at the different products or services that a business has in its armoury – particularly helpful when a business has too many propositions and is looking to try to focus in and prioritise. The BCG Matrix is an interesting alternative model for use here.

When looking at individual products or services, Ranchhod’s Product Lifecycle Model is really helpful – particularly if you want to ensure your product remains true to your brand through the supply chain. Levitt’s Product Levels Model is another good way of breaking this one down.

And I think Ranchhod comes up trumps again when looking at how to measure marketing with his Maximising of Resources Model to ensure you’re measuring the right thing.

All of these are wth having to hand in your B2B marketing tool-kit. What marketing models do you use?

Categories: b2b marketing KPIs market research marketing models

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Dave is an experienced global B2B Chief Marketing Officer / Marketing Director with an established reputation for delivering commercial results in start-up, mid-tier, and blue-chip businesses across technology, and business services and professional services sectors.

Dave has worked for major brands such as Telefonica O2, EY, and Barclays and held posts from Chief Marketing Officer to Director of Online, has run his own business, and managed a P&L for a major corporate. He is chair and co-founder of the Business Marketing Club ( - a network of B2B marketers. In 2019, he was named one of the top 100 B2B European marketing leaders ( He is a graduate of Cambridge University, a Chartered Institute of Marketing (CIM) Chartered Marketer and holds a MBA with Imperial College, London. Dave is a keen cyclist and adventure traveller, is married, and lives in Buckinghamshire. You can read his blogs at

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