Building a marketing plan

IFAs have not been particularly bothered with marketing plans. But with the industry shake-up from depolarisation regulations, IFAs are facing increasing competition from non-traditional sources which has brought marketing to a fore. So what if you don't possess a marketing plan? Scottish Mutual's guide to creating marketing plans says without a marketing plan IFAs face a lack of focus, vulnerability to market change, wasted resources and lost opportunities for profit. A marketing plan should include a summary of external factors affecting company performance, an outline of critic...