The marketing planning cycle; Analyse, Planning, Implementation and Control (APIC) is a model used to visually illustrate the 4 stages of planning within a marketing environment.

Audit and Analysis

The cycle starts with the audit and analysis, step 1.

In a new business start-up, the audit and analysis process generally quickly leads to the initial business planning and objective/goal setting. For existing businesses, this level of analysis and planning generally comes as a result of a major event such as a recession, or after a major change in technology or possibly some heavy competitor activity within the marketplace.

However, in both cases, annual reviews of the audit, analysis and planning stages are typical in most market-orientated companies that have the resources to do this.

Planning

Following the Audit and analysis step 1 is the actual planning. It’s at this stage that the marketing plan is produced. This includes results of the audit and analysis activities along with marketing objectives, marketing strategy and overall tactical plans – these activities are synchronised with the overall corporate mission, strategies and objectives.

Implementation Stage

The implementation stage consists of the marketing and promotional mix. This also includes communications and delivery of activities which are derived from media plans.

Control/Evaluation

Finally, with control/evaluation, we examine our overall performance in meeting our objectives by utilising a number of metrics.  These will include measures such as; how well we are meeting the expectations of our customers, where we are strong/weak/vulnerable, how can we meet or exceed expectations in future in light of known opportunities and threats and what else do we need to do.

At the end of the process; the information that is received back as a result of the control/evaluation stage feeds back into the overall planning and implementation cycle. This minor tweaking and adaption of the planning cycle continues and is an ongoing process.

How to use the marketing planning cycle in practice

The value of the planning cycle comes from repeating it. Start with evidence: performance data, customer insight, competitor activity, sales feedback and an honest review of internal capability. Use that analysis to choose a small number of priorities, define audiences and decide what success will look like.

Implementation then translates the plan into owners, budgets, campaigns, content and timescales. Control is not simply an end-of-year report; it is the regular review of leading indicators such as visibility, engagement, qualified enquiries, sales progression and conversion. What is learned should feed directly into the next cycle.

For most B2B teams, quarterly operational reviews supported by an annual strategic reset provide a useful rhythm. Our marketing strategy services establish the plan, content strategy organises the information buyers need, and a connected B2B lead generation programme gives implementation a measurable commercial route.