The Rapid System and Focused Marketing

Customer Life Cycle

An effective marketing plan must set clear objectives that will help you towards your longer-term strategic goals; your marketing objectives will focus on how you increase sales by getting and keeping customers. Understanding what your customer life-cycle is and why its importance is fundamental in the strategic planning of your marketing objectives.

The customer life-cycle is the journey your prospects takes from first finding out about you and your product or services, through becoming your customer and then realising the most profitable relationship for you and the most valuable and fulfilling relationship for them.

You should make sales forecasts and targets a key part of your marketing plan and feed them into your overall business plan. But other performance measures could be just as important. For example, you might set targets for numbers of enquiries, numbers of new customers, average transaction value, and so on. Setting deadlines and agreeing marketing budgets to work with helps you focus on your priorities and commit to achieving them.