A plan is made of people
Many plans fail not because of the ideas, but because nobody has time to carry them out. That is why, before the actions, we describe who handles marketing (employees, collaborators, consultants, agencies, artificial intelligence tools), how many hours they can devote to it and what they can do.
What we gather
- People and parties involved: role, what they handle, hours per week, skills and limits.
- Tools: website, email, CRM, social media, AI; who manages them, what they cost, whether they are used well.
- The monthly budget: advertising, tools and external collaborators.
- How you work: who approves content, how long it takes, how information is shared.
- What is missing: unfilled roles or skills that would be needed.
From audit to plan
In the audit, this information becomes the “Organisation and resources” section, with observations (for example “everything depends on a single person” or “a paid tool is barely used”). In the plan, every action has a person responsible, any support, estimated hours and tools; a capacity view compares the hours required with those available month by month and warns you if anyone is overloaded.
An example: the online shop
Giulia (6 hours a week) makes decisions and approves; Sara (12 hours) looks after customers and social media; a photographer is hired by the day; the agency manages the campaigns. In March the plan calls for 40 hours of work from Sara, and she has 52 a month: that’s fine. In June it calls for 80: the plan flags it and a choice is made between moving an activity, handing it to the photographer or automating the most frequent replies.
The hours are estimates
The hours per person are indicative and are stated by the client: they are not a form of control. After the first few months, they are compared with reality and adjusted.
