The Resource Plan defines how you will resource the Marketing team. The Resource Plan Overview is an assessment and overview that you use for creating the Team Structure, Internal Roles & Responsibilities, and External Resource Scope.
The steps to create a Resource Plan Overview are outlined here. We recommend that you download the files at the bottom so you can walk through the process as you go.
Steps to Create a Resource Plan Overview:
- Document the current Marketing Organization, Scope, and assess the current Capabilities
- Review the Business Inputs and Marketing Plan Deliverables
- Define the New Marketing Scope needed
- Define the Capabilities needed to deliver the New Marketing Scope
- Identify the Opportunities & Constraints
- Write the Resource Insights based on your analysis above
- Write the Resource Indicated Actions that are needed for marketing to be successful
Current Marketing Organization
Answer these questions and develop a visual that shows:
• Who is leading the Marketing team?
• Who does that person report to?
• How many people are on the team?
• What are the titles of each person?
• Are there multiple levels?
• Are roles full time (FT) or part time (PT)?
• Show what is internal versus external
Current Scope
Scope of Work Overview
• Level of effort for specific activities that the Marketing team currently completes
• The activities are grouped into categories within two areas “strategic” and “deliverables and services”
Assess the Current Scope
1. In the Excel Scope Input tab, rate the current level of effort for each activity from “none” to “significant”
2. The charts tab will automatically create bar charts that visualize each category’s effort level
Create a Scope of Work Summary
1. Copy the current scope bar charts from the charts tab to a ppt page
2. Add bullets that explain the current level of effort for each strategic category
3. List the deliverables and services that are the most effort (longest bars)
4. If you need more detail, review the scope input tab
Current Capabilities
Capabilities Overview
• Estimate marketing’s current skill level for each specific capability
• Capabilities are grouped into categories within three areas “strategic,” “functional” and
“communication & team effectiveness”
Assess the Current Capabilities
1. In the Excel file capability input tab, rate the current capability from “none” to “significant”
2. The charts tab will automatically create bar charts that visualize each category’s effort level
Create a Current Capabilities Summary
1. Copy the bar charts from the charts tab to a ppt page
2. Add bullets that explain the current skill level for each category
3. If you need more detail, review the capability input tab
Scope – New vs. Current
Assess the New Scope
1. Based on the business Inputs & Marketing Plan Deliverables
2. In the excel scope input tab, rate the new level of effort for each activity from “none” to “significant”
3. The charts tab will automatically create bar charts that visualize each category’s new effort level versus current
Create a New Scope of Work Analysis
1. Copy the new vs. current bar charts from the charts tab to a ppt page
2. Review the current scope summary
3. Document the changes in scope
4. If you need more detail, review the scope input tab
Capability – Needed vs. Current
Assess the Capabilities Needed
1. Based on the new scope of work
2. In the capability input tab, rate the needed capability to deliver the new scope
3. The charts tab will automatically create bar charts that visualize each category’s needed capability level versus current
Create a Capability Assessment
1. Copy the new vs. current bar charts from the charts tab to a ppt page
2. Review the current capability summary
3. Document the differences between the needed and current capability
4. If you need more detail, review the capability input tab
Opportunities & Constraints
What Opportunities and Constraints do you need to consider either now or in the
future?
Example Categories:
• Budget
• Organizational focus
• Organizational alignment
• Marketing influence in the organization
• Training & development
• Location, benefits, working conditions
• Other relevant considerations
Resource Plan Overview
Resource Insights
• Any relevant insights about the Current Organization Structure
• Biggest changes in the Scope and in Capabilities needed and gaps between new and current
• Opportunities & Constraints that must be considered
Indicated Actions
•What could be done to address the insight
•Will impact the Team Structure, Internal Roles & Responsibilities and External Resource Scope
Here are tools to get you started:
- Resource Plan Overview Document
- Resource Plan Overview Video
- Marketing Capability Assessment Template
- Marketing Scope of Work Assessment Template
For a refresh on the Marketing Plan Deliverables, check these out: