How to Use a Meeting Facilitator to Help Your Company Create a Strategic Marketing Plan

slamdunkmarketing, 07-25-2023

Using a meeting facilitator can significantly benefit your company in creating a strategic marketing plan. A facilitator can guide the process, ensure they hear everyone's ideas, keep the meeting on track, and foster a collaborative and productive environment. Here's a step-by-step guide on how to use a meeting facilitator effectively:

1. Identify the Purpose and Objectives: The facilitator will work closely with the key stakeholders and decision-makers to understand the company's goals, challenges, and desired outcomes for the strategic marketing plan. They will ask probing questions and seek clarification to ensure a clear understanding of the meeting's purpose and objectives.
2. Select an Experienced Facilitator: As part of the preparation process, the company will select an experienced facilitator with the necessary marketing and strategic planning expertise. The facilitator should have a track record of successfully guiding similar meetings.
3. Preparation: The facilitator will study the background information provided by the company to familiarize themselves with the industry, market trends, previous marketing efforts, and any specific challenges the company faces.
4. Participant Selection: In collaboration with the company's management, the facilitator will identify and invite the appropriate participants who can contribute valuable insights and have decision-making authority over marketing-related matters.
5. Set the Agenda: Working with the company's management, the facilitator will design a comprehensive agenda covering all relevant marketing plan aspects. The agenda will include time allocations for each topic to ensure the meeting stays on track.
6. Create a Supportive Environment: The facilitator will set the tone for the meeting by fostering an inclusive and supportive environment where participants feel comfortable sharing their ideas and opinions without fear of judgment.
7. Introduction: At the beginning of the meeting, the facilitator will introduce themselves and explain their role. They will also outline the ground rules for participation, emphasizing the importance of active engagement and respect for differing viewpoints.
8. Idea Generation: To stimulate creative thinking, the facilitator will use brainstorming techniques such as free-form idea sharing, mind mapping, or "Six Thinking Hats" to explore different perspectives.
9. Discussion and Evaluation: During idea presentations, the facilitator encourages active debate and ensures all participants can provide input. They will use active listening skills to acknowledge each idea and seek clarification when necessary.
10. Consolidation and Prioritization: The facilitator will help the group identify common themes and consolidate similar ideas into actionable strategies. They will facilitate a discussion on each idea's potential impact and feasibility, assisting the group in prioritizing them.
11. Action Planning: The facilitator will guide the group in developing a detailed action plan for each chosen strategy. This process will involve breaking the project into specific tasks, defining responsibilities, setting timelines, and determining the resources required for implementation.
12. Decision Making: In the event of conflicting ideas or decisions, the facilitator will employ decision-making techniques like consensus-building or voting to arrive at a resolution that aligns with the group's objectives.
13. Summarize and Follow-Up: Towards the end of the meeting, the facilitator will summarize the key points discussed, the decisions made, and the action plan. They will ensure that all participants are clear about their responsibilities and timelines. Additionally, they may assist in documenting the strategic marketing plan for future reference.
14. Post-Meeting Support: The facilitator may provide ongoing support, such as answering questions, offering guidance during implementation, or conducting follow-up meetings to assess progress and address any challenges.

Throughout the process, the facilitator's role is to remain neutral, ensure everyone's participation, manage time effectively, and keep the meeting focused on achieving the stated objectives. They catalyze collaboration and creativity, guiding the team toward a well-defined and actionable strategic marketing plan.

Tips for Selecting a Qualified Facilitator

When selecting a meeting facilitator to help your company create a strategic marketing plan, there are several qualifications and attributes for which to look. These qualifications will ensure that the facilitator can effectively guide the meeting and achieve the desired outcomes. Here are some essential qualifications to consider:

1. Experience in Strategic Marketing and Planning: The facilitator should have a strong background and experience in strategic marketing and planning. Look for someone who has successfully facilitated similar meetings and understands marketing principles, market analysis, and strategic decision-making well.
2. Strong Communication and Interpersonal Skills: A skilled facilitator should be an excellent communicator in listening and articulating ideas. They should be able to create an open and positive atmosphere, encourage participation, and manage group dynamics effectively.
3. Neutral and Unbiased Approach: The facilitator must remain neutral and unbiased throughout the meeting. They should not favor particular ideas or individuals and ensure that all voices are heard and respected.
4. Problem-Solving and Analytical Skills: Look for a facilitator with strong problem-solving and analytical abilities. They should be able to guide the group in evaluating and analyzing different marketing strategies objectively.
5. Adaptability and Flexibility: Circumstances in a meeting can change, and the facilitator should be adaptable and flexible to accommodate unexpected developments while maintaining the meeting's focus and objectives.
6. Knowledge of Your Industry and Market: While the facilitator may not be an expert in your specific industry, understanding your market and competitive landscape can be beneficial for providing relevant insights and context during the meeting.
7. Facilitation Training and Certification: While not mandatory, facilitators with formal training or certification in facilitation techniques can demonstrate a commitment to their craft and a level of expertise in guiding group processes.
8. Time Management Skills: The facilitator should manage time during the meeting to ensure that all agenda items are covered and the meeting stays on schedule.
9. Ability to Handle Conflict: Conflict can arise during discussions, and a skilled facilitator should be able to manage and mediate conflicts constructively, fostering a collaborative environment.
10. Creativity and Innovation: Look for a facilitator who can bring creative thinking and innovative approaches to the meeting. This skill set can help in generating unique and effective marketing strategies.
11. References and Testimonials: Request references or testimonials from previous clients or colleagues who have worked with the facilitator. These references can provide insights into their effectiveness and professionalism.
12. Engaging Presentation Style: A facilitator who can present information excitingly and compellingly can keep participants focused and interested throughout the meeting.

When evaluating potential facilitators, consider conducting interviews or a trial run to observe how they handle group dynamics and if their style aligns with your company's culture and goals. It is essential to choose a facilitator who can collaborate effectively with your team and guide them toward creating a strategic marketing plan that meets your company's objectives.