We’ve all had ideas that have flopped. It may be easy to brainstorm, but it’s much more difficult to bring innovative ideas to fruition — plus, it’s even harder to ensure they turn out the way you initially envisioned. For instance, you may have a terrific new idea to implement for your B2B marketing plan, but once you get it down on paper, you aren’t sure what the next step is to get started. How do you decide if your idea is worth spending time and resources on, or what the necessary course of action is to make it a reality? If you follow the steps outlined here, you’ll find that your marketing planning process will go much more smoothly so you can 1) decide if you have a viable idea, and 2) ensure your idea gets fully developed.

1. Write It Down

The first step to deciding if your idea is viable is to write down an overview. In simple language, summarize the idea so that your colleagues can understand what you’re aiming to do, and see if it aligns with long-term goals. Not only will a summary help others understand it, but it will clarify the idea in your own mind.

2. Figure Out What It Solves

The next step is to write a brief paragraph about why you think this idea has merit. What is the reason you came up with the idea, and what type of problem are you trying to solve? Is it based on solid metrics, or did you develop it from a gut feeling? If your idea is based on metrics, you’ll need to explain what meaningful insights you gathered from the data that led to your vision. If your intuition powered the idea, describe why you think it will help your department grow.

3. Develop an Action Plan

When first delving into your idea’s marketing planning process, you don't need to create a full-blown action plan. But, you should list what you need so you can develop your idea. In other words, what resources are required? How much money, people, materials and time will it take to complete it? Flesh out the steps to generate, build and complete your vision to determine what the cost in money and resources will be — thoroughness will ensure your idea becomes a reality.

4. Establish a Timeline

Ideas can run the gamut from tiny to huge. Regardless, one of the resources you’ll need is time to complete it. Break down the completion schedule into smaller segments, and present them on a calendar in days, weeks and months. You may find that you need to consult others on your team to get a solid estimation of how long work takes that you’re not familiar with.

5. Wrap It Up

Once you have a sound action plan and timeline, ask yourself this: what small details have you left out that need to be included so you can execute your idea? Are there specific people you need to contact for help? Does your vision impact other work that your company is doing? Do you have the right technology to ensure you can effectively complete your tasks? Add any extra insights you can to your plan to make it as comprehensive as possible — think of it as your final outline. Run it by your team, and once you get the OK, you can begin your new operation.  

Brainstorming Isn’t Enough

The bottom line is that brainstorming an idea is great, but brainstorming alone won’t bring innovative ideas to completion. It takes realistic examination, resources and a fully developed marketing planning process to execute an idea. Before you jump into what you think is a revolutionary vision, it’s best to start out with a comprehensive brief and run it by the rest of your team. This way, you’ll ensure your idea is achievable, and that you aren’t straying from your organization’s long-term goals.