For version 11 of Palo Alto's Marketing Plan Pro 3 types of plans are offered in varying templates including: a "30 Minute Plan" - Just the basics without research requirements, a "Basic Plan" - a more in depth plan for start-up businesses requiring market research and a "Standard Plan" - which is geared toward existing business with complex ongoing marketing strategies.

For this review we decided to try out the "30 Minute Plan" which is only 30 minutes in name. It will probably take the average user an hour or two to build a quality marketing plan. The plan has eight major sections in total giving the user a very broad brush overview of a marketing strategy.

One of the best features of the new version of Marketing Plan Pro is the audio tutorial included in each section narrated by John Jantsch the author of Duct Tape Marketing who focuses on excerpted highlights taken from the book. A key benefit of the software is the focus on "Remarkable Difference" (Competitive Advantage) and a the importance of having a narrowly focused "Ideal Customer" or Target Market.

There is also an entire section dedicated to lead generation and translating leads into sales using an hourglass or funnel approach encompassing three key components: Advertising, referrals and promotions. Customer feedback loops mirror a Plan, Do, Check, Act (PDCA) methodology to effectively analyze and adjust your marketing strategy in the future. Customer Service highlights and Community Building activities including viral marketing to build customer driven marketing and develop customer evangelists.

The financial section is called "Critical Numbers" and includes Sales Forecasts, Marketing Budget, Critical Lead / Conversion Numbers and Key Marketing Metrics Dashboard. The sections are capped off with a Marketing Vision section which amounts to an executive summary that demonstrates your overall marketing plan and the higher purpose (or mission) of your business. A new feature that is highly value added is the SecurePlan.com website. You can upload your plan using the software then download as a PDF or share through a special URL sent by email to anyone who needs access to it. The best part of this feature is that other users don't need a copy of Marketing Plan Pro to access the marketing plan...just an internet connection and a PDF viewer.

As with Business Plan Pro and its complimentary Plan As You Go Business Planning book, PaloAlto's Marketing Plan Pro with Duct Tape Marketing emphasizes the continued revision through Plan, Do, Check, Act method of planning. For the marketing side of the equation PaloAlto included a GAP analysis to gauge the effectiveness of your plan in four key areas: Personal, Business, Tactical and Strategic areas, giving you a tool to keep your marketing plan out of the desk drawer. This GAP Analysis is designed to be a near term to intermediate term snapshot that can be constantly updated on a quarterly, monthly or weekly basis.

Highs: Useful Reporting Capabilities, SecurePlan.com features, Process Oriented with Targeted Marketing Recommendations
Lows: Still a little costly, no tips for low budget marketing / gurilla marketing techniques
Bottom Line: The Best Marketing Plan Program on the Market just got better