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The MAPS® Framework

What to expect

MAPS® is a cyclical roadmap with seven stops along the way and destinations that are only temporary destinations. At each stop, MAPS® provides a series of questions that the team should answer before moving onto the next step. Your team will:

  • Achieve more ROI and know what to measure.
  • Experience less stress and wonder.
  • Take control of your budget and brand.
  • Make smart calculated decisions.

What not to expect

MAPS® isn’t going to make you a logo designer, a better storyteller, or a website developer… that’s not marketing.  MAPS® is not a one-night stand or about making a quick sale. It’s about building lasting and meaningful reputation and relationships.

MAPS® is not a hype-machine that will lead you to making exaggerated claims about your products or company. Instead, you will discover what is special and powerful about your company and back it up with claims.

Frequently Asked Questions

What is the MAPS Framework in marketing?

The MAPS Framework stands for Marketing & Performance System. It’s considered the gold standard in B2B marketing because it is a structured, repeatable approach designed to help businesses take control of their marketing strategy, align marketing with business goals, and focus on what drives results—not digital noise. Companies who leverage the framework generate more sales and cut marketing waste.

MAPS is built for small to midsize B2B companies, especially those in manufacturing, defense, engineering, and professional services. If you’re tired of throwing money at disconnected marketing tactics, MAPS gives you a system to plan smarter, measure better, and grow more sustainably.

MAPS helps companies clarify their goals, define their audiences, position the brand to win more business, select the right channels, and implement a system of accountability. It’s not just a marketing plan—it’s a decision-making framework that makes marketing measurable and repeatable.

MAPS is not a tool or software (yet) —it’s a framework and methodology based on the basic principles of marketing. You can use it independently, with our guidance, or through MAPS-certified marketing partners. It’s designed to be flexible, so you can implement it within your current team or structure.

Yes! MAPS is ideal for businesses that don’t have a marketing department or rely on external vendors. It provides the structure and clarity needed to lead your marketing—whether you’re a CEO, operations leader, or sales manager wearing the marketing hat.

Most marketing strategies focus on channels or campaigns. MAPS starts with business goals, integrates brand, strategy, and execution, and introduces accountability at every step. It’s designed to align people, processes and the basic principles of marketing – not just a plan.

Absolutely. MAPS helps businesses move from reactive marketing to proactive, scalable systems. Whether you’re preparing for growth, launching new products, or entering new markets, MAPS gives you a roadmap to scale without the chaos.

You can get started by downloading our free MAPS overview or scheduling a discovery call with the Marketing Department team. We’ll walk you through how the framework works and how it can be customized for your business.

Yes! We offer MAPS as a strategic workshop, private coaching, or part of our Roundtable Series for marketing leaders. Whether you’re a team of one or ten, we tailor the experience to fit your goals and structure.

Marketing Department Inc. pioneered MAPS which is built upon our 20+ years of experience helping B2B clients achieve their marketing and business goals.  We have packaged up the processes that have been instrumental in the greatest successes of our clients. 

If you have any questions or want to learn more about MAPS and our experience, let us know.  We love hearing from people and exploring how to support their path to success.

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Plan:
With your strategy and platform in place, it’s time to create a plan. A well-crafted marketing plan aligns your tactics (what you’re doing) with your strategy (what you need to accomplish). It ensures everyone knows what to do, when to do it, who’s responsible, and most importantly, why. You’ll also have a clear understanding of what to measure, what success looks like, and a marketing budget that perfectly aligns with your activities.

Action: 
Now it’s time to take action. Your team can execute the plan with precision, coordination, and integration. Sales and marketing will work in harmony, promoting the same products or services to the same audience. By following the MAPS system, everyone stays aligned, making meetings more effective—and even shorter!

Optimize:
This step is all about monitoring progress, conditions and adjusting course when needed. The team will analyze all aspects of your marketing performance, look at successes and failures, make informed decisions, and follow the data. This step ensures your team maintains focus.

Establish Sales Goals:
Marketing impacts your operations, culture, revenue, service and/or products. Clear goals are crucial. During Segment 1, your team will identify three key sales goals and identify other important goals that are specific to your company. Clear goals will set the direction and create accurate expectations..

Business Intelligence:
Without data, you’re just guessing, and guesswork is not a strategy. By digging into the trends, customer needs and competitors, you’ll gain the insights needed to make smart, calculated decisions. Toward the end of this segment, your team will have a clear idea what your company does better than any competitor and identify the best opportunities now and in the future.

Strategy:
Strategy is your game plan – it is what gives a business momentum. Your strategy, positioning, and messaging become the force behind your marketing efforts—the powerful centerpiece that guides everything you do.

With a clear strategy, you’ll master the art of understanding and creating your unique market positioning while seamlessly aligning your marketing and sales efforts with your company’s goals. Once you have this clarity, you’ll achieve more, faster—riding the wave for greater success.

Platform:
Your brand platform is the foundation your brand needs to build long-term recognition and loyalty.

MAPS will guide the team to develop a cohesive message and visual platform that embodies your company’s identity. The platform shapes how the company is perceived and distinguish you from your competitors so that your business stands out with its own memorable and unique presence in the market. Your platform is tangible and will build recognition, trust and loyalty in your market.