Making sure marketing activities align with business goals seems obvious enough. But, overarching strategy and departmental plans for many companies end up getting made independently. A bit of a flaw in the planning process it seems. If your CEO asks the question ?so what?s marketing doing this coming quarter?? then this likely describes your situation.
There is an excellent strategic planning and governance program I?ve used in the past called Gazelles. It?s basic premises focus on simplified, top-down strategic planning and corporate alignment. Companies perform best when all the cogs in the machine fit precisely together and operate in concert with each other.
It is critical marketers are involved in the business planning process from the beginning. How can they impact the right things if not? The simple fact is, operating in a vacuum is inefficient and will inhibit growth.
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Marketing Plan
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