Strategic planning begins with a company’s envisioned future. It’s the combination of long term goals and a vivid description of how to achieve them. Why is this important? When energized with a steadfast purpose and core values, an envisioned future will provide all stakeholders with direction and enable them to make appropriate decisions. “Where there is no vision, the people perish.”Proverbs 29:18
Our deliverable is a comprehensive report that captures a company’s Purpose, Positioning and Plan. We utilize up to a dozen exercise with company management to work through a process of observations, ideas and decisions. In many cases, our process includes interviewing external stakeholder and related parties in order to get a 360-degree view of a company and its products/services. The timeframe and investment will vary for each company depending on how many divisions, product/service lines, organizational complexity and of course how much of this type of understanding and documentation is already in place.
Here is an outline of our completed report:
- Product / Service Offerings
- Target Markets and Buyer Criteria by Product / Service
- Competitive Positioning by Product / Service
- Branding and Communications Guidelines
- Long and Short Term Goals
- Marketing Calendar and Budget
We typically go through this process when we start working with a client. The document is then reviewed quarterly when we review progress and adjusting the marketing calendar and budget. Our sales and marketing dashboards (link to page) are what drive quarterly reviews.
Branding (link to our branding page) and strategic planning go hand-in-hand. During this strategic planning process is the perfect time for re-branding and/or brand updates.
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