Is your strategic plan really a strategic plan? Many of the plans I see are really marketing plans in disguise. Now, before all you marketing whizzes jump me let me say that a marketing plan is an important thing for any business. In fact, it is a critical step to success. But, it must be based on something else; a solid foundation that clearly explains three critical questions.

  1. Why does this organization exist?
  2. What does it do?
  3. How does it do that?

How do you know if your plan is a good strategic plan or actually a marketing plan? Take the following short test.

  1. Does the plan start with a basic statement of the organization’s mission?
  2. Does the plan clearly define the organization’s basic values?
  3. Does the plan contain a set of goals that address how it will continually improve in all aspects?
  4. Does the plan involve all parts of the organization and was it created with a leadership team representing all its divisions?
  5. Does leadership communicate the plan to the entire organization, hold subordinate leaders responsible, and regularly follow-up on progress?

If you answered yes to these questions then you probably have an effective strategic plan. Let’s go a step farther now with a couple more questions.

  1. Is there a specific office, perhaps a vice president, who is responsible for the strategic plan’s creation and implementation?
  2. Is the plan built around an analysis of the organization’s competition and market position?
  3. Does the plan change with changes in local economic conditions or competitors actions within the market?

If you answered yes to these questions, I suggest you take another look at your strategic plan. As I said, a marketing plan is very important, but it must be based on a fundamental strategic plan. If the strategic plan and marketing plan are the same thing, then the organization is more likely to be reactionary to small market fluctuations and less likely to be a market leader. A great strategic plan, as the foundation for a good marketing plan, will put your business in a position to lead, rather than react to the market.

 

Bob Mason is dedicated to leadership development. He works with companies to solve problems by helping supervisors and managers become more effective leaders leading more productive teams. He is a professional speaker and author of Don’t Worry, You Can Do This: What New Supervisors and Managers Need to Know About Leadership; The Art of Not Motivating: How Leaders Can Succeed by Understanding the True Nature of Motivation; Balancing the Generations: A Leader’s Guide to the Complex, Multi-Generational, 21st Century Workplace; and Planning to Excel: Strategic Planning That Works.

A 30-year career in the U.S. Air Force exposed him to great leaders and leadership opportunities such as command of four squadrons, including the Air Force’s largest munitions squadron. He has studied leadership extensively, but more importantly has been there, working with real people, making hard decisions, and experiencing the results.

Contact Bob at Bob@BobMasonSpeaker.com or 505-453-5266