Identify and set your strategic planning goals for this year and future years, then plan your AOP, MTP or LTP and marketing plan to succeed.

Strategic planning matters

Strategic planning is every business’ opportunity to identify and set their strategic goals for the future. So, why do so few businesses create a ‘strat plan’? Perhaps people doubt the intentions, expect the leader to set the direction or they prefer to just get on with things.

A robust strategic plan enables you to identify opportunities and assess what the organisation needs to capitalise on them. Once the high-level goals are set, it is also prudent to review your target operating model to make sure you have the resources you need and that your goals are realistic. Ultimately, there is no greater impetus for organisation change than reviewing your as-is and to-be states. So, if you need a facilitator, expertise or research to inform a strat plan, call us.

Business planning rigour

Once your goals are set and the organisation’s operating model reviewed, it’s time to prepare detailed plans. Some businesses have an annual budgeting exercise that aims to allocate resources to high-level goals. Others follow a granular approach with their annual operating plan (AOP) that sets out how the organisation will deliver on it’s strategic objectives.

Larger organisations or those going through funding rounds also prepare medium-term plans (MTP) or long-term plans (LTP) to forecast business results across multiple scenarios over many years. This approach enables the financial return and operational requirements to meet and focuses in on the best structure and initiatives for the future. So, if you need help with planning, financial models or operating models, call now.

Use cases:

1) Strategic planning
2) Target operating model
3) Annual operating plan
4) Medium-term plan
5) Long-term plan
6) Marketing plan

Strategic marketing plans

A strategic marketing plan contains the detailed steps to achieve your marketing goals to support your strategy. It contains the how so that your marketing budget is spent with a clear logic. Additionally, most business plans are heavily focused on the marketing strategy, plan and budget to achieve financial projections. So why is it often a one-pager?

Our marketing plans are crafted by a marketing expert who has created hundreds of them in different industries and company sizes. Rather than a one-page spreadsheet, our plans stretch to as much as 100-pages, delivered with our own specialised framework.

In summary, don’t leave your marketing results to chance, plan and have confidence in the outcome tailored to you.

Frequently Asked Questions (FAQ)

A strategic plan documents the strategic priorities and goals of a business. It starts with a mission statement  and ends with strategic goals to provide a framework for more detailed business planning. It is often followed by a review or creation of the target operating model (TOM).

Business planning includes the logic, resources and programmes required to deliver on the strategic objectives of a business. AOP, MTP and LTP play an important role in establishing how the organisation will deliver the best outcomes over different time horizons based on the identification of opportunities and the capabilities to capitalise on them.

A marketing plan details the activities and resources to needed to deliver your marketing goals. It is also the logic by which your marketing strategy is achieved. Marketing management underpins the plan to arrange your marketing resources to your strategy.

A target operating model looks at what organisational structure and capabilities are needed to achieve the strat plan i.e. the to-be state. There are many different approaches available but we prefer resources, people, technology, processes, propositions and partnerships.

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Identify your goals and set out what you need to achieve them.