The aspirations of your leaders give you direction. Your stakeholders form up the rest of your flight path. Your task is to create strategies that make immediate and lasting progress in the desired direction toward your leaders' vision.
This sounds obvious but it can be hard to acquire. Getting on the calendars for your senior executives and all of your stakeholders can be very tough but it is very important that you hear their directions personally. Senior executives may assume that everyone understands their strategies because they are discussed constantly in their staff meetings. Of course, the reality of the day to day firefight will get in the way of this message getting to all of the company. Your go-to-market plan has to take these messages to the masses. It is critical that you understand them as well as possible.
Initiate each of these meetings with a template of questions to be answered by each executive. You will already have the basics like markets and products from the previous steps. These face to face conversations are for you to understand and capture the spirit of their strategies. If you set these discussions up by telling the executives that you will integrate their directions into everything that you do in marketing and you ask intelligent questions, you will find these meetings a good opportunity to build a strong relationship with each executive.
This ONE message vision alignment has to be done at least once a year, ideally twice. If there is a significant strategy shift, this messaging has to be reviewed.
This is your alignment guidance for all of your managers and content developers. Starting with the company core competencies as a base, this messaging gives you the direction to go and accelerate.
This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.
Phil Gibson ©2016