EXECUTE A STRATEGY

Aligned Marketing Strategy

Design a strategy on how Marketing can deliver and make a contribution to the corporate strategy.

MATRIX TYPE: Locked
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PROCESS

  1. Create a locked matrix.

  2. Define the vision for Marketing in relation to the corporate strategy.

  3. Plot the desired outcomes of Marketing across the X-axis. (Include KPIs with targets).

  4. Define the high level responsibility areas in the Marketing department and plot them on the Y-axis.

  5. Describe how each responsibility area contributes to the marketing strategy in the intersects.

  6. Cascade each responsibility area to the second level.

  7. Define the mid-level responsibility areas in the Marketing department on the Y-axis.

  8. Describe how each of the mid-level responsibility areas contributes to the strategic contributions of the high-level responsibility area.

  9. Continue cascading strategy until the lowest level is reached.

TIPS & TRAPS

  • Assign personal or team responsibility for each area.

  • When cascading strategy follow the existing reporting structure and cascade from the executive director to managers to employees on the lowest level.

  • Ensure that each intersect speaks directly to the desired strategic outcome and build initiatives accordingly.

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