Icome across many organizations without a strategy. As a CEO or executive leader, if you aren’t formulating or leading strategy, it simply isn’t being done. Studies show that companies that deploy strategic planning initiatives are 12 percent more profitable than companies that don’t.
The real secret to sustained success is to blend three strategic approaches seamlessly: visionary strategy, sales strategy and marketing strategy.
Visionary strategy:
Charting the big picture
At the heart of any thriving organization is a robust visionary strategy. This plan is the cornerstone that defines the big picture horizon. It encompasses the core identity and long-term objectives of the business.
A well-crafted visionary strategy answers fundamental questions: Where do we see ourselves in the future? What impact do we want to have on our industry and society? Who do we want to become as a company? This forward-looking perspective is essential for setting a clear direction and inspiring both leadership and employees.
However, many organizations stop at the visionary strategy. While it provides a vital roadmap, it is not enough on its own.
Sales strategy: The path to optimized growth
Sales strategy is the specific pathway that an organization takes to optimize its sales growth. It is a comprehensive plan that covers facets like go-to-market tactics, product and service offerings, and the talent required to drive sales. This strategy outlines the technology and infrastructure needed to support sales efforts and details the specific selling activities that will propel the company toward its growth objectives.
A robust sales strategy ensures that the organization is not only equipped to meet its sales targets but also to exceed them. It focuses on aligning sales activities with the visionary plan, ensuring that every action taken by the sales team contributes to the long-term goals of the organization.
Marketing strategy: Building brand and generating leads
Parallel to sales strategy is marketing strategy, which focuses on brand building, thought leadership and lead generation. This strategy supports the sales efforts by creating a strong brand presence and generating interest in the company’s products and services.
The marketing strategy is crucial in positioning the organization as a leader in its field and attracting potential customers. It aligns closely with the sales strategy to ensure that marketing efforts translate into tangible sales outcomes. When these two strategies are closely integrated, the organization is poised for greater success.
Assessing and
integrating strategies
To make sure you’re on the right track, assess the presence and effectiveness of these approaches within your organization. Start by evaluating your visionary strategy. Does it provide a clear and compelling direction for the future? Next, examine your sales strategy. Is it detailed and actionable, with a clear path to achieving your growth goals? Finally, review your marketing strategy. Is it effectively supporting your sales efforts and contributing to revenue and profit growth? Identifying gaps in any of these areas presents an opportunity to strengthen your strategic planning.
By ensuring that you have a visionary strategy, a sales strategy and a marketing strategy all working in harmony, you position your organization not only for immediate growth but for sustained success in the future.
Amy Franko is CEO and LinkedIn Top Sales Voice at Amy Franko Associates
