A brilliant Marketing Communications tactical plan will be of no benefit to a business if it is not aligned with both short term and long term Strategy. Short term usually involves a time frame of <12 months - the current forecast year, whilst longer term is beyond this. Development of Marketing Strategy tracks the development of overall Business Strategy taking account of ambition (ie growth) and also maintaining current business - retention, usually addressing questions of:

a) What are our profit and revenue goals ?
b) How will we reach them - via what markets, what opportunities ?
c) Why will we be successful - do our prospects value our offer ?
d) How are we competitively positioned ?
e) Do we face any disruptive regulatory or technological hurdles ?
f) How does our offer Roadmap position us for success ?
g) Have we tested any of our assumptions ?
h) Profiling and understanding own channels, products and services, markets and customers
i) Relative profitability of products and services - where is maximum margin made, where is the business sub-optimised ?

Marketing Decisions is expert in developing high level Business and Marketing Strategy - invariably the raw data needed resides with staff in client organisations, the key is in extracting the right information and using it in a structured manner. Marketing Decisions will extract the information needed and convert this into Strategy documents for consultation and agreement with Stakeholders and then further translate these Strategies into a tactical Marketing Plan. Ask us for examples of ground-up Marketing plans that show short term support for sales, whilst laying the foundations for longer term Strategy at the same time.