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In my experience of over22 years, first I have hardly seen proper written form of Marketing Strategy, secondly, if it is there, it is highly theoritical. Most important thing is that, mostly, it is found NOT CONNECTED to the overall Enterprise Corporate Strategy.
Marketing strategy and overall corporate strategy should be consolidated to form a one strategy in order for the company to optimize its effectiveness and efficiency. However, it is rarely happen that both strategy are100% linked.
The answer is 100% if you are result oriented and looking for success.
Let me explain it here as why and how:
It's no secret that building and executing integrated marketing strategies is the responsibility of your marketing team. The problem with that is the actions of everyone in your organization affect your marketing.
Marketing isn't just what your customers see on the outside. It's what happens when they get your product home. It's the experience they have with any one person in your company at any given time and through any specific touchpoint.
That being the case, it would certainly be ideal to get everyone in your company focused on and aligned with:
· Your marketing goals
· The greater good that the company is working to accomplish
· The real reasons you're different from your competition
· The value you provide your customers and community
· The customers you're working so hard to earn and keep
· The most important strategic priorities your marketing team is working to accomplish so that your company will continue to thrive.
Remember these points are the points which the organization looking for success and having in business plan so the perfect be the alignment better will be the end results
Both strategies should be100% aligned.
Otherwise is like having a car that has one square wheel and tire: it will not make a smooth journey and may probably take an unwanted direction.
In practical terms, however, many companies may not align these2 strategies because one (Corporate Strategy) is formulated by the board and the other (Marketing Strategy) is formulated by the head of marketing.
What happens if your CEO decides to go to the moon and the marketing team books a ticket to San Francisco?
All functional strategies must be aligned with the overall organizational strategy to achieve the desired result set out as a goal.
Hope this explains!
