营销计划必须与战略业务重点相一致

Gartner for Marketing Your Must-HaveToolkit for FunctionalStrategic Planning Make sure your strategic plan clearlydefines how your marketing functionwill drive enterprise success. 45%of CMOs sayaligningon shared businessgoalsis the mostimportant activityfor driving businessoutcomes. Strategic planning can be an arduous process, but certain activities will differentiate yourmarketing plan as one that really drives impact. These five steps are especially important — and think now about the tools you will use ateach stage to capture and share key data and information with stakeholders: 1Verify the business context.Confirm the enterprise mission and goals and makesure your marketing function’s employees know how they apply to their everyday work.Align your function’s goals for impact. Yet,less thanhalf of CMOswerepersonally involvedin the past year. Assess your function’s abilityto deliver on your goals and create a plan to fill thecapability gaps that will slow your impact. Strategically manage functional budgetsto prioritize cost, budget and investmentdecisions to favor initiatives that will drive impact — and demote those that won’t. Decide how to measure your progress.Select measures and metrics that willdemonstrate the progress you’re making against the commitments you’ve made. Source: Gartner 2023 Marketing Cross-FunctionalCollaboration Survey Document your strategy— ideally on just one page — to simply and clearly state wherethe functional organization is, where it is going and how it will get to the future state. Tools and frameworks you’ll need Align with businessstrategy Document yourstrategy Budget efficiencybenchmarking toolCost optimizationframeworkGartner BuySmart™ Strategic alignment toolTrendspottingPrepare for scenarioplanningBuild a productive CFOrelationship Guide to cascadingmetrics 1. Align with business strategy Surface and verify the priorities of the enterprise and your business partners. First make sure you understand enterprise business goals well enough to crafta strategic plan for your marketing function that will support enterprise ambitions. Business Strategy How the business will compete and succeed in the longterm, including a description of how business functionsincluding marketing will contribute to business success Documentboth the businesscontext and the likely impact onyour function of factors: Key toolsfor this may include: •A simpleconversation guidetofocus your conversations withbusiness partners•Trendspottingframeworks to lookat drivers of change, includingthose in the more distant future•Scenario planningactivities toalign business partners aroundyour hypothetical futures •Withinyour function•Internalto the enterprise•Externalto the enterprise Don’t forget: A productive relationship between function leaders and the CFOwill also be critical for effective strategic planning (see page 8 for more). 1. Align with business strategy: Strategic alignment tool Use this tool to guide your conversationswith business partners: 1. Align with business strategy: Trendspotting Preparing for nascent trends is key to navigatingdisruption and capturing opportunity No executive leader can predict the future, but you can adopt a deliberate approachto sensing and responding to trends. Use a construct like the Gartner TPESTRE of trends to prepare to respond to disruptionsand plausible futures. Key considerations are your organization’s footprint (existingpresence within a market or industry) and foothold (strategic opportunities to expand). Footholdincludes: Footprintincludes your: •Innovation and pilot projects:testingnew offerings with new emergingtechnologies•Partnershipsto gain market insights•Acquisitionsto establish a largerpresence•Targeted marketing campaigns:gauging interest in a new product orservice in new markets •Customer base:established groupof loyal customers•Operational facilities:manufacturing plants, distributioncenters, infrastructure or supplychains•Brand reputation:marketperception of your organization Forces and trends impacting your organization’s future Technological:Evolution, impactand disruption of technology changePolitical:Political attitudes, institutionsand legislation shifting the politicalenvironment Trust and ethics:Ethical expectations,behaviors, duties and biases of peopleand companies toward one anotherand society Regulatory and legal:Changes in lawsand governmental policies and regulationsto reward or punish a particular behavior Economic:Factors in the economicenvironment locally and globally thatinfluence businesses and governments Environmental:Technical, political,economic, cultural, ethical and legalchanges supporting environmentalprotection and sustainability Social and cultural:Attitudes, behaviorsand lifestyles of individuals and groupsin a society Source: Gartner 1. Align with business strategy: Prepare for scenario planning Scenario planning can help business partners to alignon their hypothetical