Strategic Planning: Marketing’s Role

For marketing to gain status equal to sales and product management, it must take a more active role in strategic planning. But marketing can become too focused on tactics and activities, losing sight of what the company is actually trying to accomplish. This disconnect is a major cause of the underutilization of marketing compared to other functions within the strategy planning process. This report describes how marketing’s access to data and market knowledge can instill unique insight into the planning process and describes marketing’s key role in delivering on the organization’s strategic planning initiatives.