Chapter Overview
Many companies create business objectives as part of their annual plans or regular strategic planning. It’s essential that these goals flow naturally out of the overall business strategy. And it’s critical that marketers remember that tactics such as social media, PR, and e-mail are not strategies themselves. But need to fall under the high-level business strategy.
Blindsided by Business Objectives
An account manager came to me with a dilemma. The client wanted us to show how the company’s marketing plan supported its business objectives developed by the company’s board of directors. That was certainly a logical request, but it presented a few problems.
First, we had helped formulate the marketing ...
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