How to Innovate in Marketing (Collection), 2/e

9. Realizing Global Alignment: Creating a Plan to Win

How many times have you heard management say, “We all need to be on the same page”? That phrase, “on the same page,” seems to be the Holy Grail for marketers, managers, and executive teams regardless of the type of business. Yet rarely do organizations create that “one page” of purpose, actions, and metrics to which all can adhere. A Plan to Win (PTW) does just that: It puts the purpose, promise, actions, and performance metrics on a single page so that everyone can be on the same page.

The purpose of the PTW is to achieve organizational alignment. It is so important for brand revitalization that I am devoting this chapter to explaining how to create one.

For brand revitalization, we ...