The Questions You Need to Ask When Planning Your Corporate Strategy

 

So, how do you go about covering all this ground?

 

As we found in this year’s research report, “How To Make Your Number in 2016,” top performing CEOs organize their Corporate Strategies across an eight-phase process. To make sure you have everything you need to hit your quota, sign up for our “How to Make Your Number in2016” workshop.

 

These eight phases define your Mission, Vision, Values, Brand, Objectives, Markets, Competition, and Advantages.

 

Here, we’ll provide three key questions you must answer for each phase in order to achieve your goals. When a customer hears our company name, what do we want them to think? What questions do I need to ask to complete the Mission phase?

 

  1. What is the driving force behind our company?
  2. How do we benefit customers?
  3. What are the main products we offer?

 

What questions do I need to ask to complete the Vision phase?

 

  1. What does the future hold for us?
  2. What is the purpose we are working toward?
  3. What inspires our people?

 

What questions do I need to ask to complete the Values phase?

 

  1. How should we behave?
  2. What are our rules of engagement internally and externally?
  3. How can we live up to our values today and in the future?

 

What questions do I need to ask to complete the Brand phase?

 

  1. How do we add values to our customers’ lives?
  2. What promise do we make to our customers?
  3. When a customer hears our company name, what do we want them to think?

 

What questions do I need to ask to complete the Objectives phase?

 

  1. What company objectives must be met?
  2. How will each function feed these main goals?
  3. How will we communicate these objectives across the organization?

 

What questions do I need to ask to complete the Markets phase?

 

  1. What is our definition of a market, based on industries, geographies, segments, products, or buyers?
  2. Which markets are we going to serve?
  3. How can we best reach buyers in these markets?

 

What questions do I need to ask to complete the Competition phase?

 

  1. Who are our competitors in each market?
  2. How do our competitors beat us?
  3. How do we beat each competitor?

 

What questions do I need to ask to complete the Advantages phase?

 

  1. Which of the three competitive advantages should we pick: Price, Product or Customer Experience?
  2. How have we ensured we do not suffer from false differentiation–differentiation that is not important to the marketplace or is a false presumption of superiority?
  3. How have we ensured we do not suffer from unsustainable differentiation–differentiation that is easily imitated?

 

By answering these questions, you can be sure you accomplish everything you need to with your Corporate Strategy. And you can provide the other teams with the information they need to succeed in the year ahead.

 

Ready to get started? Register for SBI’s “How to Make Your Number in 2016” workshop today.

ABOUT THE AUTHOR

John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.

John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.

 

John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.

 

His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.

 

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