Congratulations! You did it right this year - you clearly defined what success looks like, so the team knows what to strive for. You intentionally chose programs, markets and messages to deliver that success, instead of a laundry list of everything you could do. Finally, you backed up your plan with market data and strategic context. Even if someone disagrees with your direction, they understand why you're taking it.
Now what? Creating an awesome strategic plan is only half the battle. You still have to execute on it, so let's talk about how:
Set an Example by Following Your Own Strategic Plan
Why should other teams follow your plan if you don't? You may decide (or be asked) to change direction as the market changes or new insight comes in, but ignoring your own plan without communicating the reasoning will guarantee your ability to lead is eroded going forward.
Market Your Strategic Plan
The team was there when you presented the plan to leadership. But they're preoccupied with executing on their own jobs every day. They may even be responsible for delivering on more than one plan! In the chaos of our day-to-day, even amazing, compelling, data-driven strategic plans can be forgotten when a sales rep brings in a fire drill request. So, keep the message in front of your cross-functional team through opportunistic reminders in status meetings, and daily interactions. Think of it as reinforcing a message to a market - that's what it is!
Think of Your Strategic Plan as a Map App
Is the meeting starting to devolve into an opinion party instead of a prioritization session? Let's check the plan! Team feeling frustrated by lack of progress? Where does the plan say we should be! Nobody wants you to go left off the bridge, but you should be following your plan, which means you should consult it - often.
Creating a strategic plan isn't a goal unto itself; it's USING a plan that helps you move toward a better vision of your team, your product and your place in the market that make all that work worth it. Good luck as you finish out the strategic planning season!
About the Author
Diane Pierson is the Founder and Chief Market Strategist of Innovate on Purpose, a consultancy enabling successful product commercialization for B2B tech companies. Order her book, How to Innovate on Purpose or contact Diane at dpierson@innovateonpurpose.com.