7 Steps to Ensure You Are On The Right Path
 
Have you been on the run and forgot the direction you were headed for in the first place?  What separates you from other companies?  What is your competitive strategy?
 
In order for a company to thrive and not only survive in this challenging global marketplace, there needs to be a broad understanding of exactly how marketing and strategic leadership play a part in the overall success of the business, as well as the significant contribution these elements make in order for everything to fit together.
 
You know your marketing strategies are effective and actionable when:

They provide the basis and help formulate marketing activities that result in plans that work and offer ROI.

They define the role and responsibility of the board/management in determining marketing strategy.

It is almost the end of the 2nd Q of 2008, and it is a As you're looking ahead and planning for the new year, this is an ideal time to consider to what extent your business is prospering and reaching its goals.

Studies, as well as common sense show that the company with a well-defined mission and corresponding action-oriented goals is more likely to meet the needs of their customers and create a work environment that empowers employees. Empowered employees contribute significantly to the company's prosperity. Their contribution results from the freedom that comes with having responsibility and control over the work they do. When they're empowered and in tune with the company's direction, employees will make decisions that benefit the company, their departments, their co-workers, as well as themselves. Their creativity generates new ideas that are so critical in the ever-changing economic environment.

To take advantage of this time of reflection and planning, you can use the following process to revisit the company's goals and direction. Consider this process a tool that can be used by you individually or collectively with your management team and staff.

1.         Revisit the company's mission statement. Although your company's mission statement may be posted in conspicuous places, even on your desk, you often don't see it because of its familiarity. It blends in with its surrounding environment. Take some time to think about what the company's mission means to the company, its people, and to you personally. Ask if the company's actions are in line with the mission. If your company doesn't have a mission statement, take this opportunity to develop one.

Mission statements generally include the purpose, benefits, and direction of the company. Use simple words to convey the meaning so that everyone in the company, as well as your customers, can understand what your business is all about.

2.       Look at each of the company's goals. Look at the goals in each area of the company -- administration, operations, production, human resources, sales and marketing, R & D. Where is the company in relation to attaining its goals? Reaffirm the relationship between the goals and the company's mission so your marketing and growth strategies can be supported accordingly.

3.         Prioritize your goals. Goals that were set six months ago may not be particularly meaningful now. For instance, if your company has considered entering into the Asian or European markets and your research and market studies don't support such a move, do you need to keep the goal that all senior level managers learn conversational Chinese or German?
Abandon those goals that are no longer viable for your company. Set aside the ones for which the timing has not been right.

4.         Look at where the company is expending its time, energy, and resources. Look at the day-to-day operations. Are they in alignment with the mission and goals? Do operations need adjustment, or do goals need to be redefined? For example, are your customer service representatives spending more time completing paperwork and creating paper trails than they are in assisting customers? Is the company's mission to provide timely quality service to your customers, or is it to make sure everyone is doing their job?

5.       Renew your commitment. Reaffirm the company's mission and direction. Re-align your individual goals with those of the company. Visibly demonstrate your commitment to the company's direction. Encourage your people to take ownership in the everyday successes and challenges, as well as the prosperity of the company. Only when your people have an emotional investment in the company will they give their best effort.

6.       Revise your plan for action as necessary. If you make changes in your goals, develop new components in your plan to accommodate those changes. Check the essential nature of each activity. Does that activity move the company forward? Eliminate any unnecessary non-productive activity. Involve those people who are responsible for implementing the plan. Ask them for and listen to their input. Use their ideas, and give them credit.

7.         Move ahead. All goals set by companies are not realized. There comes a time when some goal must be abandoned or set aside. Learn from the mistakes that have been made, and use them for the company's benefit. Put into action those steps that will move the company in the desired direction.