Management Strategy

Including marketing as a foundational part of planning is a strategic process that includes the entire customer management and feedback loop into the overall company strategy. This approach is a bottom-up planning process. Organizations that set sales goals from the financial officer down are forcing a false numerical structure onto a dynamically based market.

Top-down planning forces organizations into a box that restricts market expansion, misses customer opportunities and limits profitability in the name of profit planning. On the other hand, bottom up planning looks at customer potential and adjusts to a system that will deliver products and services that increase profit. Starting with the base of customer categories and product offerings, the total revenue and costs are added-up to build a dynamic and adjustable plan.

Many medium and small sized organizations lack a specific and strategic marketing vantage point to incorporate bottom-up planning into the planning process. Without this component, most companies operate like they only have two legs of a three legged stool.

Most companies do not usually make strategic marketing process a full time effort. Burgess Management Consulting is able to implement a top management level marketing strategy in a part time capacity for companies needing this service.

http://www.burgessmanagement.com/managing-the-marketing-process/