The Role for Marketing in Strategic Planning -- Bob McComas

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The Role for Marketing in Strategic Planning
Answer by Bob McComas, BOL Guru
Guru BIOS

Question: Does anyone have any suggestions on how to get the marketing department a serious role in the annual bank strategic planning retreat?

Answer: I would suggest you draft what the marketing department's plan might be, write a top level synopsis of what it is, develop a cost/benefits analysis, present it to the President and ask for an opportunity to present it at the retreat. Be prepared to discuss the "WIIFM" factor for all involved functions- what's in it for me ("wif-im"). You have got to get top level acceptance before you go anywhere with it. Without that, you won't get the respect you'll need to be successful. Good luck.

First published on BankersOnline.com 10/20/03

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