Strategic

Planning
Essentials
How to avoid 7 costly planning mistakes —
featuring a one-page template to communicate
your plan
In a volatile world, strategy and its execution can quickly
go off course

Only
67% 53% 38%

of strategy leaders say there’s more than of business leaders responsible for of business leaders say their enterprise
a 50% chance that their plans will need strategy say their enterprise fails to can change plans fast enough to respond
to change after they have concluded achieve its strategic objectives. to market changes.
annual planning.

Sources: 2022 Gartner Strategy Adaptive Planning Survey; 2022 Gartner Barriers to Continuous Strategy Execution Survey; 2022 Gartner Strategy
Business Partner Planning Perspectives Survey

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 2
Turn strategy into action with seven common-sense actions

Surprisingly few executives know how to get

what they need out of strategic planning. Unclear
objectives, poor processes and disengaged 1 Focus first on a minimally viable strategy.
business leaders are just a few of the reasons
that strategy turns too slowly into action. 2 Customize planning activities for participants.
These seven actions will help you produce high-
quality strategic plans that will be successfully 3 Sketch out initiative design early on.
executed yet responsive to change.
4 Be clear about who owns what.

5 Cascade plans side to side, not just top-down.

6 Focus performance measures on key assumptions.

7 Pressure-test plans against a few future scenarios.

Bonus feature: One-page template to communicate

your strategic plan

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 3
 1 Focus on designing a minimally viable strategy
Avoid this mistake: Striving to create a comprehensive strategic plan all at once

Organizations able to
change plans fast are 198% Adaptive Strategy Building Blocks
more likely to capture the Illustrative*
Inputs Process Outputs
full potential of opportunities
Start Execution as Respond to Changes Embrace and Involve Everyone
created by external events. Early as Possible as They Happen Explore Uncertainty in Strategy

Source: 2022 Gartner Strategy Adaptive Planning Survey

Real-Time Insights

When markets change frequently, a fully Real-Time Insights Continual Scanning

integrated, comprehensive plan can work against

Continual Scanning Strategy Sprints
you, as it doesn’t leave space to add or easily
adjust plans. Distributed Decisions Continual Process

Minimally viable plans, however, enable the Strategy Sprints Strategy Sprints Option-Based Strategies
organization to better embrace the core tenets Continual Process Experiment-Based
Experiment-Based Strategy Strategies Crowdsourcing
of an adaptive organization.
Minimum Viable Strategy Minimum Viable Strategy Minimum Viable Strategy Distributed Decisions

Note: Gartner research has identified nine building blocks that organizations use as part of an adaptive strategy process. Select those most
relevant to establishing your required adaptive strategy practices.
Source: Gartner

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 4
 2 Customize planning activities to meet participants where they are
Avoid this mistake: Streamlining or standardizing planning efforts just to lower total cost/time

Fast plan changes are

3.4 times more likely to Compatible Planning Experiences: The New Adaptive Planning Paradigm
happen when the business More Relevant
Standardize planning
is engaged in planning. processes to meet the
Use “conflict radars”
Source: 2022 Gartner Strategy Adaptive Planning Survey to spot planning majority of needs, while
Customize planning providing opportunities
decisions likely to cause
to align with unique, to customize for specific
organizational friction,
evolving needs variables.
and take low-cost actions
You need business-compatible planning to preempt conflicts.
experiences to be more relevant, convenient
and practical. See example at right.
Business-
Compatible
More Practical Planning More Convenient
Pull forward Experiences Integrate
actions that planning
mitigate activities Make planning less arduous
organizational into business and time-consuming by,
barriers workflows for example, repurposing
the inputs/outputs of
nonstrategy processes to
complete planning work.
Source: Gartner

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 5
 3 Sketch out initiatives to make sure the resources exist
Avoid this mistake: Delegating design of strategic initiatives without testing their feasibility

When funding is
lacking, 45% of strategic Initiative Value Map
initiatives fail.
Partner
Source: 2022 Gartner Strategy Long-Term Initiative Resourcing Survey
1 Value Creation Requirements
Asset Technical conditions that must
1 Capability be met to enable the initiative to
1 capture value
As firms take on more transformational initiatives, Process Req 1
1
it has become harder for stakeholders to Value Driver
pressure-test assumptions about what resources • Internal: Assets, capabilities,
an initiative will need to reach its goals. processes, resources, etc.
Value • External: Suppliers, partners, etc.
Create visual maps (example at right) for how
Relationships
an initiative plans to use resources, capabilities, Map dependencies between
assets and internal processes to create value. value requirements and individual
value driver nodes
This helps to pressure-test each part of the
resource plan and identify flaws in the initiative’s
design early.
Source: Adapted From ReadyAlly*
*Pseudonym
Related tool for Gartner clients
Gartner Initiative Accelerator

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 6
 4 Be clear about who owns what
Avoid this mistake: Assigning project ownership right before execution

59% of organizations
that are fully successful Three Key Challenges Impacting Successful Execution of Strategic Objectives
at achieving strategic Showing Difference in Percentage of Respondents to Select

objectives have clearly 18pp

assigned responsibilities
across the enterprise.
Source: 2022 Gartner Barriers to Continuous Strategy Execution Survey 12pp

10pp Strategies not fully successful

(n = 157)
All good execution starts with a clear direction.
Strategies fully successful
If you don’t know what is expected or desired, (n = 135)
how are you going to accomplish the outcome? 34 %
16 %
22 %
10 %
14 %
4 %

Ambiguous Inability to Cascade No Clear Priorities

Your strategic objectives should specify both Responsibilities Objectives to Teams
responsible owners and execution teams. and Individuals
Transparency is key, as it enables executive n varies by cohort, business leaders responsible for enterprise business or IT strategy
leaders to proactively address risks that could Q: Which challenges your organization’s ability to achieve strategic objectives?
Source: 2022 Gartner Barriers to Continuous Strategy Execution Survey
impact outcomes. It also enables the enterprise
Note: pp = percentage points
to quickly adapt or adjust course as priorities
and outcomes change.

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 7
 5 Cascade plans side to side, not just top-down
Avoid this mistake: Turning strategy cascades into a one-way, top-down communications activity

When objectives are

cascaded, organizations Virtual Cross-Silo Strategy Cascade
have two times the Sample Structure of Regional Events

impact on succeeding
Key Strategic Imperatives
with strategic objectives.
Source: 2022 Gartner Barriers to Continuous Strategy Execution Survey

BU Silo Discussion Group 1 BU Silo Discussion Group 2

Simply building a strategic plan and cascading it

downward in the organization doesn’t work given
today’s interconnected enterprise strategies, such Virtual Facilitator
as digital transformation.

It’s critical to map out and promote cross-silo

understanding before planning and executing
initiatives to make sure the managers involved
BU Silo Discussion Group 3
know how their work affects others in the
organization.
Source: Gartner

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 8
 6 Focus performance measures on key strategic assumptions
Avoid this mistake: Tying initiatives to metrics that relate mostly to day-to-day performance

Limit your plan to four

to seven key assumptions The Assumption-to-Knowledge Ratio Structure
that have the greatest
Assumption
impact, to minimize
Knowledge
barriers to execution.
Ratio Definition
Source: Gartner Corporate Strategic Planning Research
Assumption Assumption: What things must be true for this to work?
Strategic Initiative
Knowledge
Knowledge: What do we know (or need to) about this?
Focus performance metrics on key assumptions,
not outputs, to help the organization navigate Assumption
uncertain environments without losing clarity on Knowledge
its strategic direction. This enables teams to be
more decisive and better aligned with strategy Source: Gartner

throughout the course of execution.

Measures that can validate core assumptions

help organizations with their “assumption-
to-knowledge” ratio, surfacing causes of current
performance issues and improving confidence
to pivot during execution.

Related tool for Gartner clients

Gartner Score Maturity Assessment

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 9
 7 Pressure-test plans against a limited set of future scenarios
Avoid this mistake: Under- or overinvesting in how future scenarios might change strategic plans

Only 38% of organizations

that use trendspotting have A Tapestry (TPESTRE) of Trends
a defined or formal process
for it. Technological
Source: Gartner Trendspotting Survey 2021 Political

Scenario planning is a purposeful approach for Environmental

exploring changes in the operating environment

to assess potential opportunities and risks. Economic

Function, business and enterprise leaders must

incorporate key assumptions about a range of such
issues into their strategic plans, specifying cause- Regulatory/Legal
and-effect relationships and interdependencies.
Social/Cultural
However, this is a practice most executives
overthink. We suggest taking an 80/20 approach Trust/Ethics
by focusing on just a few likely scenarios to help
pressure-test the viability of chosen strategic
Source: Gartner
initiatives and investments.

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 10
Bonus: Use a powerful visual to communicate your function's strategic plan

Strategic Plan for Marketing & Communications Leaders,

This is an example. Use the fillable template
on page 12 to customize for your needs.

2023–2024

Vision Statement Statement of Strategy

State where the organization wants to go, what you want to accomplish. Develop a concise statement to summarize the essence of the plan, the target state and required initiatives.

Example: Drive efficient growth by focusing on customer value, Example: To help achieve company goals of improving growth by providing solutions that help business partners make
purposeful evolution of the marketing function and continual better R&D decisions.
optimization of brand value.

Current State Plan Future State

4 to 7 key metrics characterizing your 4 to 7 initiatives Do Don’t 4 to 7 key metrics characterizing your
current state required to • Reconcile conflicting views • Push ahead without consensus and target state
achieve the • Build strong buy-in buy-in
target end state
Do • Focus resources and attention Do
• Accurately measure the organization’s • Describe the organization’s desired end state
baseline and progress toward target state Example: Implement targeted digital advertising as part of the integrated account-based marketing • Set goals to determine when the end state
program to increase MQLs.
• Capture risks to achieving mission-critical will be reached
business priorities
Example: Launch new master brand campaign internally and externally. Don’t
Don’t • Target scenarios too distant from the current
• Create overly detailed metrics related to state
day-to-day performance
4 to 7 assumptions Do Don’t
that must be true • Communicate explicitly • Create confusion or disagreement
for the plan to • Specify quantifiable thresholds around basis of strategy Example: MQLs grow by 15% year over year.
Example: Marketing-influenced sales succeed • Omit risks that must be mitigated Eighty percent of MQL growth to come
pipeline — 3,500 MQLs FY 2021; 65% from • Allow for real-time course corrections from existing customers.
existing customers
Example: Return to face-to-face events and scaling of hybrid experience events will enable the
reestablishment of valuable lead-generation opportunities. Example: NPS up from +25 to +45 by end
Example: Brand health — Net Promoter of 20XX
Score 25+
Example: Able to recruit a new strategic brand agency by 3Q21.

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 11
Strategic plan for your marketing function
Type in the fields below to complete
the interactive form.

Vision Statement
Vision
State Statement
where the organization wants to go, what you want to accomplish. Statement of Strategy

Example: Deliver the best customer experience in the banking industry.

Current State Plan Future State

4 to 7 key metrics characterizing your 4 to 7 initiatives 4 to 7 key metrics characterizing your

current state required to target state
achieve the
target end state

4 to 7 assumptions
that must be true
for the plan to
succeed

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 12
Actionable, objective insight
Explore these additional complimentary resources and tools
for marketing leaders:

eBook Webinar Tool Conference

The State of Marketing Budget The 7 Key Trends That Will Impact The Gartner Marketing Budget & Gartner Marketing
and Strategy in 2023 Your Strategic Planning Efficiency Benchmark Symposium/Xpo™
Get actionable insights to benchmark Drive confidence in decision-making Use this tool to optimize your spends The World's Most Important
your marketing budget. while exploring bold new opportunities. and prioritize investments. Gathering of CMOs and
Marketing Executives™.

Download eBook Watch Now Learn More View Key Takeaways

Already a client?
Get access to even more resources in your client portal. Log In
 Discover world-class
conferences for every
core business area
Gartner conferences provide clients and nonclients alike with
the management skills and technical knowledge they need to
prepare for the future. Through actionable, objective insight from
Gartner experts, solutions from experienced providers and peer
networking opportunities, you can refine your strategies, reduce
risk and get the competitive edge you need to succeed.

Don’t miss out.

View the Conference Calendar today and find the
conference that’s right for you.
Explore the Calendar

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 14
 Gartner BuySmart™
Confidently manage the
technology life cycle
Streamline your team’s path to better tech purchasing
decisions — fueled by industry-leading Gartner experts
and peer insights.

What you’ll get:

• Gartner insights at your fingertips
• Streamlined vendor evaluations
• Collaborative workflow within a structured process
• Confidence in selecting the right vendor

Learn More Discover Evaluate Select Optimize

Strategic Planning Essentials Gartner for Marketers Follow Us on LinkedIn Become a Client 15
4 Actions to Ensure Your Tech Investments Pay Digital Dividends Gartner for Information Technology Executives Follow Us on LinkedIn Become a Client 13
Connect With Us
Get actionable, objective insight to deliver on your mission-critical
priorities. Our expert guidance and tools enable faster, smarter
decisions and stronger performance. Contact us to become a client:
U.S.: 1 855 811 7593
International: +44 (0) 3330 607 044

Become a Client

Learn more about Gartner for Marketing Leaders

gartner.com/en/marketing

Stay connected to the latest insights

© 2023 Gartner, Inc. and/or its affiliates. All rights reserved. CM_GBS_CF_2157200