The Strategic Plan vs the Annual Plan
The productive tension
The strategic planandthe annual plan
The synthesis
The strategic plan and the annual plan are not rivals for the same job. They are two documents on different time horizons, doing different work, serving a single integrated strategic system. The strategic plan commits the firm to a diagnosis and a guiding policy over three to five years. The annual plan translates that commitment into twelve months of objectives, budgets and campaigns. Neither is complete without the other. The evidence-based marketer writes both and binds them together with an explicit inheritance rule — every line in the annual plan must trace back to a commitment in the strategic plan.
Learning objectives
- →Distinguish the job of a strategic plan from the job of an annual plan
- →Explain why Binet and Field's two-horizon evidence forces a two-document structure
- →Describe the contents of a strategic plan and an annual plan, and the inheritance rule that binds them
- →Identify the four common failure modes that break the link between strategy and annual planning
- →Apply Ritson's planning discipline — review the strategic plan, rewrite the annual plan
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