When Strategic Planning Gets Locked in the Basement

enronStrategic planning isn’t sexy. That said, bear with me.

Strategic planning helps marketers answer what to sell, who will buy it, and how to beat competitors in the marketplace.

However, in today’s volatile and chaotic marketplace, some executives argue that it’s better to “fly by the seat of your pants” and skip forecasting. What happens when strategic planning is locked in the basement? Let’s look at two cases to find out.   read original column


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