Present

The time has come to disclose the Marketing Strategy just created.
The first version is presented and discussed, then it’s fine tuned considering all Client’s feedbacks until a final approved version.
This is a fundamental step, as all the following ones will depend by the Strategy.
It will be, from now on, the Lighthouse to refer to. In front of future doubts the answer will be go for what is more functional to the Strategy. For this reason it is preferable to spend a little more time on its definition, to prevent future criticalities.
Now the question is: will it be possible to adjust it later or once done it must be considered like written on stone? Of course a good Marketing Strategy has to be always adjustable, as the world, the market and many other elements are not static. Thus, in front of major unpredicted events correction must be possible. Sudden changes may come from a new Regulatory, from a relevant move made by the Competition, from a huge Technical Revolution, from an unexpected Discovery and many other. The last few years provided clear
lessons on this point: Pandemic, A.I., Regional Conflicts, People’s sensitivity towards Climate Changes are just few examples of the major events that forced companies to adjust their strategies. Keeping this in mind, Strategic Marketing Plan and its related Business Plan are usually the two main documents to be delivered. They will include all the aspects of the Business Case, as illustrated above, and some of them might be wider or deeper than others to better define critical points.
The presentation is a fundamental step to catch the attention and the agreement of the entire team. The new Strategy shared with the top management shouldn’t simply be cascaded internally to the team. An inclusive approach is always smarter than a top-down approach. Explaining, Sharing and Convincing is a key. People truly convinced about a Plan will support it by far better; they will be more effective, proactive, and they will do their best to make it successful. In some case, a Profit Sharing plan related to the goals of the new project might be the secret move that will boost everyone’s energies.
For all these reasons the presentation phase needs a sequence of sessions, properly calibrated, to collect interest, adherence and support from everyone. In addition, from managers and clericals will surely come precious practical advises that can be easily considered to ensure a smooth execution. Let’s be inclusive, not snob.