what is the definition of a strategic planning

Strategic Planning

The art of formulating business strategies, implementing them, and evaluating their impact based on organizational objectives

What is Strategic Planning?

Strategic planning is the art of creating specific business strategies, implementing them, and evaluating the results of executing the plan, in regard to a company’s overall long-term goals or desires. It is a concept that focuses on integrating various departments (such as accounting and finance, marketing, and human resources) within a company to accomplish its strategic goals. The term strategic planning is essentially synonymous with strategic management.

The concept of strategic planning originally became popular in the 1950s and 1960s, and enjoyed favor in the corporate world up until the 1980s, when it somewhat fell out of favor. However, enthusiasm for strategic business planning was revived in the 1990s and strategic planning remains relevant in modern business.

CFI’s Course on Corporate & Business Strategy is an elective course for the FMVA Program.

Strategic Planning Process

The strategic planning process requires considerable thought and planning on the part of a company’s upper-level management. Before settling on a plan of action and then determining how to strategically implement it, executives may consider many possible options. In the end, a company’s management will, hopefully, settle on a strategy that is most likely to produce positive results (usually defined as improving the company’s bottom line) and that can be executed in a cost-efficient manner with a high likelihood of success, while avoiding undue financial risk.

The development and execution of strategic planning are typically viewed as consisting of being performed in three critical steps:

1. Strategy Formulation

In the process of formulating a strategy, a company will first assess its current situation by performing an internal and external audit. The purpose of this is to help identify the organization’s strengths and weaknesses, as well as opportunities and threats ( SWOT Analysis ). As a result of the analysis, managers decide on which plans or markets they should focus on or abandon, how to best allocate the company’s resources, and whether to take actions such as expanding operations through a joint venture or merger.

Business strategies have long-term effects on organizational success. Only upper management executives are usually authorized to assign the resources necessary for their implementation.

2. Strategy Implementation

After a strategy is formulated, the company needs to establish specific targets or goals related to putting the strategy into action, and allocate resources for the strategy’s execution. The success of the implementation stage is often determined by how good a job upper management does in regard to clearly communicating the chosen strategy throughout the company and getting all of its employees to “buy into” the desire to put the strategy into action.

Effective strategy implementation involves developing a solid structure, or framework, for implementing the strategy, maximizing the utilization of relevant resources, and redirecting marketing efforts in line with the strategy’s goals and objectives.

3. Strategy Evaluation

Any savvy business person knows that success today does not guarantee success tomorrow. As such, it is important for managers to evaluate the performance of a chosen strategy after the implementation phase.

Strategy evaluation involves three crucial activities: reviewing the internal and external factors affecting the implementation of the strategy, measuring performance, and taking corrective steps to make the strategy more effective. For example, after implementing a strategy to improve customer service, a company may discover that it needs to adopt a new customer relationship management (CRM) software program in order to attain the desired improvements in customer relations.

All three steps in strategic planning occur within three hierarchical levels: upper management, middle management, and operational levels. Thus, it is imperative to foster communication and interaction among employees and managers at all levels, so as to help the firm to operate as a more functional and effective team.

Benefits of Strategic Planning

The volatility of the business environment causes many firms to adopt reactive strategies rather than proactive ones. However, reactive strategies are typically only viable for the short-term, even though they may require spending a significant amount of resources and time to execute. Strategic planning helps firms prepare proactively and address issues with a more long-term view. They enable a company to initiate influence instead of just responding to situations.

Among the primary benefits derived from strategic planning are the following:

1. Helps formulate better strategies using a logical, systematic approach

This is often the most important benefit. Some studies show that the strategic planning process itself makes a significant contribution to improving a company’s overall performance, regardless of the success of a specific strategy.

2. Enhanced communication between employers and employees

Communication is crucial to the success of the strategic planning process. It is initiated through participation and dialogue among the managers and employees, which shows their commitment to achieving organizational goals.

Strategic planning also helps managers and employees show commitment to the organization’s goals. This is because they know what the company is doing and the reasons behind it. Strategic planning makes organizational goals and objectives real, and employees can more readily understand the relationship between their performance, the company’s success, and compensation. As a result, both employees and managers tend to become more innovative and creative, which fosters further growth of the company.

3. Empowers individuals working in the organization

The increased dialogue and communication across all stages of the process strengthens employees’ sense of effectiveness and importance in the company’s overall success. For this reason, it is important for companies to decentralize the strategic planning process by involving lower-level managers and employees throughout the organization. A good example is that of the Walt Disney Co., which dissolved its separate strategic planning department, in favor of assigning the planning roles to individual Disney business divisions.

An increasing number of companies use strategic planning to formulate and implement effective decisions. While planning requires a significant amount of time, effort, and money, a well-thought-out strategic plan efficiently fosters company growth, goal achievement, and employee satisfaction.

Additional Resources

Thank you for reading CFI’s guide to Strategic Planning. To keep learning and advancing your career, the additional CFI resources below will be useful:

• Broad Factors Analysis
• Scalability
• Systems Thinking
• See all management & strategy resources
• Share this article

Create a free account to unlock this Template

Access and download collection of free Templates to help power your productivity and performance.

Already have an account? Log in

Supercharge your skills with Premium Templates

Take your learning and productivity to the next level with our Premium Templates.

Upgrading to a paid membership gives you access to our extensive collection of plug-and-play Templates designed to power your performance—as well as CFI's full course catalog and accredited Certification Programs.

Already have a Self-Study or Full-Immersion membership? Log in

Access Exclusive Templates

Gain unlimited access to more than 250 productivity Templates, CFI's full course catalog and accredited Certification Programs, hundreds of resources, expert reviews and support, the chance to work with real-world finance and research tools, and more.

Already have a Full-Immersion membership? Log in

• Product overview
• All features
• App integrations

CAPABILITIES

• project icon Project management
• Project views
• Custom fields
• Status updates
• goal icon Goals and reporting
• Reporting dashboards
• workflow icon Workflows and automation
• portfolio icon Resource management
• Time tracking
• my-task icon Admin and security
• Admin console
• asana-intelligence icon Asana AI
• list icon Personal
• premium icon Starter
• briefcase icon Advanced
• Goal management
• Organizational planning
• Campaign management
• Creative production
• Content calendars
• Marketing strategic planning
• Resource planning
• Project intake
• Product launches
• Employee onboarding
• View all uses arrow-right icon
• Project plans
• Team goals & objectives
• Team continuity
• Meeting agenda
• View all templates arrow-right icon
• Work management resources Discover best practices, watch webinars, get insights
• What's new Learn about the latest and greatest from Asana
• Customer stories See how the world's best organizations drive work innovation with Asana
• Help Center Get lots of tips, tricks, and advice to get the most from Asana
• Asana Academy Sign up for interactive courses and webinars to learn Asana
• Developers Learn more about building apps on the Asana platform
• Community programs Connect with and learn from Asana customers around the world
• Events Find out about upcoming events near you
• Partners Learn more about our partner programs
• Support Need help? Contact the Asana support team
• Asana for nonprofits Get more information on our nonprofit discount program, and apply.

Featured Reads

• Business strategy |
• What is strategic planning? A 5-step gu ...

What is strategic planning? A 5-step guide

Strategic planning is a process through which business leaders map out their vision for their organization’s growth and how they’re going to get there. In this article, we'll guide you through the strategic planning process, including why it's important, the benefits and best practices, and five steps to get you from beginning to end.

Strategic planning is a process through which business leaders map out their vision for their organization’s growth and how they’re going to get there. The strategic planning process informs your organization’s decisions, growth, and goals.

Strategic planning helps you clearly define your company’s long-term objectives—and maps how your short-term goals and work will help you achieve them. This, in turn, gives you a clear sense of where your organization is going and allows you to ensure your teams are working on projects that make the most impact. Think of it this way—if your goals and objectives are your destination on a map, your strategic plan is your navigation system.

In this article, we walk you through the 5-step strategic planning process and show you how to get started developing your own strategic plan.

How to build an organizational strategy

Get our free ebook and learn how to bridge the gap between mission, strategic goals, and work at your organization.

What is strategic planning?

Strategic planning is a business process that helps you define and share the direction your company will take in the next three to five years. During the strategic planning process, stakeholders review and define the organization’s mission and goals, conduct competitive assessments, and identify company goals and objectives. The product of the planning cycle is a strategic plan, which is shared throughout the company.

What is a strategic plan?

A strategic plan is the end result of the strategic planning process. At its most basic, it’s a tool used to define your organization’s goals and what actions you’ll take to achieve them.

Typically, your strategic plan should include: 

Your company’s mission statement

Your organizational goals, including your long-term goals and short-term, yearly objectives

Any plan of action, tactics, or approaches you plan to take to meet those goals

What are the benefits of strategic planning?

Strategic planning can help with goal setting and decision-making by allowing you to map out how your company will move toward your organization’s vision and mission statements in the next three to five years. Let’s circle back to our map metaphor. If you think of your company trajectory as a line on a map, a strategic plan can help you better quantify how you’ll get from point A (where you are now) to point B (where you want to be in a few years).

When you create and share a clear strategic plan with your team, you can:

Build a strong organizational culture by clearly defining and aligning on your organization’s mission, vision, and goals.

Align everyone around a shared purpose and ensure all departments and teams are working toward a common objective.

Proactively set objectives to help you get where you want to go and achieve desired outcomes.

Promote a long-term vision for your company rather than focusing primarily on short-term gains.

Ensure resources are allocated around the most high-impact priorities.

Define long-term goals and set shorter-term goals to support them.

Assess your current situation and identify any opportunities—or threats—allowing your organization to mitigate potential risks.

Create a proactive business culture that enables your organization to respond more swiftly to emerging market changes and opportunities.

What are the 5 steps in strategic planning?

The strategic planning process involves a structured methodology that guides the organization from vision to implementation. The strategic planning process starts with assembling a small, dedicated team of key strategic planners—typically five to 10 members—who will form the strategic planning, or management, committee. This team is responsible for gathering crucial information, guiding the development of the plan, and overseeing strategy execution.

Once you’ve established your management committee, you can get to work on the planning process. 

Step 1: Assess your current business strategy and business environment

Before you can define where you’re going, you first need to define where you are. Understanding the external environment, including market trends and competitive landscape, is crucial in the initial assessment phase of strategic planning.

To do this, your management committee should collect a variety of information from additional stakeholders, like employees and customers. In particular, plan to gather:

Relevant industry and market data to inform any market opportunities, as well as any potential upcoming threats in the near future.

Customer insights to understand what your customers want from your company—like product improvements or additional services.

Employee feedback that needs to be addressed—whether about the product, business practices, or the day-to-day company culture.

Consider different types of strategic planning tools and analytical techniques to gather this information, such as:

A balanced scorecard to help you evaluate four major elements of a business: learning and growth, business processes, customer satisfaction, and financial performance.

A SWOT analysis to help you assess both current and future potential for the business (you’ll return to this analysis periodically during the strategic planning process). 

To fill out each letter in the SWOT acronym, your management committee will answer a series of questions:

What does your organization currently do well?

What separates you from your competitors?

What are your most valuable internal resources?

What tangible assets do you have?

What is your biggest strength? 

Weaknesses:

What does your organization do poorly?

What do you currently lack (whether that’s a product, resource, or process)?

What do your competitors do better than you?

What, if any, limitations are holding your organization back?

What processes or products need improvement? 

Opportunities:

What opportunities does your organization have?

How can you leverage your unique company strengths?

Are there any trends that you can take advantage of?

How can you capitalize on marketing or press opportunities?

Is there an emerging need for your product or service? 

What emerging competitors should you keep an eye on?

Are there any weaknesses that expose your organization to risk?

Have you or could you experience negative press that could reduce market share?

Is there a chance of changing customer attitudes towards your company? 

Step 2: Identify your company’s goals and objectives

To begin strategy development, take into account your current position, which is where you are now. Then, draw inspiration from your vision, mission, and current position to identify and define your goals—these are your final destination. 

To develop your strategy, you’re essentially pulling out your compass and asking, “Where are we going next?” “What’s the ideal future state of this company?” This can help you figure out which path you need to take to get there.

During this phase of the planning process, take inspiration from important company documents, such as:

Your mission statement, to understand how you can continue moving towards your organization’s core purpose.

Your vision statement, to clarify how your strategic plan fits into your long-term vision.

Your company values, to guide you towards what matters most towards your company.

Your competitive advantages, to understand what unique benefit you offer to the market.

Your long-term goals, to track where you want to be in five or 10 years.

Your financial forecast and projection, to understand where you expect your financials to be in the next three years, what your expected cash flow is, and what new opportunities you will likely be able to invest in.

Step 3: Develop your strategic plan and determine performance metrics

Now that you understand where you are and where you want to go, it’s time to put pen to paper. Take your current business position and strategy into account, as well as your organization’s goals and objectives, and build out a strategic plan for the next three to five years. Keep in mind that even though you’re creating a long-term plan, parts of your plan should be created or revisited as the quarters and years go on.

As you build your strategic plan, you should define:

Company priorities for the next three to five years, based on your SWOT analysis and strategy.

Yearly objectives for the first year. You don’t need to define your objectives for every year of the strategic plan. As the years go on, create new yearly objectives that connect back to your overall strategic goals . 

Related key results and KPIs. Some of these should be set by the management committee, and some should be set by specific teams that are closer to the work. Make sure your key results and KPIs are measurable and actionable. These KPIs will help you track progress and ensure you’re moving in the right direction.

Budget for the next year or few years. This should be based on your financial forecast as well as your direction. Do you need to spend aggressively to develop your product? Build your team? Make a dent with marketing? Clarify your most important initiatives and how you’ll budget for those.

A high-level project roadmap . A project roadmap is a tool in project management that helps you visualize the timeline of a complex initiative, but you can also create a very high-level project roadmap for your strategic plan. Outline what you expect to be working on in certain quarters or years to make the plan more actionable and understandable.

Step 4: Implement and share your plan

Now it’s time to put your plan into action. Strategy implementation involves clear communication across your entire organization to make sure everyone knows their responsibilities and how to measure the plan’s success. 

Make sure your team (especially senior leadership) has access to the strategic plan, so they can understand how their work contributes to company priorities and the overall strategy map. We recommend sharing your plan in the same tool you use to manage and track work, so you can more easily connect high-level objectives to daily work. If you don’t already, consider using a work management platform .  

A few tips to make sure your plan will be executed without a hitch: 

Communicate clearly to your entire organization throughout the implementation process, to ensure all team members understand the strategic plan and how to implement it effectively. 

Define what “success” looks like by mapping your strategic plan to key performance indicators.

Ensure that the actions outlined in the strategic plan are integrated into the daily operations of the organization, so that every team member's daily activities are aligned with the broader strategic objectives.

Utilize tools and software—like a work management platform—that can aid in implementing and tracking the progress of your plan.

Regularly monitor and share the progress of the strategic plan with the entire organization, to keep everyone informed and reinforce the importance of the plan.

Establish regular check-ins to monitor the progress of your strategic plan and make adjustments as needed. 

Step 5: Revise and restructure as needed

Once you’ve created and implemented your new strategic framework, the final step of the planning process is to monitor and manage your plan.

Remember, your strategic plan isn’t set in stone. You’ll need to revisit and update the plan if your company changes directions or makes new investments. As new market opportunities and threats come up, you’ll likely want to tweak your strategic plan. Make sure to review your plan regularly—meaning quarterly and annually—to ensure it’s still aligned with your organization’s vision and goals.

Keep in mind that your plan won’t last forever, even if you do update it frequently. A successful strategic plan evolves with your company’s long-term goals. When you’ve achieved most of your strategic goals, or if your strategy has evolved significantly since you first made your plan, it might be time to create a new one.

Build a smarter strategic plan with a work management platform

To turn your company strategy into a plan—and ultimately, impact—make sure you’re proactively connecting company objectives to daily work. When you can clarify this connection, you’re giving your team members the context they need to get their best work done. 

A work management platform plays a pivotal role in this process. It acts as a central hub for your strategic plan, ensuring that every task and project is directly tied to your broader company goals. This alignment is crucial for visibility and coordination, allowing team members to see how their individual efforts contribute to the company’s success. 

By leveraging such a platform, you not only streamline workflow and enhance team productivity but also align every action with your strategic objectives—allowing teams to drive greater impact and helping your company move toward goals more effectively. 

Strategic planning FAQs

Still have questions about strategic planning? We have answers.

Why do I need a strategic plan?

A strategic plan is one of many tools you can use to plan and hit your goals. It helps map out strategic objectives and growth metrics that will help your company be successful.

When should I create a strategic plan?

You should aim to create a strategic plan every three to five years, depending on your organization’s growth speed.

Since the point of a strategic plan is to map out your long-term goals and how you’ll get there, you should create a strategic plan when you’ve met most or all of them. You should also create a strategic plan any time you’re going to make a large pivot in your organization’s mission or enter new markets. 

What is a strategic planning template?

A strategic planning template is a tool organizations can use to map out their strategic plan and track progress. Typically, a strategic planning template houses all the components needed to build out a strategic plan, including your company’s vision and mission statements, information from any competitive analyses or SWOT assessments, and relevant KPIs.

What’s the difference between a strategic plan vs. business plan?

A business plan can help you document your strategy as you’re getting started so every team member is on the same page about your core business priorities and goals. This tool can help you document and share your strategy with key investors or stakeholders as you get your business up and running.

You should create a business plan when you’re: 

Just starting your business

Significantly restructuring your business

If your business is already established, you should create a strategic plan instead of a business plan. Even if you’re working at a relatively young company, your strategic plan can build on your business plan to help you move in the right direction. During the strategic planning process, you’ll draw from a lot of the fundamental business elements you built early on to establish your strategy for the next three to five years.

What’s the difference between a strategic plan vs. mission and vision statements?

Your strategic plan, mission statement, and vision statements are all closely connected. In fact, during the strategic planning process, you will take inspiration from your mission and vision statements in order to build out your strategic plan.

Simply put: 

A mission statement summarizes your company’s purpose.

A vision statement broadly explains how you’ll reach your company’s purpose.

A strategic plan pulls in inspiration from your mission and vision statements and outlines what actions you’re going to take to move in the right direction. 

For example, if your company produces pet safety equipment, here’s how your mission statement, vision statement, and strategic plan might shake out:

Mission statement: “To ensure the safety of the world’s animals.” 

Vision statement: “To create pet safety and tracking products that are effortless to use.” 

Your strategic plan would outline the steps you’re going to take in the next few years to bring your company closer to your mission and vision. For example, you develop a new pet tracking smart collar or improve the microchipping experience for pet owners. 

What’s the difference between a strategic plan vs. company objectives?

Company objectives are broad goals. You should set these on a yearly or quarterly basis (if your organization moves quickly). These objectives give your team a clear sense of what you intend to accomplish for a set period of time. 

Your strategic plan is more forward-thinking than your company goals, and it should cover more than one year of work. Think of it this way: your company objectives will move the needle towards your overall strategy—but your strategic plan should be bigger than company objectives because it spans multiple years.

What’s the difference between a strategic plan vs. a business case?

A business case is a document to help you pitch a significant investment or initiative for your company. When you create a business case, you’re outlining why this investment is a good idea, and how this large-scale project will positively impact the business. 

You might end up building business cases for things on your strategic plan’s roadmap—but your strategic plan should be bigger than that. This tool should encompass multiple years of your roadmap, across your entire company—not just one initiative.

What’s the difference between a strategic plan vs. a project plan?

A strategic plan is a company-wide, multi-year plan of what you want to accomplish in the next three to five years and how you plan to accomplish that. A project plan, on the other hand, outlines how you’re going to accomplish a specific project. This project could be one of many initiatives that contribute to a specific company objective which, in turn, is one of many objectives that contribute to your strategic plan. 

What’s the difference between strategic management vs. strategic planning?

A strategic plan is a tool to define where your organization wants to go and what actions you need to take to achieve those goals. Strategic planning is the process of creating a plan in order to hit your strategic objectives.

Strategic management includes the strategic planning process, but also goes beyond it. In addition to planning how you will achieve your big-picture goals, strategic management also helps you organize your resources and figure out the best action plans for success. 

Related resources

How Asana streamlines strategic planning with work management

How to create a CRM strategy: 6 steps (with examples)

What is management by objectives (MBO)?

Write better AI prompts: A 4-sentence framework

• Business Essentials
• Leadership & Management
• Credential of Leadership, Impact, and Management in Business (CLIMB)
• Entrepreneurship & Innovation
• Digital Transformation
• Finance & Accounting
• Business in Society
• For Organizations
• Support Portal
• Media Coverage
• Founding Donors
• Leadership Team

• Harvard Business School →
• HBS Online →
• Business Insights →

Business Insights

Harvard Business School Online's Business Insights Blog provides the career insights you need to achieve your goals and gain confidence in your business skills.

• Career Development
• Communication
• Decision-Making
• Earning Your MBA
• Negotiation
• News & Events
• Productivity
• Staff Spotlight
• Student Profiles
• Work-Life Balance
• AI Essentials for Business
• Alternative Investments
• Business Analytics
• Business Strategy
• Business and Climate Change
• Design Thinking and Innovation
• Digital Marketing Strategy
• Disruptive Strategy
• Economics for Managers
• Entrepreneurship Essentials
• Financial Accounting
• Global Business
• Launching Tech Ventures
• Leadership Principles
• Leadership, Ethics, and Corporate Accountability
• Leading Change and Organizational Renewal
• Leading with Finance
• Management Essentials
• Negotiation Mastery
• Organizational Leadership
• Power and Influence for Positive Impact
• Strategy Execution
• Sustainable Business Strategy
• Sustainable Investing
• Winning with Digital Platforms

How to Set Strategic Planning Goals

• 29 Oct 2020

In an ever-changing business world, it’s imperative to have strategic goals and a plan to guide organizational efforts. Yet, crafting strategic goals can be a daunting task. How do you decide which goals are vital to your company? Which ones are actionable and measurable? Which goals to prioritize?

To help you answer these questions, here’s a breakdown of what strategic planning is, what characterizes strategic goals, and how to select organizational goals to pursue.

Access your free e-book today.

What Is Strategic Planning?

Strategic planning is the ongoing organizational process of using available knowledge to document a business's intended direction. This process is used to prioritize efforts, effectively allocate resources, align shareholders and employees, and ensure organizational goals are backed by data and sound reasoning.

Research in the Harvard Business Review cautions against getting locked into your strategic plan and forgetting that strategy involves inherent risk and discomfort. A good strategic plan evolves and shifts as opportunities and threats arise.

“Most people think of strategy as an event, but that’s not the way the world works,” says Harvard Business School Professor Clayton Christensen in the online course Disruptive Strategy . “When we run into unanticipated opportunities and threats, we have to respond. Sometimes we respond successfully; sometimes we don’t. But most strategies develop through this process. More often than not, the strategy that leads to success emerges through a process that’s at work 24/7 in almost every industry."

Related: 5 Tips for Formulating a Successful Strategy

4 Characteristics of Strategic Goals

To craft a strategic plan for your organization, you first need to determine the goals you’re trying to reach. Strategic goals are an organization’s measurable objectives that are indicative of its long-term vision.

Here are four characteristics of strategic goals to keep in mind when setting them for your organization.

1. Purpose-Driven

The starting point for crafting strategic goals is asking yourself what your company’s purpose and values are . What are you striving for, and why is it important to set these objectives? Let the answers to these questions guide the development of your organization’s strategic goals.

“You don’t have to leave your values at the door when you come to work,” says HBS Professor Rebecca Henderson in the online course Sustainable Business Strategy .

Henderson, whose work focuses on reimagining capitalism for a just and sustainable world, also explains that leading with purpose can drive business performance.

“Adopting a purpose will not hurt your performance if you do it authentically and well,” Henderson says in a lecture streamed via Facebook Live . “If you’re able to link your purpose to the strategic vision of the company in a way that really gets people aligned and facing in the right direction, then you have the possibility of outperforming your competitors.”

Related: 5 Examples of Successful Sustainability Initiatives

2. Long-Term and Forward-Focused

While strategic goals are the long-term objectives of your organization, operational goals are the daily milestones that need to be reached to achieve them. When setting strategic goals, think of your company’s values and long-term vision, and ensure you’re not confusing strategic and operational goals.

For instance, your organization’s goal could be to create a new marketing strategy; however, this is an operational goal in service of a long-term vision. The strategic goal, in this case, could be breaking into a new market segment, to which the creation of a new marketing strategy would contribute.

Keep a forward-focused vision to ensure you’re setting challenging objectives that can have a lasting impact on your organization.

3. Actionable

Strong strategic goals are not only long-term and forward-focused—they’re actionable. If there aren’t operational goals that your team can complete to reach the strategic goal, your organization is better off spending time and resources elsewhere.

When formulating strategic goals, think about the operational goals that fall under them. Do they make up an action plan your team can take to achieve your organization’s objective? If so, the goal could be a worthwhile endeavor for your business.

4. Measurable

When crafting strategic goals, it’s important to define how progress and success will be measured.

According to the online course Strategy Execution , an effective tool you can use to create measurable goals is a balanced scorecard —a tool to help you track and measure non-financial variables.

“The balanced scorecard combines the traditional financial perspective with additional perspectives that focus on customers, internal business processes, and learning and development,” says HBS Professor Robert Simons in the online course Strategy Execution . “These additional perspectives help businesses measure all the activities essential to creating value.”

The four perspectives are:

• Internal business processes
• Learning and growth

The most important element of a balanced scorecard is its alignment with your business strategy.

“Ask yourself,” Simons says, “‘If I picked up a scorecard and examined the measures on it, could I infer what the business's strategy was? If you've designed measures well, the answer should be yes.”

Related: A Manager’s Guide to Successful Strategy Implementation

Strategic Goal Examples

Whatever your business goals and objectives , they must have all four of the characteristics listed above.

For instance, the goal “become a household name” is valid but vague. Consider the intended timeframe to reach this goal and how you’ll operationally define “a household name.” The method of obtaining data must also be taken into account.

An appropriate revision to the original goal could be: “Increase brand recognition by 80 percent among surveyed Americans by 2030.” By setting a more specific goal, you can better equip your organization to reach it and ensure that employees and shareholders have a clear definition of success and how it will be measured.

If your organization is focused on becoming more sustainable and eco-conscious, you may need to assess your strategic goals. For example, you may have a goal of becoming a carbon neutral company, but without defining a realistic timeline and baseline for this initiative, the probability of failure is much higher.

A stronger goal might be: “Implement a comprehensive carbon neutrality strategy by 2030.” From there, you can determine the operational goals that will make this strategic goal possible.

No matter what goal you choose to pursue, it’s important to avoid those that lack clarity, detail, specific targets or timeframes, or clear parameters for success. Without these specific elements in place, you’ll have a difficult time making your goals actionable and measurable.

Prioritizing Strategic Goals

Once you’ve identified several strategic goals, determine which are worth pursuing. This can be a lengthy process, especially if other decision-makers have differing priorities and opinions.

To set the stage, ensure everyone is aware of the purpose behind each strategic goal. This calls back to Henderson’s point that employees’ alignment on purpose can set your organization up to outperform its competitors.

Calculate Anticipated ROI

Next, calculate the estimated return on investment (ROI) of the operational goals tied to each strategic objective. For example, if the strategic goal is “reach carbon-neutral status by 2030,” you need to break that down into actionable sub-tasks—such as “determine how much CO2 our company produces each year” and “craft a marketing and public relations strategy”—and calculate the expected cost and return for each.

The ROI formula is typically written as:

ROI = (Net Profit / Cost of Investment) x 100

In project management, the formula uses slightly different terms:

ROI = [(Financial Value - Project Cost) / Project Cost] x 100

An estimate can be a valuable piece of information when deciding which goals to pursue. Although not all strategic goals need to yield a high return on investment, it’s in your best interest to calculate each objective's anticipated ROI so you can compare them.

Consider Current Events

Finally, when deciding which strategic goal to prioritize, the importance of the present moment can’t be overlooked. What’s happening in the world that could impact the timeliness of each goal?

For example, the coronavirus (COVID-19) pandemic and the ever-intensifying climate change crisis have impacted many organizations’ strategic goals in 2020. Often, the goals that are timely and pressing are those that earn priority.

Learn to Plan Strategic Goals

As you set and prioritize strategic goals, remember that your strategy should always be evolving. As circumstances and challenges shift, so must your organizational strategy.

If you lead with purpose, a measurable and actionable vision, and an awareness of current events, you can set strategic goals worth striving for.

Do you want to learn more about strategic planning? Explore our online strategy courses and download our free flowchart to determine which is right for you and your goals.

This post was updated on November 16, 2023. It was originally published on October 29, 2020.

About the Author

Essential Guide to the Strategic Planning Process

By Joe Weller | April 3, 2019 (updated March 26, 2024)

• Share on Facebook
• Share on LinkedIn

Link copied

In this article, you’ll learn the basics of the strategic planning process and how a strategic plan guides you to achieving your organizational goals. Plus, find expert insight on getting the most out of your strategic planning.

Included on this page, you'll discover the importance of strategic planning , the steps of the strategic planning process , and the basic sections to include in your strategic plan .

What Is Strategic Planning?

Strategic planning is an organizational activity that aims to achieve a group’s goals. The process helps define a company’s objectives and investigates both internal and external happenings that might influence the organizational path. Strategic planning also helps identify adjustments that you might need to make to reach your goal. Strategic planning became popular in the 1960s because it helped companies set priorities and goals, strengthen operations, and establish agreement among managers about outcomes and results.

Strategic planning can occur over multiple years, and the process can vary in length, as can the final plan itself. Ideally, strategic planning should result in a document, a presentation, or a report that sets out a blueprint for the company’s progress.

By setting priorities, companies help ensure employees are working toward common and defined goals. It also aids in defining the direction an enterprise is heading, efficiently using resources to achieve the organization’s goals and objectives. Based on the plan, managers can make decisions or allocate the resources necessary to pursue the strategy and minimize risks.

Strategic planning strengthens operations by getting input from people with differing opinions and building a consensus about the company’s direction. Along with focusing energy and resources, the strategic planning process allows people to develop a sense of ownership in the product they create.

“Strategic planning is not really one thing. It is really a set of concepts, procedures, tools, techniques, and practices that have to be adapted to specific contexts and purposes,” says Professor John M. Bryson, McKnight Presidential Professor of Planning and Public Affairs at the Hubert H. Humphrey School of Public Affairs, University of Minnesota and author of Strategic Planning for Public and Nonprofit Organizations: A Guide to Strengthening and Sustaining Organizational Achievement . “Strategic planning is a prompt to foster strategic thinking, acting, and learning, and they all matter and they are all connected.”

What Strategic Planning Is Not

Strategic planning is not a to-do list for the short or long term — it is the basis of a business, its direction, and how it will get there.

“You have to think very strategically about strategic planning. It is more than just following steps,” Bryson explains. “You have to understand strategic planning is not some kind of magic solution to fixing issues. Don’t have unrealistic expectations.”

Strategic planning is also different from a business plan that focuses on a specific product, service, or program and short-term goals. Rather, strategic planning means looking at the big picture.

While they are related, it is important not to confuse strategic planning with strategic thinking, which is more about imagining and innovating in a way that helps a company. In contrast, strategic planning supports those thoughts and helps you figure out how to make them a reality.

Another part of strategic planning is tactical planning , which involves looking at short-term efforts to achieve longer-term goals.

Lastly, marketing plans are not the same as strategic plans. A marketing plan is more about introducing and delivering a service or product to the public instead of how to grow a business. For more about marketing plans and processes, read this article .

Strategic plans include information about finances, but they are different from financial planning , which involves different processes and people. Financial planning templates can help with that process.

Why Is Strategic Planning Important?

In today’s technological age, strategic plans provide businesses with a path forward. Strategic plans help companies thrive, not just survive — they provide a clear focus, which makes an organization more efficient and effective, thereby increasing productivity.

“You are not going to go very far if you don’t have a strategic plan. You need to be able to show where you are going,” says Stefan Hofmeyer, an experienced strategist and co-founder of Global PMI Partners . He lives in the startup-rich environment of northern California and says he often sees startups fail to get seed money because they do not have a strong plan for what they want to do and how they want to do it.

Getting team members on the same page (in both creating a strategic plan and executing the plan itself) can be beneficial for a company. Planners can find satisfaction in the process and unite around a common vision. In addition, you can build strong teams and bridge gaps between staff and management.

“You have to reach agreement about good ideas,” Bryson says. “A really good strategy has to meet a lot of criteria. It has to be technically workable, administratively feasible, politically acceptable, and legally, morally, and ethically defensible, and that is a pretty tough list.”

By discussing a company’s issues during the planning process, individuals can voice their opinions and provide information necessary to move the organization ahead — a form of problem solving as a group.

Strategic plans also provide a mechanism to measure success and progress toward goals, which keeps employees on the same page and helps them focus on the tasks at hand.

When Is the Time to Do Strategic Planning?

There is no perfect time to perform strategic planning. It depends entirely on the organization and the external environment that surrounds it. However, here are some suggestions about when to plan:

If your industry is changing rapidly

When an organization is launching

At the start of a new year or funding period

In preparation for a major new initiative

If regulations and laws in your industry are or will be changing

“It’s not like you do all of the thinking and planning, and then implement,” Bryson says. “A mistake people make is [believing] the thinking has to precede the acting and the learning.”

Even if you do not re-create the entire planning process often, it is important to periodically check your plan and make sure it is still working. If not, update it.

What Is the Strategic Planning Process?

Strategic planning is a process, and not an easy one. A key is to make sure you allow enough time to complete the process without rushing, but not take so much time that you lose momentum and focus. The process itself can be more important than the final document due to the information that comes out of the discussions with management, as well as lower-level workers.

“There is not one favorite or perfect planning process,” says Jim Stockmal, president of the Association for Strategic Planning (ASP). He explains that new techniques come out constantly, and consultants and experienced planners have their favorites. In an effort to standardize the practice and terms used in strategic planning, ASP has created two certification programs .

Level 1 is the Strategic Planning Professional (SPP) certification. It is designed for early- or mid-career planners who work in strategic planning. Level 2, the Strategic Management Professional (SMP) certification, is geared toward seasoned professionals or those who train others. Stockmal explains that ASP designed the certification programs to add structure to the otherwise amorphous profession.

The strategic planning process varies by the size of the organization and can be formal or informal, but there are constraints. For example, teams of all sizes and goals should build in many points along the way for feedback from key leaders — this helps the process stay on track.

Some elements of the process might have specific start and end points, while others are continuous. For example, there might not be one “aha” moment that suddenly makes things clear. Instead, a series of small moves could slowly shift the organization in the right direction.

“Don’t make it overly complex. Bring all of the stakeholders together for input and feedback,” Stockmal advises. “Always be doing a continuous environmental scan, and don’t be afraid to engage with stakeholders.”

Additionally, knowing your company culture is important. “You need to make it work for your organization,” he says.

There are many different ways to approach the strategic planning process. Below are three popular approaches:

Goals-Based Planning: This approach begins by looking at an organization’s mission and goals. From there, you work toward that mission, implement strategies necessary to achieve those goals, and assign roles and deadlines for reaching certain milestones.

Issues-Based Planning: In this approach, start by looking at issues the company is facing, then decide how to address them and what actions to take.

Organic Planning: This approach is more fluid and begins with defining mission and values, then outlining plans to achieve that vision while sticking to the values.

“The approach to strategic planning needs to be contingent upon the organization, its history, what it’s capable of doing, etc.,” Bryson explains. “There’s such a mistake to think there’s one approach.”

For more information on strategic planning, read about how to write a strategic plan and the different types of models you can use.

Who Participates in the Strategic Planning Process?

For work as crucial as strategic planning, it is necessary to get the right team together and include them from the beginning of the process. Try to include as many stakeholders as you can.

Below are suggestions on who to include:

Senior leadership

Strategic planners

Strategists

People who will be responsible for implementing the plan

People to identify gaps in the plan

Members of the board of directors

“There can be magic to strategic planning, but it’s not in any specific framework or anybody’s 10-step process,” Bryson explains. “The magic is getting key people together, getting them to focus on what’s important, and [getting] them to do something about it. That’s where the magic is.”

Hofmeyer recommends finding people within an organization who are not necessarily current leaders, but may be in the future. “Sometimes they just become obvious. Usually they show themselves to you, you don’t need to look for them. They’re motivated to participate,” he says. These future leaders are the ones who speak up at meetings or on other occasions, who put themselves out there even though it is not part of their job description.

At the beginning of the process, establish guidelines about who will be involved and what will be expected of them. Everyone involved must be willing to cooperate and collaborate. If there is a question about whether or not to include anyone, it is usually better to bring on extra people than to leave someone out, only to discover later they should have been a part of the process all along. Not everyone will be involved the entire time; people will come and go during different phases.

Often, an outside facilitator or consultant can be an asset to a strategic planning committee. It is sometimes difficult for managers and other employees to sit back and discuss what they need to accomplish as a company and how they need to do it without considering other factors. As objective observers, outside help can often offer insight that may escape insiders.

Hofmeyer says sometimes bosses have blinders on that keep them from seeing what is happening around them, which allows them to ignore potential conflicts. “People often have their own agendas of where they want to go, and if they are not aligned, it is difficult to build a strategic plan. An outsider perspective can really take you out of your bubble and tell you things you don’t necessarily want to hear [but should]. We get into a rhythm, and it’s really hard to step out of that, so bringing in outside people can help bring in new views and aspects of your business.”

An outside consultant can also help naysayers take the process more seriously because they know the company is investing money in the efforts, Hofmeyer adds.

No matter who is involved in the planning process, make sure at least one person serves as an administrator and documents all planning committee actions.

What Is in a Strategic Plan?

A strategic plan communicates goals and what it takes to achieve them. The plan sometimes begins with a high-level view, then becomes more specific. Since strategic plans are more guidebooks than rulebooks, they don’t have to be bureaucratic and rigid. There is no perfect plan; however, it needs to be realistic.

There are many sections in a strategic plan, and the length of the final document or presentation will vary. The names people use for the sections differ, but the general ideas behind them are similar: Simply make sure you and your team agree on the terms you will use and what each means.

One-Page Strategic Planning Template

“I’m a big fan of getting a strategy onto one sheet of paper. It’s a strategic plan in a nutshell, and it provides a clear line of sight,” Stockmal advises.

You can use the template below to consolidate all your strategic ideas into a succinct, one-page strategic plan. Doing so provides you with a high-level overview of your strategic initiatives that you can place on your website, distribute to stakeholders, and refer to internally. More extensive details about implementation, capacity, and other concerns can go into an expanded document.

Download One-Page Strategic Planning Template Excel | Word | Smartsheet

The most important part of the strategic plan is the executive summary, which contains the highlights of the plan. Although it appears at the beginning of the plan, it should be written last, after you have done all your research.

Of writing the executive summary, Stockmal says, “I find it much easier to extract and cut and edit than to do it first.”

For help with creating executive summaries, see these templates .

Other parts of a strategic plan can include the following:

Description: A description of the company or organization.

Vision Statement: A bold or inspirational statement about where you want your company to be in the future.

Mission Statement: In this section, describe what you do today, your audience, and your approach as you work toward your vision.

Core Values: In this section, list the beliefs and behaviors that will enable you to achieve your mission and, eventually, your vision.

Goals: Provide a few statements of how you will achieve your vision over the long term.

Objectives: Each long-term goal should have a few one-year objectives that advance the plan. Make objectives SMART (specific, measurable, achievable, and time-based) to get the most out of them.

Budget and Operating Plans: Highlight resources you will need and how you will implement them.

Monitoring and Evaluation: In this section, describe how you will check your progress and determine when you achieve your goals.

One of the first steps in creating a strategic plan is to perform both an internal and external analysis of the company’s environment. Internally, look at your company’s strengths and weaknesses, as well as the personal values of those who will implement your plan (managers, executives, board members). Externally, examine threats and opportunities within the industry and any broad societal expectations that might exist.

You can perform a SWOT (strengths, weaknesses, opportunities, and threats) analysis to sum up where you are currently and what you should focus on to help you achieve your future goals. Strengths shows you what you do well, weaknesses point out obstacles that could keep you from achieving your objectives, opportunities highlight where you can grow, and threats pinpoint external factors that could be obstacles in your way.

You can find more information about performing a SWOT analysis and free templates in this article . Another analysis technique, STEEPLE (social, technological, economic, environmental, political, legal, and ethical), often accompanies a SWOT analysis.

Basics of Strategic Planning

How you navigate the strategic planning process will vary. Several tools and techniques are available, and your choice depends on your company’s leadership, culture, environment, and size, as well as the expertise of the planners.

All include similar sections in the final plan, but the ways of driving those results differ. Some tools are goals-based, while others are issues- or scenario-based. Some rely on a more organic or rigid process.

Hofmeyer summarizes what goes into strategic planning:

Understand the stakeholders and involve them from the beginning.

Agree on a vision.

Hold successful meetings and sessions.

Summarize and present the plan to stakeholders.

Identify and check metrics.

Make periodic adjustments.

Items That Go into Strategic Planning

Strategic planning contains inputs, activities, outputs, and outcomes. Inputs and activities are elements that are internal to the company, while outputs and outcomes are external.

Remember, there are many different names for the sections of strategic plans. The key is to agree what terms you will use and define them for everyone involved.

Inputs are important because it is impossible to know where you are going until you know what is around you where you are now.

Companies need to gather data from a variety of sources to get a clear look at the competitive environment and the opportunities and risks within that environment. You can think of it like a competitive intelligence program.

Data should come from the following sources:

Interviews with executives

A review of documents about the competition or market that are publicly available

Primary research by visiting or observing competitors

Studies of your industry

The values of key stakeholders

This information often goes into writing an organization’s vision and mission statements.

Activities are the meetings and other communications that need to happen during the strategic planning process to help everyone understand the competition that surrounds the organization.

It is important both to understand the competitive environment and your company’s response to it. This is where everyone looks at and responds to the data gathered from the inputs.

The strategic planning process produces outputs. Outputs can be as basic as the strategic planning document itself. The documentation and communications that describe your organization’s strategy, as well as financial statements and budgets, can also be outputs.

The implementation of the strategic plan produces outcomes (distinct from outputs). The outcomes determine the success or failure of the strategic plan by measuring how close they are to the goals and vision you outline in your plan.

It is important to understand there will be unplanned and unintended outcomes, too. How you learn from and adapt to these changes influence the success of the strategic plan.

During the planning process, decide how you will measure both the successes and failures of different parts of the strategic plan.

Sharing, Evaluating, and Monitoring the Progress of a Strategic Plan

After companies go through a lengthy strategic planning process, it is important that the plan does not sit and collect dust. Share, evaluate, and monitor the plan to assess how you are doing and make any necessary updates.

“[Some] leaders think that once they have their strategy, it’s up to someone else to execute it. That’s a mistake I see,” Stockmal says.

The process begins with distributing and communicating the plan. Decide who will get a copy of the plan and how those people will tell others about it. Will you have a meeting to kick off the implementation? How will you specify who will do what and when? Clearly communicate the roles people will have.

“Before you communicate the plan [to everyone], you need to have the commitment of stakeholders,” Hofmeyer recommends. Have the stakeholders be a part of announcing the plan to everyone — this keeps them accountable because workers will associate them with the strategy. “That applies pressure to the stakeholders to actually do the work.”

Once the team begins implementation, it’s necessary to have benchmarks to help measure your successes against the plan’s objectives. Sometimes, having smaller action plans within the larger plan can help keep the work on track.

During the planning process, you should have decided how you will measure success. Now, figure out how and when you will document progress. Keep an eye out for gaps between the vision and its implementation — a big gap could be a sign that you are deviating from the plan.

Tools are available to assist with tracking performance of strategic plans, including several types of software. “For some organizations, a spreadsheet is enough, but you are going to manually enter the data, so someone needs to be responsible for that,” Stockmal recommends.

Remember: strategic plans are not written in stone. Some deviation will be necessary, and when it happens, it’s important to understand why it occurred and how the change might impact the company's vision and goals.

Deviation from the plan does not mean failure, reminds Hofmeyer. Instead, understanding what transpired is the key. “Things happen, [and] you should always be on the lookout for that. I’m a firm believer in continuous improvement,” he says. Explain to stakeholders why a change is taking place. “There’s always a sense of re-evaluation, but do it methodically.”

Build in a schedule to review and amend the plan as necessary; this can help keep companies on track.

What Is Strategic Management?

Strategic planning is part of strategic management, and it involves the activities that make the strategic plan a reality. Essentially, strategic management is getting from the starting point to the goal effectively and efficiently using the ongoing activities and processes that a company takes on in order to keep in line with its mission, vision, and strategic plan.

“[Strategic management] closes the gap between the plan and executing the strategy,” Stockmal of ASP says. Strategic management is part of a larger planning process that includes budgeting, forecasting, capital allocation, and more.

There is no right or wrong way to do strategic management — only guidelines. The basic phases are preparing for strategic planning, creating the strategic plan, and implementing that plan.

No matter how you manage your plan, it’s key to allow the strategic plan to evolve and grow as necessary, due to both the internal and external factors.

“We get caught up in all of the day-to-day issues,” Stockmal explains, adding that people do not often leave enough time for implementing the plan and making progress. That’s what strategic management implores: doing things that are in the plan and not letting the plan sit on a shelf.

Improve Strategic Planning with Real-Time Work Management in Smartsheet

Empower your people to go above and beyond with a flexible platform designed to match the needs of your team — and adapt as those needs change. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed. 

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time.  Try Smartsheet for free, today.

Discover why over 90% of Fortune 100 companies trust Smartsheet to get work done.

The Strategic Planning Process in 4 Steps

To guide you through the strategic planning process, we created this 4 step process you can use with your team. we’ll cover the basic definition of strategic planning, what core elements you should include, and actionable steps to build your strategic plan..

Free Strategic Planning Guide

What is Strategic Planning?

Strategic Planning is when a process where organizations define a bold vision and create a plan with objectives and goals to reach that future. A great strategic plan defines where your organization is going, how you’ll win, who must do what, and how you’ll review and adapt your strategy development.

A strategic plan or a business strategic plan should include the following:

• Your organization’s vision organization’s vision of the future.
• A clearly Articulated mission and values statement.
• A current state assessment that evaluates your competitive environment, new opportunities, and new threats.
• What strategic challenges you face.
• A growth strategy and outlined market share.
• Long-term strategic goals.
• An annual plan with SMART goals or OKRs to support your strategic goals.
• Clear measures, key performance indicators, and data analytics to measure progress.
• A clear strategic planning cycle, including how you’ll review, refresh, and recast your plan every quarter.

Overview of the Strategic Planning Process:

The strategic management process involves taking your organization on a journey from point A (where you are today) to point B (your vision of the future).

Part of that journey is the strategy built during strategic planning, and part of it is execution during the strategic management process. A good strategic plan dictates “how” you travel the selected road.

Effective execution ensures you are reviewing, refreshing, and recalibrating your strategy to reach your destination. The planning process should take no longer than 90 days. But, move at a pace that works best for you and your team and leverage this as a resource.

To kick this process off, we recommend 1-2 weeks (1-hour meeting with the Owner/CEO, Strategy Director, and Facilitator (if necessary) to discuss the information collected and direction for continued planning.)

Questions to Ask:

• Who is on your Planning Team? What senior leadership members and key stakeholders are included? Checkout these links you need help finding a strategic planning consultant , someone to facilitate strategic planning , or expert AI strategy consulting .
• Who will be the business process owner (Strategy Director) of planning in your organization?
• Fast forward 12 months from now, what do you want to see differently in your organization as a result of your strategic plan and implementation?
• Planning team members are informed of their roles and responsibilities.
• A strategic planning schedule is established.
• Existing planning information and secondary data collected.

Action Grid:

Step 1: Determine Organizational Readiness

Set up your plan for success – questions to ask:

• Are the conditions and criteria for successful planning in place at the current time? Can certain pitfalls be avoided?
• Is this the appropriate time for your organization to initiate a planning process? Yes or no? If no, where do you go from here?

Step 2: Develop Your Team & Schedule

Who is going to be on your planning team? You need to choose someone to oversee the strategy implementation (Chief Strategy Officer or Strategy Director) and strategic management of your plan? You need some of the key individuals and decision makers for this team. It should be a small group of approximately 12-15 people.

OnStrategy is the leader in strategic planning and performance management. Our cloud-based software and hands-on services closes the gap between strategy and execution. Learn more about OnStrategy here .

Step 3: Collect Current Data

All strategic plans are developed using the following information:

• The last strategic plan, even if it is not current
• Mission statement, vision statement, values statement
• Past or current Business plan
• Financial records for the last few years
• Marketing plan
• Other information, such as last year’s SWOT, sales figures and projections

Step 4: Review Collected Data

Review the data collected in the last action with your strategy director and facilitator.

• What trends do you see?
• Are there areas of obvious weakness or strengths?
• Have you been following a plan or have you just been going along with the market?

Conclusion: A successful strategic plan must be adaptable to changing conditions. Organizations benefit from having a flexible plan that can evolve, as assumptions and goals may need adjustments. Preparing to adapt or restart the planning process is crucial, so we recommend updating actions quarterly and refreshing your plan annually.

Strategic Planning Phase 1: Determine Your Strategic Position

Want more? Dive into the “ Evaluate Your Strategic Position ” How-To Guide.

Action Grid

Step 1: Identify Strategic Issues

Strategic issues are critical unknowns driving you to embark on a robust strategic planning process. These issues can be problems, opportunities, market shifts, or anything else that keeps you awake at night and begging for a solution or decision. The best strategic plans address your strategic issues head-on.

• How will we grow, stabilize, or retrench in order to sustain our organization into the future?
• How will we diversify our revenue to reduce our dependence on a major customer?
• What must we do to improve our cost structure and stay competitive?
• How and where must we innovate our products and services?

Step 2: Conduct an Environmental Scan

Conducting an environmental scan will help you understand your operating environment. An environmental scan is called a PEST analysis, an acronym for Political, Economic, Social, and Technological trends. Sometimes, it is helpful to include Ecological and Legal trends as well. All of these trends play a part in determining the overall business environment.

Step 3: Conduct a Competitive Analysis

The reason to do a competitive analysis is to assess the opportunities and threats that may occur from those organizations competing for the same business you are. You need to understand what your competitors are or aren’t offering your potential customers. Here are a few other key ways a competitive analysis fits into strategic planning:

• To help you assess whether your competitive advantage is really an advantage.
• To understand what your competitors’ current and future strategies are so you can plan accordingly.
• To provide information that will help you evaluate your strategic decisions against what your competitors may or may not be doing.

Learn more on how to conduct a competitive analysis here .

Step 4: Identify Opportunities and Threats

Opportunities are situations that exist but must be acted on if the business is to benefit from them.

What do you want to capitalize on?

• What new needs of customers could you meet?
• What are the economic trends that benefit you?
• What are the emerging political and social opportunities?
• What niches have your competitors missed?

Threats refer to external conditions or barriers preventing a company from reaching its objectives.

What do you need to mitigate? What external driving force do you need to anticipate?

Questions to Answer:

• What are the negative economic trends?
• What are the negative political and social trends?
• Where are competitors about to bite you?
• Where are you vulnerable?

Step 5: Identify Strengths and Weaknesses

Strengths refer to what your company does well.

What do you want to build on?

• What do you do well (in sales, marketing, operations, management)?
• What are your core competencies?
• What differentiates you from your competitors?
• Why do your customers buy from you?

Weaknesses refer to any limitations a company faces in developing or implementing a strategy.

What do you need to shore up?

• Where do you lack resources?
• What can you do better?
• Where are you losing money?
• In what areas do your competitors have an edge?

Step 6: Customer Segments

Customer segmentation defines the different groups of people or organizations a company aims to reach or serve.

• What needs or wants define your ideal customer?
• What characteristics describe your typical customer?
• Can you sort your customers into different profiles using their needs, wants and characteristics?
• Can you reach this segment through clear communication channels?

Step 7: Develop Your SWOT

A SWOT analysis is a quick way of examining your organization by looking at the internal strengths and weaknesses in relation to the external opportunities and threats. Creating a SWOT analysis lets you see all the important factors affecting your organization together in one place.

It’s easy to read, easy to communicate, and easy to create. Take the Strengths, Weaknesses, Opportunities, and Threats you developed earlier, review, prioritize, and combine like terms. The SWOT analysis helps you ask and answer the following questions: “How do you….”

• Build on your strengths
• Shore up your weaknesses
• Capitalize on your opportunities
• Manage your threats

Strategic Planning Process Phase 2: Developing Strategy

Want More? Deep Dive Into the “Developing Your Strategy” How-To Guide.

Step 1: Develop Your Mission Statement

The mission statement describes an organization’s purpose or reason for existing.

What is our purpose? Why do we exist? What do we do?

• What are your organization’s goals? What does your organization intend to accomplish?
• Why do you work here? Why is it special to work here?
• What would happen if we were not here?

Outcome: A short, concise, concrete statement that clearly defines the scope of the organization.

Step 2: discover your values.

Your values statement clarifies what your organization stands for, believes in and the behaviors you expect to see as a result. Check our the post on great what are core values and examples of core values .

How will we behave?

• What are the key non-negotiables that are critical to the company’s success?
• What guiding principles are core to how we operate in this organization?
• What behaviors do you expect to see?
• If the circumstances changed and penalized us for holding this core value, would we still keep it?

Outcome: Short list of 5-7 core values.

Step 3: casting your vision statement.

A Vision Statement defines your desired future state and directs where we are going as an organization.

Where are we going?

• What will our organization look like 5–10 years from now?
• What does success look like?
• What are we aspiring to achieve?
• What mountain are you climbing and why?

Outcome: A picture of the future.

Step 4: identify your competitive advantages.

A competitive advantage is a characteristic of an organization that allows it to meet its customer’s need(s) better than its competition can. It’s important to consider your competitive advantages when creating your competitive strategy.

What are we best at?

• What are your unique strengths?
• What are you best at in your market?
• Do your customers still value what is being delivered? Ask them.
• How do your value propositions stack up in the marketplace?

Outcome: A list of 2 or 3 items that honestly express the organization’s foundation for winning.

Step 5: crafting your organization-wide strategies.

Your competitive strategy is the general methods you intend to use to reach your vision. Regardless of the level, a strategy answers the question “how.”

How will we succeed?

• Broad: market scope; a relatively wide market emphasis.
• Narrow: limited to only one or few segments in the market
• Does your competitive position focus on lowest total cost or product/service differentiation or both?

Outcome: Establish the general, umbrella methods you intend to use to reach your vision.

Phase 3: Strategic Plan Development

Want More? Deep Dive Into the “Build Your Plan” How-To Guide.

Strategic Planning Process Step 1: Use Your SWOT to Set Priorities

If your team wants to take the next step in the SWOT analysis, apply the TOWS Strategic Alternatives Matrix to your strategy map to help you think about the options you could pursue. To do this, match external opportunities and threats with your internal strengths and weaknesses, as illustrated in the matrix below:

TOWS Strategic Alternatives Matrix

Evaluate the options you’ve generated, and identify the ones that give the greatest benefit, and that best achieve the mission and vision of your organization. Add these to the other strategic options that you’re considering.

Step 2: Define Long-Term Strategic Objectives

Long-Term Strategic Objectives are long-term, broad, continuous statements that holistically address all areas of your organization. What must we focus on to achieve our vision? Check out examples of strategic objectives here. What are the “big rocks”?

Questions to ask:

• What are our shareholders or stakeholders expectations for our financial performance or social outcomes?
• To reach our outcomes, what value must we provide to our customers? What is our value proposition?
• To provide value, what process must we excel at to deliver our products and services?
• To drive our processes, what skills, capabilities and organizational structure must we have?

Outcome: Framework for your plan – no more than 6. You can use the balanced scorecard framework, OKRs, or whatever methodology works best for you. Just don’t exceed 6 long-term objectives.

Step 3: Setting Organization-Wide Goals and Measures

Once you have formulated your strategic objectives, you should translate them into goals and measures that can be communicated to your strategic planning team (team of business leaders and/or team members).

You want to set goals that convert the strategic objectives into specific performance targets. Effective strategic goals clearly state what, when, how, and who, and they are specifically measurable. They should address what you must do in the short term (think 1-3 years) to achieve your strategic objectives.

Organization-wide goals are annual statements that are SMART – specific, measurable, attainable, responsible, and time-bound. These are outcome statements expressing a result to achieve the desired outcomes expected in the organization.

What is most important right now to reach our long-term objectives?

Outcome: clear outcomes for the current year..

Step 4: Select KPIs

Key Performance Indicators (KPI) are the key measures that will have the most impact in moving your organization forward. We recommend you guide your organization with measures that matter. See examples of KPIs here.

How will we measure our success?

Outcome: 5-7 measures that help you keep the pulse on your performance. When selecting your Key Performance Indicators (KPIs), ask, “What are the key performance measures we need to track to monitor if we are achieving our goals?” These KPIs include the key goals you want to measure that will have the most impact on moving your organization forward.

Step 5: Cascade Your Strategies to Operations

To move from big ideas to action, creating action items and to-dos for short-term goals is crucial. This involves translating strategy from the organizational level to individuals. Functional area managers and contributors play a role in developing short-term goals to support the organization.

Before taking action, decide whether to create plans directly derived from the strategic plan or sync existing operational, business, or account plans with organizational goals. Avoid the pitfall of managing multiple sets of goals and actions, as this shifts from strategic planning to annual planning.

Questions to Ask

• How are we going to get there at a functional level?
• Who must do what by when to accomplish and drive the organizational goals?
• What strategic questions still remain and need to be solved?

Department/functional goals, actions, measures and targets for the next 12-24 months

Step 6: Cascading Goals to Departments and Team Members

Now in your Departments / Teams, you need to create goals to support the organization-wide goals. These goals should still be SMART and are generally (short-term) something to be done in the next 12-18 months. Finally, you should develop an action plan for each goal.

Keep the acronym SMART in mind again when setting action items, and make sure they include start and end dates and have someone assigned their responsibility. Since these action items support your previously established goals, it may be helpful to consider action items your immediate plans on the way to achieving your (short-term) goals. In other words, identify all the actions that need to occur in the next 90 days and continue this same process every 90 days until the goal is achieved.

Examples of Cascading Goals:

Phase 4: Executing Strategy and Managing Performance

Want more? Dive Into the “Managing Performance” How-To Guide.

Step 1: Strategic Plan Implementation Schedule

Implementation is the process that turns strategies and plans into actions in order to accomplish strategic objectives and goals.

How will we use the plan as a management tool?

• Communication Schedule: How and when will you roll-out your plan to your staff? How frequently will you send out updates?
• Process Leader: Who is your strategy director?
• Structure: What are the dates for your strategy reviews (we recommend at least quarterly)?
• System & Reports: What are you expecting each staff member to come prepared with to those strategy review sessions?

Outcome: Syncing your plan into the “rhythm of your business.”

Once your resources are in place, you can set your implementation schedule. Use the following steps as your base implementation plan:

• Establish your performance management and reward system.
• Set up monthly and quarterly strategy meetings with established reporting procedures.
• Set up annual strategic review dates including new assessments and a large group meeting for an annual plan review.

Now you’re ready to start plan roll-out. Below are sample implementation schedules, which double for a full strategic management process timeline.

Step 2: Tracking Goals & Actions

Monthly strategy meetings don’t need to take a lot of time – 30 to 60 minutes should suffice. But it is important that key team members report on their progress toward the goals they are responsible for – including reporting on metrics in the scorecard they have been assigned.

By using the measurements already established, it’s easy to make course corrections if necessary. You should also commit to reviewing your Key Performance Indicators (KPIs) during these regular meetings. Need help comparing strategic planning software ? Check out our guide.

Effective Strategic Planning: Your Bi-Annual Checklist

Never lose sight of the fact that strategic plans are guidelines, not rules. Every six months or so, you should evaluate your strategy execution and strategic plan implementation by asking these key questions:

• Will your goals be achieved within the time frame of the plan? If not, why?
• Should the deadlines be modified? (Before you modify deadlines, figure out why you’re behind schedule.)
• Are your goals and action items still realistic?
• Should the organization’s focus be changed to put more emphasis on achieving your goals?
• Should your goals be changed? (Be careful about making these changes – know why efforts aren’t achieving the goals before changing the goals.)
• What can be gathered from an adaptation to improve future planning activities?

Why Track Your Goals?

• Ownership: Having a stake and responsibility in the plan makes you feel part of it and leads you to drive your goals forward.
• Culture: Successful plans tie tracking and updating goals into organizational culture.
• Implementation: If you don’t review and update your strategic goals, they are just good intentions
• Accountability: Accountability and high visibility help drive change. This means that each measure, objective, data source and initiative must have an owner.
• Empowerment: Changing goals from In Progress to Complete just feels good!

Step 3: Review & Adapt

Guidelines for your strategy review.

The most important part of this meeting is a 70/30 review. 30% is about reviewing performance, and 70% should be spent on making decisions to move the company’s strategy forward in the next quarter.

The best strategic planners spend about 60-90 minutes in the sessions. Holding meetings helps focus your goals on accomplishing top priorities and accelerating the organization’s growth. Although the meeting structure is relatively simple, it does require a high degree of discipline.

Strategy Review Session Questions:

Strategic planning frequently asked questions, read our frequently asked questions about strategic planning to learn how to build a great strategic plan..

Strategic planning is when organizations define a bold vision and create a plan with objectives and goals to reach that future. A great strategic plan defines where your organization is going, how you’ll win, who must do what, and how you’ll review and adapt your strategy..

Your strategic plan needs to include an assessment of your current state, a SWOT analysis, mission, vision, values, competitive advantages, growth strategy, growth enablers, a 3-year roadmap, and annual plan with strategic goals, OKRs, and KPIs.

A strategic planning process should take no longer than 90 days to complete from start to finish! Any longer could fatigue your organization and team.

There are four overarching phases to the strategic planning process that include: determining position, developing your strategy, building your plan, and managing performance. Each phase plays a unique but distinctly crucial role in the strategic planning process.

Prior to starting your strategic plan, you must go through this pre-planning process to determine your organization’s readiness by following these steps:

Ask yourself these questions: Are the conditions and criteria for successful planning in place now? Can we foresee any pitfalls that we can avoid? Is there an appropriate time for our organization to initiate this process?

Develop your team and schedule. Who will oversee the implementation as Chief Strategy Officer or Director? Do we have at least 12-15 other key individuals on our team?

Research and Collect Current Data. Find the following resources that your organization may have used in the past to assist you with your new plan: last strategic plan, mission, vision, and values statement, business plan, financial records, marketing plan, SWOT, sales figures, or projections.

Finally, review the data with your strategy director and facilitator and ask these questions: What trends do we see? Any obvious strengths or weaknesses? Have we been following a plan or just going along with the market?

Join 60,000 other leaders engaged in transforming their organizations.

Subscribe to get the latest agile strategy best practices, free guides, case studies, and videos in your inbox every week..

Leading strategy? Join our FREE community.

Become a member of the chief strategy officer collaborative..

Free monthly sessions and exclusive content.

Do you want to 2x your impact.

Strategic Planning: How to Write a Strategic Plan That Works

Learn the essential steps to writing a strategic plan that delivers real results and aligns with your business objectives. Contact us for more information!

Strategic planning is essential for any organization aiming to achieve its long-term goals and sustain growth. ClearPoint Strategy offers a powerful platform that streamlines the strategic planning process, making it easier for your organization to develop, implement, and monitor your strategic initiatives.

See ClearPoint Strategy in action! Click here to watch a quick DEMO on the software

“Why isn’t my strategy working?”

Statistics around the failure rates of corporate strategies vary—some put it as high as 9 out of 10 while others say nearly 7 out of 10.

It doesn’t matter which number is right; both estimates are higher than they should be. That means the majority of organizations are floundering when it comes to crafting and executing their strategy. Many executives, when faced with these stats, are wondering, “How do I avoid coming up short in my strategy?”

But don’t worry—these abysmal statistics don’t mean you’re doomed to failure. You can be in the small percentage of businesses that actually achieve the goals in their strategic plans, and we’re here to tell you how. (You’re already a step ahead of your competitors simply by taking the time to research the problem!)

Over the years, we’ve helped hundreds of clients beat the odds using the steps outlined in the guide below. It covers everything you need to know about strategy planning and execution, from beginning to end, in each of the three critical phases:

• Preparing for strategic planning
• Creating your strategic plan
• Putting your strategic plan into practice

Based on our experience, we know that following this three-phase approach will significantly increase your odds of getting high-quality results. ‍

So let’s get started.

What is Strategic Planning and Why is It Important?

Strategic planning is an organization's process of defining its direction and long-term goals, creating specific plans to achieve them, implementing those plans , and evaluating the results. On one hand, that definition makes strategy planning sound like a Business 101 concept—define your goals and a plan to achieve them. Unfortunately, the strategic planning process isn’t as straightforward as it seems, especially for large companies.

Some experts say there’s a simple explanation behind the dismal statistics mentioned above: companies are failing to strategize at all. They may talk a good game and be able to explain an innovative new mission, but they cannot articulate the processes and business models that will make it happen.

As a result, nothing about their way of doing business—including their priorities, projects, or culture—changes. Months or years later, strategic leaders are left wondering why the company never achieved what was intended.

This absence of a strategic plan demonstrates why having one is so important.

The strategic planning process is about looking forward, outside the immediate future for your organization, to reach a particular set of goals. But as noted in the definition above, it also involves laying out—step-by-step—how you’re going to get there. Without this foundation in place, you’ll either continue on a path to nowhere, or get caught up in a tornado of urgent activities that may not actually benefit your organization in the long term. Neither of these scenarios will give you the competitive edge you hoped for.

Why Strategic Planning Fails

There are also plenty of organizations that do take steps to fulfill the requirements of strategic planning, yet still fail to see results. These strategies fail for many reasons, including:

• Lack of communication : This is a big one. Research shows that 95% of most companies’ employees don’t understand their organization’s strategy, and 85% of executive leadership teams spend less than one hour per month discussing strategy.
• Poor research around customer trends, organizational threats, and market opportunities : Companies tend to spend more time on internal issues (resolving conflicts and reconciling budgets) than they do analyzing important external information.
• Lack of management support : Organizations neglect to rally support for middle managers, who are key to making sure strategy is executed on a daily basis.
• Ineffective or inefficient performance evaluations : Organizations dedicate all their time to coming up with a plan, but either forget to follow through by tracking progress or have no organized, reliable way to track performance data.
• Lack of clear priorities : Organizations try to do too much at once and/or fail to identify the right activities that will help them achieve their strategy.
• Insufficient resources : Companies don’t acquire new resources, or shift existing resources, to support identified priorities.
• Disjointed departmental goals and activities : There’s no alignment of departmental goals with organizational strategy. Without everyone working together, goals become more difficult to reach.

Whatever is preventing you from meeting your strategic goals—whether it’s the absence of a strategic plan altogether or an imperfect plan execution—it’s worth your time to address the issue.

Analysis has shown that strategic planning has a positive and significant impact on organizational performance. Most importantly, it enhances an organization’s ability to achieve its goals, but there’s more to it than that. Because strategic planning forces companies to adopt a long-term view, it helps them better prepare for the future, setting them up to initiate influence instead of just responding to situations.

It also strengthens communication between employers and employees. The participation and dialogue that takes place among managers and employees throughout the strategic planning process improves transparency and engagement on everyone’s part.

However, the same team that conducted the above analysis also noted that, for strategic planning to work, it requires some specific ingredients, including formal analysis of the internal and external environment, consideration of several strategic options, and careful consideration around whom to involve during the different steps of the strategic planning process. We’ll go through all these ingredients—and more—in the strategic planning guide that follows.

Claim your FREE eBook on 8 effective strategic planning templates here

1. preparing for strategic planning, - gather your team, set up meetings, and create a timeline, get the right people involved.

Let’s get one thing straight right now: If your organization has turned to you (or your department, a colleague, etc.) and requested that you “make a strategic plan and then report back to the leadership team when you’re done”—stop right where you are. That’s not an effective plan. Why? You need to have buy-in across your organization, and so you need leadership involvement from the beginning.

Now let’s talk about the major player needed for this process: The strategic planner. The strategic planner’s job is to align thoughts from the leadership team with a process the organization can use to execute on their strategy. If this is your role (or even if you’re just highly involved in the process), this guide will be immensely helpful as you navigate the coordination of the strategy.

The strategic planner will also need the help of a cross-functional team that involves members of the board or leadership, along with representatives from finance, human resources, operations, sales, and any other critical functions. We’ll discuss this further when we talk through the Office of Strategy Management.

Set up your strategy review meetings

This is also a good time to think about your strategy review meetings, which are a necessity for staying on track over the long haul. However, try to avoid adding yet another meeting onto everyone’s plates; instead, there may be a current meeting you can replace or redesign to make time for strategy discussion.

For now, decide how often you’ll meet and who should be involved. As for timing, there are three types of strategy review meetings:

• Monthly , where you review progress on projects and initiatives
• Quarterly , where you review progress on strategy and discuss key action items
• Annually , where you review year-to-date performance and adjust the strategy as needed

For each of these, you’ll want to send out calendar invites in advance and make sure people know these meetings are a top priority.

Monthly meetings typically include department heads and subject matter experts. Quarterly review meetings may include department heads and upper management. Annual refresh meetings may include upper levels of management and occasionally board members.

Download your FREE 40-page eBook to lead effective Strategy Review Meetings

Create a reasonable timeline.

Next, you need to work out a timeline in which you can complete your strategic plan and move through the process. Reasonable is the key word here, as that depends on your organization’s maturity level with regard to strategic planning.

• If you refresh your strategic plan every year, you might be able to work through this process in 4-5 weeks .
• If you’ve never done strategic planning before, 6 months could be more realistic.

Whatever the case, don’t expect this to be done by the end of the week. You’ll be disappointed.

It’s important to understand strategy vs. tactics . Strategy is focused on the destination and how you are going to get there, and tactics are focused on the specific actions you plan to take along the way.

So while this whole process is focused on your overall strategy (i.e. your long-term goals and how you’ll achieve them), we’ll be placing a lot of emphasis on the smaller steps (i.e. practices, resources, initiatives) you’ll take to get there. Make sure your leadership team knows the difference between strategy and tactics going forward!

Sometimes it is smart to keep leadership out of the tactics, but other times, you might need a strong hand to guide the organization through some details.

- Gather the inputs to your Strategic Plan

Get appropriate background information for your strategic plan.

Now it’s time to dig into your internal and external information.

• Internal inputs : Do you know if one branch of your business is growing faster than another? If so, does this mean you’ll focus more energy on the faster growing area, or shift to help the underperforming areas? These are key questions you’ll have to assess. ‍
• External inputs : You may find that parts of your business have shifted, or outside factors are playing a role in where your business is headed. For example, in the late 1990s, the music industry evolved from albums to streaming, impacting many businesses who were associated with the industry. Or if you’re in the manufacturing industry and do a great deal of business overseas, political unrest or a trade dispute between your country and the foreign one you operate in could impact your strategy.

Once you’ve gathered up the quantitative data from the sources above, you’ll also want to get feedback from a number of different sources:

• Discuss the above findings with your leadership team and managers to see what their thoughts are about the future of the business.
• Talk with board members, customers, and industry experts to see what they think your organization is doing well and what needs improvement. These suggestions could deal with anything from operations to company culture.

Combined, all of this data will help you get a better grasp on the future of the business.

‍ Don’t reinvent the wheel—use our assortment of strategic planning templates to get your strategy up and running more easily. See our most popular templates here.

‍ A SWOT Analysis stands for Strengths, Weaknesses, Opportunities, and Threats. This exercise offers a helpful way to think about and organize your internal and external data.

• What are your organization’s strong points?
• What are your organization’s weak points?
• Where are your biggest opportunities in the future?
• What are the largest threats to your business?

Sometimes it is helpful to use the SWOT analysis framework to organize your interview questions for your qualitative data gathering.

‍ Porter’s Five Forces is another tool used to find these inputs. It’s a time-honored strategy execution framework built around the competition in your industry. Who are your rivals? What are they doing? You then need to look at the threat of substitutes. Is there another product consumers could purchase instead of your industry’s product, for example, substituting natural gas or solar for coal when it comes to electricity generation?

Now that you’ve prepared for your strategy...

• You have a team of people who can help you with the strategic planning process.
• You have the raw material for strategy evaluation, including internal and external data.
• You can organize your raw data into a SWOT analysis, Porter’s Five Forces, or another strategy planning framework as you begin to create your strategic plan.

Pro tip You may have researched risk assessments, core competencies, scenario planning, or industry scans as part of your strategic planning. If you’re wondering where these tools fit, they’re all relevant to this first stage of strategic planning. They help you prepare to create the strategic plan. If you have worked through one of these tools before, the results can act as inputs to help you in the next stage.

2. Creating your strategic plan

You now have all the background information necessary to create your strategic plan! But this plan doesn’t live in a vacuum—so we’ll start by revisiting your mission and vision statements and then get into the nuts and bolts of the planning process.

- Confirm your mission and vision statements.

Mission & vision.

If you haven’t created formal mission and vision statements, this is the time to do so.

• Your mission statement describes what your company does and how it is different from other organizations in your competitive space
• Your vision statement describes a future state of what your organization wants to achieve over time.

Where the mission is timeless, your vision is time-bound and more tangible.

‍ Two tools that will help build your mission and vision statements:

• OAS statement : OAS stands for Objective, Advantage, Scope. Talking through these concepts as they apply to your organization will help formulate a vision that is tangible and interactive. Note that while this exercise may be helpful to you, it is optional. You can read more about creating your OAS statement here .
• Strategic shifts: A second tool some people find helpful is called Strategic Shifts. These are exercises for the leadership team to help them define today’s strategic priorities vs. tomorrow’s . For example, your leadership team may say, “We want to shift from central control to autonomy when it comes to our decision-making capability.” If the whole team can get on the same page with these shifts, it can help tremendously once you define your objectives, measures, and projects.

If you’ve already created mission and vision statements, confirm that both are aligned with your current strategy before proceeding to the next step.

During your search for strategic planning tools, you’ve almost certainly come across a Strategy Pyramid (shown below). This pyramid can be visualized in countless different ways, the order of the pyramid isn’t what’s important. The importance lies in ensuring you’ve chosen the elements in the pyramid that work best for your organization, and making sure those components are going to help you achieve strategic success.

- Build out your five-year plan

Develop the framework that will hold your high-level priorities.

You can use your OAS or Strategic Shift exercises to help you define your priorities and objectives—but more importantly, you need a way to manage these elements. The way to do that is by selecting and developing a strategy management framework that will bring all your priorities together in one cohesive format.

Using a framework such as Balanced Scorecard (BSC), Theory of Change (TOC), or Objectives and Key Results (OKR) is critical to your strategic success. Many management teams fail at this point simply because of their disorganization!

Note: Choose only one of these three frameworks, as they have numerous similarities!

The Balanced Scorecard

The Balanced Scorecard , developed by Robert S. Kaplan and David P. Norton, has been one of the world’s top strategy management frameworks since its introduction in the early 1990s. Those who use the BSC do so to bring their strategy to life, communicate it across their organization , and track their strategy progress and performance.

‍ The BSC divides up your objectives by perspectives—financial, customer, process, and people—and themes, like innovation, customer management, operational excellence, etc. (The idea of perspectives is fully developed in Norton and Kaplan’s book The Balanced Scorecard: Translating Strategy into Action .) Here’s an example:

• Financial goals —“What financial goals do we have that will impact our organization?”
• Customer goals —“What things are important to our customers, which will in turn impact our financial standing?”
• Process goals —“What do we need to do well internally, to meet our customer goals, that will impact our financial standing?”
• People (or learning and growth) goals —“What skills, culture, and capabilities do we need to have in our organization to execute on the process that would make our customers happy and ultimately impact our financial standing?”

For an in-depth look at how your organization could use the BSC, check out this Full & Exhaustive Balanced Scorecard Example .

Claim your FREE Balanced Scorecard Excel template for better strategic management

Theory Of Change (TOC)

The Theory of Change is a logic model that describes a step-by-step approach to achieving your vision. The TOC is focused on how to achieve the change you’re looking for , and is popular amongst mission-driven organizations who are describing a change they’re making in the world instead of putting change in their pockets.

The idea behind TOC is that if you have the right people doing the right activities, they’ll affect change on your customers, which will impact your financials, and bring you closer to your vision. A great example of a this theory of change is the nonprofit RARE .

According to the Harvard Family Research Project , the steps to create a TOC are:

• Identify a long-term goal.
• Conduct “backwards mapping” to identify the preconditions necessary to achieve that goal.
• Identify the interventions that your initiative will perform to create these preconditions.
• Develop indicators for each precondition that will be used to assess the performance of the interventions.
• Write a narrative that can be used to summarize the various moving parts in your theory.

Objectives & Key Results (OKR)

OKR was originally created by Intel and is used today in primarily two ways: At the enterprise/department level and at the personal performance level.

• Objectives are goals.
• Key results are quantitative measures that define whether goals have been reached.

Claim your FREE Excel OKR template to set and achieve key objectives here

The idea is that your defined objectives and measurements help employees, managers, and executives link to and align with overall strategic priorities. Not only does OKR strive to measure whether objectives are successful, but also how successful they are.

Define your objectives, measures, and projects.

‍ The strategic planning frameworks above are all meant, in different ways, to help you organize your objectives, measures, and projects. So it’s critical that these elements are well thought-out and defined.

Here’s how objectives, measures, and projects interact:

‍ You have a high-level goal in mind—your objective. Your measures answer the question, “How will I know that we’re meeting our goal?” From there, initiatives, or projects, are put in place to answer the question, “What actions are we taking to accomplish our goals?”

‍ We’ve defined each of these concepts more thoroughly below with a few business strategy examples:

• Objectives are high-level organizational goals. The typical BSC has 10-15 strategic objectives.

Examples include:

• Increase Market Share Through Current Customers (Financial)
• Be Service Oriented (Customer)
• Achieve Order Fulfillment Excellence Through On-Line Process Improvement (Internal)
• Align Incentives And Rewards With Employee Roles For Increased Employee Satisfaction (Learning & Growth)
• Measures help you understand if you’re accomplishing your objectives strategically. They force you to question things like, “How do I know that I’m becoming an internationally recognized brand?” Note that while your measures might change, your objectives will remain the same. You may select 1-2 measures per objective, so you are aiming to come up with 15-25 measures at the enterprise level.
• Cost Of Goods Sold
• Customer Satisfaction & Retention
• Percentage Of Product Defects
• Percentage Of Response To Open Positions
• Initiatives are key action programs developed to achieve your objectives. You’ll see initiatives referred to as “projects,” “actions,” or “activities outside of the Balanced Scorecard.” Most organizations will have 0-2 initiatives underway for every objective (with a total of 5-15 strategic initiatives).
• Develop Quality Management Program
• Install ERP System
• Revamp Supply Chain Process
• Develop Competencies Mode

- Create your strategy map or graphic strategic model

Whether or not you’re using a Balanced Scorecard as your strategy framework, you’ll benefit from using a graphic model to represent your strategic plan. While many people use a strategy map (shown in the example below), you could also use icons or a color-coding system to visually understand how the elements of your strategy work together.

If you’re just becoming familiar with how strategy mapping works, this article will teach you exactly how to read one—and what you need to do to create one.

Get your FREE eBook with Balance Scorecard strategy maps for better strategic visualization

Now that you’ve created your strategic vision...

• You have a fully-defined mission and vision to use as you move forward with your strategy implementation process.
• You have chosen a strategic framework that will hold your five-year strategic plan.
• You have defined objectives, measures, and projects, and you know how they work together.
• You have a graphic representation of your strategic model.

Feeling the strategic fatigue? It’s okay! This is a tiring process—so be careful to tailor everything in this section to what those in your organization will tolerate. Putting your strategic plan into practice (our final step) is the key to making it all work during the strategy implementation plan, and getting these details 80% right in a timely fashion is much more important than getting them 100% right in a year.

3. Putting your strategic plan into practice

You’ve made it this far—now you have to be sure you launch correctly! To do so, you need someone from the Office of Strategy Management to push that process, ensure resources are aligned to your strategy, put a solid strategy communication program in place, and get technology to keep you organized.

- Launch your strategy

Ensure the office of strategy management (osm) is pushing things forward.

The Office of Strategy Management is comprised of a group of people responsible for coordinating strategy implementation. This team isn’t responsible for doing everything in your strategy, but it should oversee strategy execution across the organization. Typically, the OSM lives in the finance department—or it could be its own separate division that reports directly to the CEO.

Create your internal and external strategy communication plan

Internal— Be sure all elements of your strategy—like strategy maps or logic models—are contained within a larger strategic plan document. (If you use strategy software , the strategic plan document will likely be contained there.) A great way to be sure your leadership team has a firm grasp on your strategy is to ensure they each have a copy of this document, and they can describe the strategy easily to someone who wasn’t involved in the creation process .

More broadly, the strategy must be communicated throughout your organization. You should be shouting it from the rooftops to keep it top-of-mind across your organization. People won’t give it a passing thought unless you engage them—so every department head should be charged with explaining how their team fits into the strategy and why it matters. For actionable tips, check out this article that highlights how you can effectively communicate your strategic plan across your organization.

‍ External— You also need to be sure you have a plan for communicating your strategy outside the organization—with board members, partners, or customers (particularly if your organization is municipal or nonprofit). Think through how it will be shared, and which parts of it are relevant to outside parties.

Align your resources to your strategy

In the short term—which would be your next budgeting cycle or something similar—work to structure the budget around the key components of your strategy. You don’t need to completely rewire your budget, but you do need to create direct linkages between how your resources are allocated and how those efforts support your strategy. Over time, the areas that contribute less directly to strategic goals will become clear, and you can work on gradually aligning everything you fund.

But even if your budget only extends through the fiscal year, consider how you’ll align your strategy to projects in the future. For future resource allocation, link your operations (what some refer to as the “work planning process”) to your strategy. Your expectation should be that the process of aligning your resources to your strategy can happen within year two of your strategic planning execution.

- Evaluate your strategy

At this point, your strategy has been launched: Now you need to know whether or not you’re making progress! Here’s how to do that.

Claim your FREE Measure & Goal Evaluation Toolkit for streamlined analysis

Create reports to highlight your results

Ten years ago, you may have evaluated your strategy annually. But in today’s business environment, that’s not a feasible option. At a minimum, you should be reporting on your entire strategy on a quarterly basis, or breaking down your strategy into pieces and reporting on one of those pieces each month.

The report you use should highlight progress on your measures and projects, and how those link to your objectives. The point is to show how all these elements fit together and relate to the strategic plan as a whole.

Hold regular strategy meetings

Report on strategy progress via the quarterly or monthly review meetings you scheduled early in the process.

It’s important to note that throwing together an impromptu meeting to go over results isn’t going to get you anywhere. Instead, your strategy review meetings should be meticulously organized and accompanied by an agenda. (See this article for a sample agenda.)

‍ Your meetings should revolve around three key issues:

• What is your organization trying to accomplish? This may include reiterating your mission and vision to add context around the conversation.
• Are you making progress toward these goals? You might review key metrics and the status of initiatives and milestones.
• What actions need to be taken to continue making progress? If metrics are off-track, for example, what can be done to get back on course.

Encourage candid dialogue and make sure the discussion stays focused.

You may want a facilitator for the first few meetings, and you may want to script a few open discussions where a goal owner explains why they are behind schedule (red) on their goal, and the business leader offers support, not criticism. This will generate the atmosphere you need for everyone to start reporting honestly and working together to achieve the organization’s goals.

Deploy strategy reporting software (if you haven’t already)

To make strategy execution work, reporting is unavoidable. While you might be able to track your first strategy meeting in Excel or give your first presentation via PowerPoint, you’ll quickly realize you need some kind of software to track the continuous gathering of data, update your projects, and keep your leadership team on the same page.

If you want to learn more about the major areas of responsibility you should be covering in your strategy management process—and how strategy software can help with that— take a look at our ClearPoint tour .

Here are two additional helpful pieces of content as you move forward:

You’ve probably seen reference to the “Plan, Do, Check, Act” framework before. If you want to integrate this checklist, this is the time to do so. Here’s a breakdown on what it means:

• Plan refers to creating your strategic plan.
• Do refers to making progress on or executing on the plan.
• Check refers to the reporting and monitoring process.
• Act refers to taking action through projects, work plans, or the budgeting process to continue to manage and execute on the strategy.

The Benefits Of Strategic Planning (& Challenges You Should Be Aware Of)

Done right, strategy planning can benefit your business tremendously, but a certain degree of stick-to-itiveness is required to get the job done. (As we noted at the beginning of this guide, organizations that actually meet their strategic objectives are in the minority. Don’t worry, though, yours can be one of the success stories.) But those that develop a disciplined approach to both planning and execution have been shown to improve performance significantly.

‍ Why is strategic planning so effective? Because it fosters healthy organizational practices that drive better outcomes. Engaging in strategic planning will benefit you in multiple ways:

1. You have quality data available to support better decisions

Setting goals and choosing the relevant metrics to track progress toward achieving them means you always have meaningful data to reference. That naturally leads to faster, more efficient decision-making, especially when that data is readily accessible to employees at every level.

Timely, valid, and actionable information is especially valuable in situations where organizations need to react quickly, so they can make the best decisions possible for all their stakeholders.

2. You allocate resources more effectively

In Chapter 3, we discussed structuring the budget around the key components of your strategy. Doing so helps ensure resources are allocated correctly, and in a way that aligns with your goals.

Tying the budget directly to goals also makes it easy to adjust when necessary, if circumstances change and new goals are prioritized over old. For example, a local government may have had a goal to develop a green infrastructure plan at the beginning of 2020, but then had to pivot with the onset of COVID-19.

To support a new goal of developing a COVID-19 response plan, they could simply review the resources used by current projects, evaluate those projects’ priorities and budget needs in comparison to the new goal, and reallocate funds as necessary.

3. You maintain focus

Having a strategic plan brings your main focus points to the forefront, so you don’t have to dig into the details of everything your organization is doing. That means there’s no time wasted analyzing irrelevant and extensive data points in strategic meetings; instead, everyone stays focused on what is most important or where improvements need to be made.

4. You improve communication and build employee engagement.

Strategic planning is intended to create a single, focused vision of where an organization is headed. When that shared vision is communicated clearly and consistently, it inspires employees to take ownership over their role in the plan, and they are typically more motivated to do their best work. High engagement will directly impact your organization’s financial health and profitability.

3 Things To Consider Before You Embark On A Strategic Plan

Having helped hundreds of organizations—for-profit, nonprofit, and local governments included—navigate through the strategic planning and implementation process, we’ve seen firsthand the many challenges that arise along the way. There’s no “typical” scenario, but there are some common pitfalls that have the power to make or break your chances of success. Below are three things you should be aware of going into the process.

1. Everything about strategic planning takes time

Don’t expect your plan to materialize after a few meetings. The initial planning activities usually unfold over the space of several months, but strategy execution itself is an ongoing process. Anticipate devoting extensive time and effort in particular to:

• Choosing the appropriate planning model . Before you can even begin to articulate your strategy, you need to choose a strategy framework that fits your organization’s needs. All models can be customized to suit the way your business works, but this is a key decision that will shape all your efforts going forward.
• Creating a plan that everyone agrees on. It’s crucial for your leadership team to support the plan’s objectives if you want it to be adopted. Making sure everyone on the team has been heard and gaining a consensus is a time-consuming process.
• Getting “buy-in” for the plan. Research shows that, on average, 95% of an organization’s employees don’t understand its strategy—there’s no surer way to guarantee failure than to neglect communicating your goals to your employees. You must continuously keep your strategy top-of-mind in a creative and meaningful way over the long term to gain the buy-in you need to succeed.

2. There is a danger of “analysis paralysis”

Data and analytics are an integral part of strategic planning. And while it may be tempting to use all your available metrics, charts, and graphs for every business decision, doing so unnecessarily can be a detriment to the decision-making process. It’s easy to find yourself drilling deeper into data when perhaps only a high-level view of the information is needed. Avoid squandering time and energy on excessive analysis by making sure the right people are focusing on the right data and actions:

Leadership should focus on organization-wide goals and progress. Teams should focus on the individual projects and daily tasks that are helping to accomplish those goals (and the data that goes with them).

3. Having a plan doesn’t mean your organization will execute on it

Good planning is only half the battle; the lion’s share of forward progress is in executing that plan. But the execution stage is where many organizations stumble. They aren’t prepared for the work involved with follow-through, both in terms of the time commitment and the tools necessary to support performance improvement. Strategy consultants are excellent guides for plan creation, but most offer no guidance on how to carry it out; as a result, organizations are left floundering.

It’s imperative to have a system in place that will measure and monitor your progress toward goals during the execution phase. Performance management tools like ClearPoint allow organizations to track a variety of metrics related to strategic projects, helping to maintain focus over the long term. And our team of strategy implementation experts is always available to provide guidance on every aspect of execution, from setting up an efficient management process to using our reporting tools optimally.

With the right plan in place, tools to support it, and committed leadership, every organization has a good chance of seeing their strategy come to life.

See ClearPoint Strategy in action! Click here to watch our quick 6-minute demo

You’ve made it through these steps…..

...but be sure to place a great deal of emphasis on rightsizing this process for your own organization.

Did you recently do a SWOT analysis and create new vision and mission statements? Don’t do it again.

Do you already manage with a robust set of KPIs? Use them.

Do you currently create reports for your board and management team? Modify them or use a strategy evaluation framework to make sure they’re focused and move on.

Rather than doing everything, it’s more important to realize there is overlap between these steps. Understand how they all fit into your own strategic planning process, and then move forward with the sections you’re missing.

And if you have any questions along the way, get in touch with us. We live and breathe strategic planning and are here to help!

Transform Your Strategic Planning with ClearPoint Strategy Software

Struggling with the execution of your strategic plans? You’re not alone. ClearPoint Strategy is here to turn your strategic planning around.

Our software is designed to address the common pitfalls in strategy execution, such as poor communication, misaligned goals, and ineffective tracking. By booking a demo with us, you’ll see firsthand how ClearPoint can enhance transparency, improve alignment, and boost execution efficiency across your organization.

Don't let your strategic efforts fail—discover how ClearPoint Strategy empowers you to be among the few who successfully achieve their strategic goals. Book your demo today and start making your strategy work for you!

Book your FREE 1-on-1 DEMO with ClearPoint Strategy

Ted Jackson

Ted is a Founder and Managing Partner of ClearPoint Strategy and leads the sales and marketing teams.

Table of Contents

Latest posts.

Strategic VS. Operational Planning: The 7 Main Differences

Baldrige Excellence Framework: A Success Story by The City of Germantown, TN

3 Reasons To Pursue Local Government Digital Transformation in 2024

• Scroll to top

•   / Sign Up
• HOW WE HELP CLIENTS
• schedule your conversation

Strategic Planning Process Definition, Steps and Examples

Published: 03 January, 2024

Social Share:

Digital Strategy

Table of Contents

Organizations use Strategic Planning to gather all their stakeholders to evaluate the collection of current circumstances and decide upon their ongoing goals and benchmarks. They decide upon long-term objectives and establish a vision for the company’s future.

The efforts behind an organization’s Strategic Planning Processes are vital to its success, and yet, while many organizations acknowledge they need to do this kind of planning, they often don’t understand how to make it a reality. In this article, we explain the reasons behind Strategic Planning and how to make your Strategic Planning Process as powerful as possible.

What is a Strategic Plan

Strategic planning is a systematic process wherein the leaders of an organization articulate their vision for the future and delineate the goals and objectives that will guide the trajectory of the organization.

What is the Strategic Planning Process

Strategic planning is a process of defining an organization’s direction and making decisions on allocating its resources to pursue this direction . It involves creating a long-term plan that outlines the organization’s vision, mission, values, and objectives, as well as the strategies and tactics that will be used to achieve them.

Strategy is often misunderstood, which is surprising because fundamentally it’s a pretty basic concept. Strategy is a clearly expressed direction and a verified plan on how to get there. Your Strategic Planning Process formalizes the steps you’ll take to decide on your plan. The Strategic Planning Process facilitates using a Strategic Execution Framework that articulates where you’ll invest in innovation and where you can cut costs.

As far as business development planning is concerned, your Strategic Execution Framework is a vital tool for driving innovation, but first you must define the process you’ll undertake to determine how you and your team see the future of your organization. In this article, we discuss how to create your Strategic Plan and define its relationship to other concepts and documents that direct your business and its activities.

While it’s true that every business is different and must develop their own processes, we believe there are some process  of strategic planning stepsthat benefit all organizations.

Below are our recommendations for the steps to take when undergoing your Strategic Planning Process, along with the questions we suggest you answer during each specific step.

Step One: Analyze your Business Environment

• Who are your competitors?
• What relevant market data do you have, and what do you still need?
• What technology has emerged that impacts your business model?
• How have customer expectations changed since your last Strategic Plan?
• What advantages do you have over competitors?
• Where is your company weaker compared to competitors?
• What predictable complications are on the horizon?
• Which unpredictable complications seem most likely or most potentially impactful?

Step Two: Set your Strategic Direction

• What is your overall Business Purpose ?
• How have your operations reflected your Purpose and Goals recently?
• How should your operations reflect your Purpose and Goals?
• Where do you see your business going in the next year?
• In two years? In three years?
• What are the metrics you’ll use to measure success?
• What are your make-or-break necessities?

Step Three: Set and develop Strategic Goals and Strategic Objectives

• Have you considered short-, mid-, and long-term business goals , and what are they?
• How do your Strategic Goals reflect your Mission Statement?
• How do your Strategic Goals reflect your company values and vision?
• What daily operations must be completed to work toward your Strategic Objectives?
• How will you communicate your Strategic Goals and Strategic Objectives?
• Who is responsible for reporting on success?
• How will strategic data be collected?

Related: Strategic Goals: Examples, Importance, Definitions and How to Set Them

Step Four: Drill down to Department-Level Objectives

• What are specific department concerns?
• How will your budget influence and be influenced by your Strategic Goals and Objectives?
• Which departments have resources that could be shared to better advantage?
• What roles do individual departments play in your overall Strategic Goals?
• What ongoing projects become a priority because of your new Strategic Goals?
• Are Departmental Objectives complementing each other and the overall Business Model?

Step Five: Manage and Analyze Performance

• Who is on the Strategic Planning team?
• Are tasks and job descriptions properly aligned to ensure the right work is getting completed?
• What is the schedule for the meeting for Strategic Planning?
• What are your metrics for measuring performance and success?
• Have you clearly articulated and shared KPIs?
• Who is responsible for gathering data?
• How will data be collected?
• How will data be reported?
• What’s at stake for strategy success or failure?

Step Six: Review and develop your Strategic Plan

• How should your Strategic Plan look on paper?
• What is your Strategy Execution Framework —how will you guarantee the Strategic Plan Team’s decisions are respected and executed?
• What is the review process?
• How often do you evaluate your Strategic Plan?
• How will you communicate your final Strategic Plan?

Strategic Planning Process Examples

1) apple strategic plan process.

• Vision and Mission: Apple’s strategic planning begins with a clear vision and mission. Apple’s vision is to create innovative products that inspire and enrich people’s lives.
• Environmental Analysis: Apple conducts thorough environmental analyses, considering technological trends, market demands, and competitive landscapes. This includes staying at the forefront of cutting-edge technologies.
• SWOT Analysis: Apple evaluates its strengths, weaknesses, opportunities, and threats. For example, one of Apple’s strengths is its strong brand image, while a weakness might be dependence on a limited product line.
• Setting business Goals and Objectives: Apple sets specific, measurable, achievable, relevant, and time-bound (SMART) goals. This could include objectives like maintaining a certain market share, launching new products, or achieving specific financial targets.
• Strategies and Tactics: Apple develops strategies based on its goals. For instance, a strategic move might be expanding its ecosystem by integrating hardware, software, and services. Tactics could include aggressive marketing campaigns and product launches.
• Implementation and Execution: Apple’s strategic plans are meticulously executed. The launch of iconic products like the iPhone, iPad, and Mac series demonstrates effective implementation of their strategies.
• Monitoring and Adjusting: Apple constantly monitors its performance metrics, customer feedback, and market dynamics. If necessary, adjustments are made to the strategic plan to stay responsive to changing conditions.

2) Tesla Strategic Plan Process

• Vision and Mission: Tesla’s strategic planning revolves around its mission to accelerate the world’s transition to sustainable energy. The vision includes producing electric vehicles and renewable energy solutions.
• Market Analysis: Tesla analyzes global markets for electric vehicles, renewable energy, and energy storage. This involves understanding regulatory environments, consumer behaviours, and technological advancements.
• Risk Assessment: Tesla conducts risk assessments related to manufacturing, supply chain, and market volatility. For instance, it considers risks associated with battery production and global economic conditions.
• Setting Bold Objectives: Tesla is known for setting ambitious objectives, such as achieving mass-market electric vehicle adoption and establishing a robust network of charging stations worldwide.
• Innovative Strategies: Tesla’s strategic planning involves innovation in technology and business models . For instance, the “Gigafactories” for mass production of batteries and the “Autopilot” feature in vehicles reflect innovative strategies.
• Agile Adaptation: Due to the rapidly changing automotive and energy sectors, Tesla maintains an agile approach. The company adapts its plans swiftly to capitalize on emerging opportunities, as seen in the expansion of its energy products.
• Continuous Improvement: Tesla places emphasis on continuous improvement. The iterative development of electric vehicle models, software updates, and advancements in battery technology showcase a commitment to refinement.

These examples demonstrate how strategic planning is a dynamic and integral part of the business processes of leading companies. They highlight the importance of a well-defined vision, rigorous analysis, adaptability, and innovation in the strategic planning process.

Tactical vs. Strategic Planning Process

An easy way to distinguish your company’s Tactical Planning from your Strategic Planning is to separate your wants from your HOWs.

In your Strategic Planning, you identify what you WANT for the company. These are big-picture dreams (achievable, but big ) that are your definition of success. In your Tactical Planning, you identify the HOW for reaching those dreams, including the smaller necessary steps.

Each kind of planning is vital for securing the organization’s future, but they require different sorts of attention and philosophy, and teams that are good at planning one way may not necessarily be good at the other kind of planning.

Strategic Planning vs. Your Business Purpose

Your Strategic Planning Process will of course be deeply connected to your Business Purpose .

We like to think of Business Purpose in broad terms, choosing especially to think of a business’s role in massive transformation. Embedded within a Business Purpose is the Business Plan that directs operations and how a company delivers value to its customers.

What is the relationship between your Strategic Planning and your Business Purpose? One feeds into the other. Your Business Purpose must point to a larger impact you’ll have on the people who purchase your goods and services, and your Strategic Planning takes into account how you’ll grow and expand that Purpose as you reach more customers more successfully.

Strategic Planning vs Business Planning

Strategic planning and business planning are two distinct processes that are often used interchangeably, but they have some key differences.

Strategic planning is a top-level process that focuses on determining the direction of an organization over the long term. It involves setting goals, determining the key resources and actions necessary to achieve those goals, and allocating those resources in a way that best serves the organization’s future. The outcome of strategic planning is typically a long-term strategic plan that outlines the organization’s vision, mission, values, and objectives.

Business planning , on the other hand, is a more tactical process that focuses on the implementation of specific initiatives and projects to support the organization’s long-term goals. Business plans typically outline the steps necessary to launch a new product, enter a new market, or achieve a specific objective. They may also include budgets, marketing plans, and other operational details.

In short, strategic planning is about setting the direction for an organization, while business planning is about implementing specific initiatives to support that direction. Both processes are important for the success of an organization and should be used in conjunction to ensure that resources are allocated effectively and that the organization is moving in the right direction.

Why is Strategic Planning Important?

Imagine this scenario: A warehouse full of goods sits, unsold and unmoved. A collection of brilliant people languishes at desks all day. Outside, the world spins and changes. It’s ready for what these people could do, can do, and yet nothing happens. Needs remain unmet. Progress is halted. Everyday life takes several backwards steps. This is what your business will look like without proper Strategic Planning.

Strategic Planning forces you to consider your Strategic Objectives and critically compare them to the resources you have available. As you continuously evaluate the circumstances of your business and your customers, your Strategic Plan evolves to match your goals and business capabilities.

The process involved pushes decision-makers to practice Strategic Thinking . It limits wasteful spending, especially when upper-level managers are willing to forgo pet projects in favor of operations with a broader use and appeal.

Strategic Planning is important because it directs your resources to efficiently meet your overall Business Goals. Without Strategic Planning, you are likely to waste resources, make conflicting decisions, or fail to grow your business to its greatest potential.

When Do You Create a Strategic Plan?

Most businesses find value in reviewing their Strategic Plan every three years. This allows enough time to pass that you can evaluate the success of previous plans, reflect on the achievement of your Strategic Goals, consider developments outside your organization that affect your business, and begin formulating new goals that will become the next version of your plans.

When businesses first begin, they often have too many fires burning at once. They remain focused on existing today rather than planning for tomorrow. Most entrepreneurs remember those stressful early days of starting their businesses and can understand why formalities like Strategic Plans can fall by the wayside. We believe if your business lasts longer than a year it’s important to develop a plan for the future. Think of Strategic Planning as a celebration of a first anniversary—a sign that you’re poised to continue moving forward for years to come.

However, Strategic Planning is not a one-off event that is over once the cookies are all gone and the room clears. Your Strategic Planning team should meet regularly to measure how effective the plans are at helping you reach your Strategic Goals. Ad hoc subcommittees can play a role in gathering evidence to ensure that your plans remain appropriate, especially if conditions change.

For example, we recommended a close review of Strategic Plans and Strategic Goals once the COVID-19 pandemic made it clear that business was going to be affected at least short- to mid-term. We continue to recommend teams regularly revisit their Strategic Plans with global circumstances in mind to recognize opportunities and prepare for challenges.

The Benefits of Strategic Planning

As we’ve mentioned, there are many benefits of Strategic Planning . Some of those benefits include:

• Shared sense of power and importance
• United direction
• Clear path and purpose for decision-making and operations
• Boosted operational effectiveness
• Responsible, efficient use of available resources
• Meaningful work done on a daily basis
• Tracking of progress
• Ability to adjust to changing circumstances

What is a business without Strategic Planning? In most cases, it’s not much, nor is it long for the world. While it’s possible to accidentally find success without much planning, most successful businesses are a result of careful thought mixed with the urge to pounce on the opportunity.

What prepares you to pounce?

Your Strategic Planning and the processes that make it possible.

The UNITE Business Model Framework: A Framework for Innovation Success

Examples and Types of Effective Functional Level Strategy for Business Support

A key objective of any business strategy is to improve operational efficiencies...

The Three Levels of Strategy: Corporate Strategy, Business Strategy, and Functional Strategy

Understanding the intricate levels of strategy is crucial for any organization aiming...

Register For Your FREE 
Innovation WorkShop Seat Now!

Learn how to overcome the 90% failure rate in innovation from a master innovator and best-selling author.

Expert tactics to boost your innovation odds.

Insights on capturing customer needs for innovation.

Tools that turn your ideas into triumphs.

First name *

Last name *

Professional E-mail *

I want to be kept up-to-date and accept the privacy statement *

By signing up, you agree to receive news and accept the privacy statement (mandatory)

Verify your e-mail address now by entering the 6-digit code we’ve just sent to your inbox

Don't receive Code? Resend code

Last one step

Help us better understand our innovation Show members

Country * Please Select Afghanistan Albania Algeria Andorra Angola Antigua and Barbuda Argentina Armenia Australia Austria Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belgium Belize Benin (Dahomey) Bolivia Bosnia and Herzegovina Botswana Brazil Brunei Brunswick and Lüneburg Bulgaria Burkina Faso (Upper Volta) Burundi Cabo Verde Cambodia Cameroon Canada Cayman Islands Central African Republic Central American Federation Chad Chile China Colombia Comoros Congo Free State Costa Rica Cote d’Ivoire (Ivory Coast) Croatia Cuba Cyprus Czechia Democratic Republic of the Congo Denmark Djibouti Dominica Dominican Republic Ecuador Egypt El Salvador Equatorial Guinea Eritrea Estonia Eswatini Ethiopia Fiji Finland France Gabon Gambia Georgia Germany Ghana Grand Duchy of Tuscany Greece Grenada Guatemala Guinea Guinea-Bissau Guyana Haiti Holy See Honduras Hungary Iceland India Indonesia Iran Iraq Ireland Israel Italy Jamaica Japan Jordan Kazakhstan Kenya Kiribati Korea Kosovo Kuwait Kyrgyzstan Laos Latvia Lebanon Lesotho Liberia Libya Liechtenstein Lithuania Luxembourg Madagascar Malawi Malaysia Maldives Mali Malta Marshall Islands Mauritania Mauritius Mexico Micronesia Moldova Monaco Mongolia Montenegro Morocco Mozambique Namibia Nassau Nauru Nepal Netherlands New Zealand Nicaragua Niger Nigeria North Macedonia Norway Oman Pakistan Palau Panama Papal States Papua New Guinea Paraguay Peru Philippines Piedmont-Sardinia Poland Portugal Qatar Republic of Congo Republic of Korea (South Korea) Republic of the Congo Romania Russia Rwanda Saint Kitts and Nevis Saint Lucia Saint Vincent and the Grenadines Samoa San Marino Sao Tome and Principe Saudi Arabia Schaumburg-Lippe Senegal Serbia Seychelles Sierra Leone Singapore Slovakia Slovenia Solomon Islands Somalia South Africa South Sudan Spain Sri Lanka Sudan Suriname Sweden Switzerland Syria Tajikistan Tanzania Thailand Timor-Leste Togo Tonga Trinidad and Tobago Tunisia Turkey Turkmenistan Tuvalu Uganda Ukraine United Arab Emirates United Kingdom Uruguay Uzbekistan Vanuatu Venezuela Vietnam Württemberg Yemen Zambia Zimbabwe Industry * Please Select Automotive, mobilty & transport Financial Services Chemical & agriculture Construction & Real Estate Consulting Education Energy Banking, insurance & FS FMCG Food Gov / Public Industry Health & lifestyle Logistics, Aero & Shipping Media & Entertainment Natural resources & mining Pharma & Biotech Retail & trade Tech & E-Commerce Telco Tourism design Information technology & services Management consulting Retail Pharmaceuticals International trade & development Professional training & coaching luxury goods & jewelry Automotive Insurance Mechanical or industrial engineering Company Size * XS - 1-10 S - 10-100 M - 100-1000 L - 1000-5000 XL - > 5000

Seniority * Please Select Junior Consultant Senior Consultant Manager Senior Manager Director VP SVP Partner CXO Board Member

Areas of interest * Innovation Digital Transformation Culture & Organization IT Strategy & Bus. Alignment Customer Experience

Discover the largest library of innovation & transformation tools on the entire Internet!

LOG IN VIA E-MAIL

Forgot password?

New to Digital Leadership? Create your account

Thanks, We’ve Received Your Updated Details

Learn how to overcome the 90% failure rate in innovation from a master innovator & bestselling author!

Your e-mail address: * Your first name: *

One Last Step..

Help us better understand the UNITE community

Free guide to improve your innovation success rate*

Our 35-page comprehensive innovation guide covers the key areas why innovation fails. While it cannot cover all the solutions (that would take books to fill), it provides you with a convenient starting point for your analysis and provides further resources and links to the corresponding UNITE models, ultimately allowing you to work towards a doubling and tripling your chances of success.

Get access to the UNITE Models now!

Discover the largest library of innovation & transformation tools on the internet!

Choose Your Password *

Confirm Your Password *

Already have an account? Log in

Country * Please Select Afghanistan Albania Algeria Andorra Angola Antigua and Barbuda Argentina Armenia Australia Austria Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belgium Belize Benin (Dahomey) Bolivia Bosnia and Herzegovina Botswana Brazil Brunei Brunswick and Lüneburg Bhutan Bulgaria Burkina Faso (Upper Volta) Burundi Cabo Verde Cambodia Cameroon Canada Cayman Islands Central African Republic Central American Federation Chad Chile China Colombia Comoros Congo Free State Costa Rica Cote d’Ivoire (Ivory Coast) Croatia Cuba Cyprus Czechia Democratic Republic of the Congo Denmark Djibouti Dominica Dominican Republic Ecuador Egypt El Salvador Equatorial Guinea Eritrea Estonia Eswatini Ethiopia Fiji Finland France Gabon Gambia Georgia Germany Ghana Grand Duchy of Tuscany Greece Grenada Guatemala Guinea Guinea-Bissau Guyana Haiti Holy See Honduras Hungary Iceland India Indonesia Iran Iraq Ireland Israel Italy Jamaica Japan Jordan Kazakhstan Kenya Kiribati Korea Kosovo Kuwait Kyrgyzstan Laos Latvia Lebanon Lesotho Liberia Libya Liechtenstein Lithuania Luxembourg Madagascar Malawi Malaysia Maldives Mali Malta Marshall Islands Mauritania Mauritius Mexico Micronesia Moldova Monaco Mongolia Montenegro Morocco Mozambique Myanmar Namibia Nassau Nauru Nepal Netherlands New Zealand Nicaragua Niger Nigeria North Macedonia Norway Oman Pakistan Palau Panama Papal States Papua New Guinea Paraguay Peru Philippines Piedmont-Sardinia Poland Portugal Qatar Republic of Congo Republic of Korea (South Korea) Republic of the Congo Romania Russia Rwanda Saint Kitts and Nevis Saint Lucia Saint Vincent and the Grenadines Samoa San Marino Sao Tome and Principe Saudi Arabia Schaumburg-Lippe Senegal Serbia Seychelles Sierra Leone Singapore Slovakia Slovenia Solomon Islands Somalia South Africa South Sudan Spain Sri Lanka Sudan Suriname Sweden Switzerland State of Palestine Syria Tajikistan Tanzania Thailand Timor-Leste Togo Tonga Trinidad and Tobago Tunisia Turkey Turkmenistan Tuvalu Uganda Ukraine United States United Arab Emirates United Kingdom Uruguay Uzbekistan Vanuatu Venezuela Vietnam Württemberg Yemen Zambia Zimbabwe Industry * Please Select Automotive, mobilty & transport Financial Services Chemical & agriculture Construction & Real Estate Consulting Education Energy Banking, insurance & FS FMCG Food Gov / Public Industry Health & lifestyle Logistics, Aero & Shipping Media & Entertainment Natural resources & mining Pharma & Biotech Retail & trade Tech & E-Commerce Telco Tourism design Information technology & services Management consulting Retail Pharmaceuticals International trade & development Professional training & coaching luxury goods & jewelry Automotive Insurance Mechanical or industrial engineering Company Size * XS - 1-10 S - 10-100 M - 100-1000 L - 1000-5000 XL - > 5000

Editable UNITE models (PowerPoint) included

Most of our models and canvases are designed to be applied! 


To help you personalize them to your exact business requirements, you can download fully editable versions of the UNITE models available (PowerPoint format)!

They are straightforward to work with, and you can directly incorporate them into your presentations as you need…thus saving countless hours of replication!

PS: did you know that you are also getting hi-res print-ready versions for your workshops?

Monthly live webinars

Each month we host our exclusive, invitation-only webinar series where one of our industry-leading experts updates our members on the latest news, progress and concepts around business strategy, innovation and digital transformation, as well as other related topics. 



You will receive the book in PDF and EPUB formats, ideal for your computer, Kindle, Tablet or other eReading device.

Bi-weekly live group Q&A sessions

These sessions are your opportunity to bring any questions or challenges you’re facing and receive expert guidance on the spot. 


Come and be a part of engaging discussions where your unique concerns are heard and addressed.

1x personal coaching session / month

If you are occasionally looking for a sparring partner or you need limited support, then this option will be ideal for you. Coaching sessions are 1-2 hours where we can discuss any challenge or opportunity you are currently facing.

If you need a few more hours outside of this provision, then these could be billed transparently.

Unlimited video call support! – it’s like always making the right decision!

We believe support shouldn’t be limited. Because we typically find that the occasional hour just doesn’t cut it – particularly if you and your team are in the midst of a large and complex project.

Your time with Stefan is therefore unlimited (fair usage applies) – in his function as coach and sparring partner. That does mean that you will still have to do the work – we cannot take that off you, unless you hire us as consultants. But you will get valuable strategic insight and direction to make sure you are always focusing your efforts where they will lead to the best results.

One personal coaching session / month 
+ unlimited support via e-mail & WhatsApp

We believe support shouldn’t be limited. If you generally know what you are doing but want a sparring partner to frequently raise questions to, this is the perfect choice!

In addition to your monthly 1-1 live coaching sessions with Stefan, you will also get unlimited support from him via email and WhatsApp messaging (fair usage applies). This not only allows you to get valuable strategic direction in your calls, but also gives you instant access to expert help as you work through your plans each month.



The fact that support is text-based means that we can speed up our responses to you while keeping the overall cost of support down.

Welcome gift of our book 
 “How to Create Innovation” 
 (digital + physical editions)*

As a welcome gift, you will receive the both the digital and physical version of our book “How to Create Innovation”, which covers numerous relevant resources and provides additional deep dives into our UNITE models and concepts.


The print version will be shipped out to you on sign-up. The digital version will be emailed to you, and comes in PDF and EPUB formats, ideal for your computer, Kindle, Tablet or other eReading device.

1x major workshop or 2x smaller workshops / month

1x major or 2x smaller workshops based on the UNITE models.

• Topics covered: almost any challenge under the header of #strategy, #innovation or #transformation, leveraging the UNITE models.
• Hands-On Learning: solve your challenges while learning the practical application of the UNITE models and walk away with concrete plans and tools to take your next steps.
• Industry thought leadership: facilitated by Stefan, the founder of Digital Leadership and the main author of the UNITE models, ensuring top-tier guidance and knowledge sharing.
• Collaborative approach: engage in interactive sessions that foster collaboration, idea exchange, and real-time problem-solving among peers and industry leaders.
• Continuous Improvement: Regular workshops ensure ongoing development in your organization staying ahead of industry trends and customer needs.

Access all of our UNITE models, 
 (incl. editable & print versions)

All of our Professional plans offer full access to the following:

• 6x UNITE model package downloads are included per month, if you need something in addition to these however, please let us know!
• Hi-res, print-ready versions you can use in your workshops
• Fully editable PowerPoint versions where applicable – personalize to your needs.
• Exclusive access to our vault of never-before-published strategic materials. We have much more to share – a lot of our concepts have never been published!

Exclusive access to our private UNITE community (upcoming)

We are currently in the process of launching our brand new community., we are designing our community to specifically help you:.

• Get answers to questions (“How do I …”)
• Share leading practices & knowledge
• Jointly develop new models
• Network amongst a highly qualified group of peers

Please, select the reason

Cancelling your plan will deactivate your plan after the current billing period ends. You will not be charged further, but also won’t be able to access [exclusive features/services].

• Cost-related issues
• Unsatisfied with the service
• Features I need are missing
• Switching to a different service
• Other (Please specify)

Book Your Initial Blueprint Session Now

Simply fill out the below form and book in a time for our initial session that works for you. This initial session is free, no strings attached, and is where we can discuss your Blueprint needs more in-depth before moving forward.

Stefan F. Dieffenbacher

Founder of digital leadership.

Adam D. Wisniewski

Partner for it strategy & business alignment.

Get in touch with Digital Leadership

Speak to our team today to find the best solution for your business to grow and scale.

We are here to support you across the entire lifecycle in all topics related to #digital, #innovation, #transformation and #marketing!

Stefan F. Dieffenbacher Founder of Digital Leadership

Contact Us!

Contact form, contact details, book a call.

Title, first name & last name * Email address * Phone number Please let us know how we can best support you! *

By clicking “Send”, I agree to Terms of Service and Privacy Policy.

Let’s have a conversation!

“Please be invited to reach out! We are happy to help and look forward to a first meeting!”

+41 (0) 44 562 42 24

[email protected]

Schedule Your Call With Our Team

Find a time on our calender that best suits you !

Founder and CEO of Digital Leadership

SCHEDULE YOUR INITIAL CALL

A Quick Survey!

What is the main challenge you're currently facing in your business?

You Want To Drive Change?

Let’s find the best solution for your business to grow and scale sustainably!

Let’s kick start it!

We will uncover your current business situation and goals and provide you with a bespoke solution that helps you drastically grow your business working with us.

Stefan F. Dieffenbacher, M.B.A.

Feedback about our consulting that we are proud of

Read the reviews and make sure that this is not a waste of time, but a super effective tool.

You want to drive change?

Schedule your free business assessment call with our founder.

On this call, we will uncover your current business situation and goals and talk about how to drive change and solve your need.

Choose the meeting type that applies to your needs and schedule a time to meet with someone from our team. We look forward to speaking with you soon!

Schedule Your Free Business Assessment

Schedule Your Free Business Assessment Call With Adam D. Wisniewski

Welcome to our scheduling page.

Let’s Design your Customer Experience Blueprint !

In a uniquely designed 60 or 90 minute session* , we will …

• > identify where to start with near-certainty
• > define what approach it takes to create success in your organization

Based on the Blueprinting session, you will receive a tailored blueprint that aligns with your objectives, vision and goals, ensuring that your initiative is a success from start to finish.

In this session, you will be working together with Patrick Zimmermann, Associate Partner for Customer Experience

Let’s Design your Culture & Org-Change Blueprint !

In this session, you will be working together with Dr. Andreas Rein, Partner at Digital Leadership for Culture & Org Change

Let’s Design your Innovation Blueprint !

In this session, you will be working together with Sascha Martini, Partner at Digital Leadership for Innovation and Digital Transformation

Let’s Design your Transformation Blueprint !

In this session, you will be working together with Stefan F. Dieffenbacher, Founder of Digital Leadership Stefan is a global thought leader in the innovation space

Let’s Design your IT Strategy & Business Alignment Blueprint !

In this session, you will be working together with Adam D. Wisniewski, Partner for IT Strategy & Business Alignment

Patrick Zimmermann

Sascha Martini

Dr. Andreas Rein

Write a personalized review! Log in

Create Review

A step-by-step guide to strategic planning (and what makes it unique)

Discover how strategic planning differs from other project management approaches and learn how to draft a strategy that benefits your organization.

Webflow Enterprise gives your teams the power to build, ship, and manage sites collaboratively at scale.

Capitalize on present opportunities and prepare for the future with strategic planning.

Whether you’re starting a new business or looking to revamp your company’s existing structures, a strategic plan is crucial for success. It complements existing documents, such as mission statements and individualized project plans, and considers future opportunities and potential setbacks.

With a strategic plan suited to your specific goals, you can chart a realistic, sustainable road map that acknowledges your current organizational challenges while unlocking future possibilities. Learn how strategic planning can benefit your organization and set you up for long-term success.

What is strategic planning?

Strategic planning is a continuous, systematic process for organizations to define their short- and long-term direction. It involves comprehensively assessing internal aspects, like employee development, budgets, and timelines, and external elements, such as market trends and competitors, to enable effective resource allocation so your organization can achieve business goals and scale effectively.

The strategic planning process is dynamic and requires adaptability to changing circumstances to establish a structured approach to decision-making and maintain team agility. At its core, strategic planning serves as a road map that steers an organization from its present state toward a well-defined future, ensuring sustainable growth.

The benefits of strategic planning

As a holistic road map, a strategic plan well suited to your organization can propel your productivity. Here are a few benefits that strategic planning brings:

• Creating a shared purpose. Strategic planning involves team members in setting the organization’s mission, vision, and values. This collaborative process ensures that every team member understands and connects with these fundamental principles — fostering a sense of shared purpose and direction.
• Proactive planning. The strategic planning process translates abstract ideas into actionable objectives. Setting specific, attainable goals and mapping out strategies to achieve them provides a clear blueprint for the future that’s guided by informed decision-making and deliberate goal-setting.
• Effective resource allocation. Strategic planning allocates resources such as finances, personnel, and technology based on their potential impact on business goals. This process assesses the resources required to achieve each objective and distributes them to maximize efficiency and effectiveness.
• Defining long-term and short-term goals. Strategic plans break down long-term, overarching goals into smaller, short-term objectives to create a step-by-step pathway to achieve the larger vision. This makes goals more manageable and actionable and enables regular monitoring and adjustment of these goals.
• SWOT analysis. Strategic planning provides a clear understanding of your organization’s current status, position in the market, and well-being through a SWOT (strengths, weaknesses, opportunities, threats) analysis. By evaluating both internal and external factors, this process helps identify areas where your organization excels, where it can improve, and external factors that could impact its success, ultimately helping you strategize for future growth and stability.
• Anticipating market trends. Strategic planning enables organizations to foresee and prepare for future changes by analyzing market data and trends. This proactive approach involves evaluating emerging trends, consumer behavior, and technological advancements to adapt strategies accordingly, ensuring you stay ahead of the curve.

How does a strategic plan differ from other project management and business tools?

When creating a long-term vision, a strategic plan becomes pivotal in steering your organization toward success. However, there are other project management tools and workflows with similar goals. Here’s how strategic plans differ from those processes.

Strategic plans vs. business plans

While a strategic plan outlines the organization’s long-term direction and actions to achieve overarching goals, a business plan focuses more on starting new ventures or restructuring existing ones. The strategic plan is broader in scope and encompasses long-term visions like market expansion, while the business plan might detail the steps to attract new customers and establish brand identity .

For example, a new brick-and-mortar sports apparel store might have a business plan for attracting new customers and establishing a brand identity, with a strategic plan that focuses on expanding into online sales to capture a broader audience over a three-year period.

Strategic plans vs. mission statements

A strategic plan outlines a comprehensive set of strategies to achieve organizational goals, while a mission or vision statement concisely communicates the organization’s core purpose. The mission statement sets the tone and direction, and the strategic plan lays out the specific initiatives, such as research and development investments and partnerships, to realize that vision.

Consider a mission statement for a security camera company — to create seamlessly integrated security systems that protect homes. Meanwhile, their strategic plan details initiatives such as product development, resource allocation, and personnel plans to achieve that mission statement.

Strategic plans vs. company objectives

Company objectives are specific, feasible, and measurable targets. In contrast, a strategic plan provides a broader blueprint for aligning resources and realizing those objectives. The strategic plan incorporates and supports various company objectives through detailed action plans and resource allocation.

For instance, an ecommerce platform aims to increase online sales by 15% in the first quarter. To achieve this, their marketing team creates a strategic plan prioritizing a digital marketing revamp, including optimizing the company website, driving organic traffic, and boosting search engine optimization (SEO).

Strategic plans vs. business cases

Unlike strategic plans, which broadly set the direction for multiple projects and initiatives aligned with a company’s long-term goals, business cases justify individual projects and focus on a specific initiative’s viability and benefits.

For example, a business case might focus on the financial feasibility and expected outcomes of introducing a new analytics feature in a software product. In contrast, the strategic plan of this software company might include goals such as becoming a leader in data-driven solutions, where the analytics function features prominently.

Strategic plans vs. project plans

Project plans are detailed documents that outline specific timelines, tasks, and budgets to complete a project. In contrast, strategic plans incorporate multiple project plans, ensuring they align with the broader goals and vision of the organization, and provide the context and framework for developing and implementing individual project plans.

For a web development team, a project plan could detail the steps for redesigning a client’s website, including milestones, resources, and deadlines. However, the strategic plan for this web development company might aim to become the go-to agency for innovative web solutions. Their strategic plan guides not just this single project but others in terms of technology adoption, client engagement strategies, and market positioning.

Discover how the right CMS can allow teams to efficiently scale rich, complex content – all without writing code.

The 5 essential steps to strategic planning

Now that you’re familiar with strategic plans’ benefits and use cases, here are five best practices to create one tailored for your organization.

1. Understand your position

Before drafting the actual plan, it’s essential to understand your position in the market. Conduct a SWOT analysis of your industry that focuses on current market trends, client needs, and the competitive landscape. This comprehensive understanding helps you grasp where your organization stands and what unique opportunities or challenges you might face so you can establish a solid foundation for future strategies.

2. Set clear goals and objectives

After understanding your market position, establish specific, attainable, and measurable objectives that align with your business’s mission and broader goals. Ensure these goals are relevant, time-bound, and fit within your organization’s resources and budget. Doing so effectively guides your efforts and provides a framework for measuring progress.

3. Define the organization-wide plan

After brainstorming broad long- and short-term goals, convert them into a cohesive strategy encompassing all departments. For example, if launching a new website design is your goal, involve developers, designers, and marketers in your planning process. Assess and use each team member’s strengths and encourage cross-departmental collaboration. This step ensures that your strategy is holistic and aligns every department toward common objectives.

4. Establish and meet KPIs

Implement key performance indicators (KPIs) relevant to your project. For a web development agency, these could include metrics such as website loading speed, user engagement rates, or client acquisition. You can also use data visualization tools , like Google Analytics, to gather insights and track objectives and key results.

This phase is where you translate strategy into action by allocating resources according to your pre-established goals and measure the progress against these KPIs.

5. Review and update

Strategic plans in business are flexible. As markets and consumer demands evolve, so must your approach. Regularly review your KPIs, collect customer feedback, study market trends and industry changes, and motivate your team to be flexible when necessary.

A continuous, iterative process ensures your organization remains responsive and aware of ever-changing conditions, allowing you to effectively anticipate new hurdles, improve existing frameworks, and leverage opportunities.

Plan, take action, and scale with Webflow

Success isn’t the result of chance — it happens through careful planning and preparation. With the right tools, you maximize your resources and effectively implement your enterprise’s strategic plan.

From large-scale ecommerce websites to small businesses , Webflow transforms how you scale. Deliver optimized performance through your website, empower marketing teams with SMART goals , and foster collaboration for streamlined workflows .

Whether you’re building from the ground up or adapting to new trends, Webflow helps you manage growth effectively and take your business to the next level. Explore Webflow Enterprise for resources focused on scaling businesses with an optimized digital presence and seamless team collaboration.

Loved by designers. Trusted by enterprises. Bring Webflow in-house at your company with advanced security, custom traffic scaling, guaranteed uptime, and much more.

Subscribe to Webflow Inspo

Get the best, coolest, and latest in design and no-code delivered to your inbox each week.

Related articles

How to create a strategy map for project success

If you’ve ever been confused about strategic planning, we’ve got you covered. Discover the benefits of a strategy map and the best ways to make one.

Operational planning: 5 steps to create a better business operational plan

Learn how to conduct operational planning to enhance collaboration, streamline workflows, and unlock peak productivity in all your company’s teams.

The ultimate step-by-step guide to streamlining your business processes

Learn the benefits of streamlining business processes and implement best practices to improve productivity and output at all organizational levels.

How to achieve successful enterprise project management (EPM)

Discover how your organization can maximize its productivity and profitability with enterprise project management and take action today.

Setting a product strategy for your site: A guide for success

Learn how a product strategy fosters growth by bridging the gap between product vision and tasks, shaping web development, and meeting user needs.

How the City of Los Angeles connects its employees and constituents to critical information and opportunities

Learn how the local government is using Webflow to drive job recruitment, share public resources, and deliver more visually-engaging web experiences.

Get started for free

Try Webflow for as long as you like with our free Starter plan. Purchase a paid Site plan to publish, host, and unlock additional features.

Transforming the design process at

• Interactions
• Localization
• DevLink Labs
• Figma to Webflow Labs
• Accessibility
• Global alliances
• Freelancers
• Customer stories
• Webinars and ebooks
• Libraries Beta
• Made in Webflow
• Livestreams
• Careers We're Hiring
• Webflow Shop
• Terms of Service
• Privacy policy
• Cookie policy
• Cookie preferences
• Accessibility statement
• Discover the community
• Partner with Webflow
• Certified partners
• Become a Template Designer
• Become an Affiliate
• Become a global leader
• Find a meetup near you

• Gartner client? Log in for personalized search results.

Essential Guide to Strategic Planning

Strategic planning maps the initiatives and investments required to achieve long‑⁠term strategic objectives. Here’s how to do it well.

Download Your Guide to Strategic Planning Success

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

Company/Organization Information

Please provide the consent below

I have read, understood and accepted Gartner Separate Consent Letter , whereby I agree (1) to provide Gartner with my personal information, and understand that information will be transferred outside of mainland China and processed by Gartner group companies and other legitimate processing parties and (2) to be contacted by Gartner group companies via internet, mobile/telephone and email, for the purposes of sales, marketing and research.

By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

By clicking the "Begin Download" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Strategic planning that works — even in volatile times

Just 29% of strategists say their organizations change plans fast enough to respond to disruption. What’s the problem? Most often, unclear objectives, poor strategic planning processes and disengaged business leaders.

Use this guide to:

Turn your strategy into action faster

Combat 7 mistakes  common to strategic planning

Capture and communicate your plans with an  exclusive one-page template

4 critical things to know about strategic planning

Especially in times of disruption, it’s key to understand what strategic planning is and does, what assumptions you need and how to leverage the value of adaptive strategy and scenario planning.

• What Is Strategic Planning?
• Strategic Assumptions
• Scenario Planning
• Adaptive Strategy

Strategy and strategic plans: How they are different and why it matters

Strategy creates a common understanding of what an organization wants to achieve and what it needs to do to meet its goals. Strategic plans bridge the gap from overall direction to specific projects and day-to-day actions that ultimately execute the strategy. Job No. 1 is to know the difference between strategy and strategic plans — and why it matters.

Strategy defines the long-term direction of the enterprise. It articulates what the enterprise will do to compete and succeed in its chosen markets or, for the public sector, what the agency will do to achieve its mission.

Strategic planning defines how the enterprise will realize its strategic ambitions in the midterm. Too often, strategic plans are created and then forgotten until the next planning cycle begins. A well-done strategic plan turns an enterprise strategy into a clear roadmap of initiatives, actions and investments required to execute the strategy and meet business goals.

Functional strategic plans document the choices and actions needed for the function to move from the current state to the desired end state, and contribute effectively to the enterprise business model and goals.

Business unit strategic plans define and finalize business unit goals, objectives and initiatives, while cognizant of enterprise priorities and external trends. 

Operational plans deal with the short-term execution of specific projects and changes, as well as any operational tasks not contained in the strategic plan.

If you’re responsible for functional strategy,  such as IT , create strategic frameworks focused only on what’s material — critical assumptions, relevant metrics and the key initiatives your function needs to contribute effectively to organizational goals, even as those goals shift.

Look out for key trends and disruptions, and test strategic assumptions

It’s critical to scan and respond to trends and disruptions that could impact your strategy and strategic plans — and change your strategic assumptions. Strategic planning cycles should incorporate some mechanism to vet assumptions for relevance (also see “Scenario Planning”).

Ignoring or devaluing trends and disruptions can leave critical gaps in both your strategic assumptions and your strategic planning process, because you may be overlooking both threats and opportunities for your value proposition and competitive positioning.

One Gartner survey found that only 38% of organizations have a formal process for this type of trendspotting. Gartner scopes the seven key areas of disruptive change as a “TPESTRE” of interconnected trend areas (see figure). 

Executives across functions and teams can use the TPESTRE construct to identify key trends at any time — from augmented human experience to purpose-driven organizations and digitally enabled sustainability — and analyze their impact. From there, they can build strategic assumptions around the trends as they begin to map what actions might be needed in terms of business models, people/capabilities, IT systems and resources.

After sudden humanitarian or geopolitical disruptions like the COVID-19 pandemic or Russia’s invasion of Ukraine, a framework like TPESTRE can help you identify and monitor  a range of risks  that may affect your enterprise or function and that you may need to include in scenario planning. 

Scenario planning as a strategic planning tool for functions

Scenario planning enables executives and their teams to explore and evaluate plausible alternative futures to make strategic plans more robust and resilient. Pandemic-related disruption and volatility showed the importance of leveraging a range of scenarios to reset business strategy and strategic plans. 

Commonly used by strategists at the organizational level, scenario planning at the functional level is just as valuable. Many functional leaders have little experience with strategic scenario planning, even though they may regularly work with their CFO to build budget and forecast scenarios. Those who can learn and apply scenario planning in strategic planning can help their organization navigate volatile and dynamic conditions more effectively, especially in areas like supply chain , where disruption remains high.

Exploring scenarios enables you to determine suitable action plans or strategies for different possible futures. It reveals how to react to a specific future and which set of actions would make sense no matter what conditions ultimately unfold. 

For leaders of functional teams, developing scenarios and their underlying assumptions is in itself a useful exercise to corroborate or challenge strategies and keep them current.

The objective of scenario planning is to secure the best immediate outcome while preparing suitable alternative action plans, depending on how a situation unfolds. Proactively agreeing on both near-term operational decisions and long-term strategic plans will reduce the time it takes you to respond to emerging risks and opportunities. This can help your function preempt, rather than reactively control for, the negative effects of a major event or disruption.

Additional resources:

Guide to Scenario Planning for Functional Leaders

Scenario Planning for Supply Chain Leaders

Scenario Planning Ignition Guide for Marketing

Strengthen Your R&D Portfolio With Scenario Planning

Use adaptive strategic planning to enable a dynamic response

In an increasingly volatile and uncertain world, strategy can rapidly become out-of-date. To address this challenge, strategic planning must be adaptive. The faster the rate of change in operating conditions and the more disruptions you need to integrate into long-term strategy, the more adaptive your strategy models must be.

An adaptive strategy approach is what ensures your organization can spot new opportunities earlier and respond more quickly than your competitors, making you most likely to succeed in a dynamic digital world.

A truly adaptive strategy approach is consistent with four core practices (see figure) designed to move the enterprise from a rigid, top-down, calendar-based process to a more event-driven strategy approach. Functional strategy can incorporate the same principles. While a truly adaptive approach will be based on all four core practices, functional leaders can initially focus on the practices that address their immediate strategy challenges. 

Rather than requiring perfect or complete information to execute, adaptive strategy uses available information to identify immediate actions required for an enterprise or function to be successful. These actions may range from focusing on high-priority areas to making foundational investments or conducting experiments to test ideas. You can use insights from these actions, along with any new information and analysis, to identify your next set of actions.

Adaptive strategy requires you to review strategy whenever new (and relevant) information becomes available, so it’s important to continually scan the business context to identify changes and review — and, where necessary, adjust — strategy in response to changes. (Also see “Strategic Assumptions.”)

Check out more strategic planning essentials for your function

Audit Compliance Finance Human Resources Information Technology Legal

Marketing Research & Development Risk Sales Service & Support Supply Chain

Experience Gartner Conferences

Join your peers for the unveiling of the latest insights at Gartner conferences.

Frequently asked questions

What is strategic planning.

Strategic planning is the process through which enterprises, functions and business units identify the roadmap of initiatives and portfolio of investments that will be required in the medium term to achieve long-term strategic objectives.

What are the four types of strategic planning and the three levels of strategic planning?

Strategic planning starts with setting strategy at the enterprise level, but that strategy must then be turned into action. The three levels of strategic planning typically refer to corporate versus business unit and functional. The four types of plans are typically strategic, operational, tactical and contingency.

What steps are involved in the strategic planning process?

To build a successful strategic plan with a consistent and sequential process,  functional leaders  should:

Ensure consistent usage of terms to minimize confusion in strategic planning and set a baseline for collaboration

Build a strong foundation for more detailed planning by setting or pressure-testing mission, vision and goal statements first

Streamline stakeholder input by limiting mission, vision and goal setting to senior leadership, and leaving objective, action plan, and measure and metric development to managers with execution expertise

What are the key elements of strategic planning?

The key elements of a successful strategic plan include:

Mission and vision.  The organization’s mission articulates its reasons for being, and the vision lays out where the organization hopes to be. The strategic plan, which links the two, must be adaptive enough to respond if the context changes during execution.

Strategic assumptions.  To build a successful strategic plan, leadership should scope for trends and disruptions, and assess their potential impact on enterprise goals.

Strategic plan design.  A rigorous strategic planning design effectively translates the strategy into plans that can and will be executed. Poor plans lead to poor execution.

What are the key terms in strategic planning?

Mission: Organization’s purpose

Vision: Desired future state

Objective: How to reach goals

Action plan: What’s needed to achieve objectives

Measures and metrics: To track progress toward goals

How do we design a strategic planning system?

Strategic planning “systems” refer to the tools used to document strategic plans. Gartner urges organizations not to focus on strategy in terms of the document they’re creating, but instead focus on turning strategy into an easily communicated action plan.

What is a strategic action plan?

The strategic action plan is a formal document that serves as the primary source of information for how objectives will be executed, monitored, controlled and closed. Many organizations also deploy an associated but separate “action plan” for achieving the operating model. 

What are strategic measures and metrics?

Measures are observable outcomes that allow organizations to evaluate the efficacy of their action plans. Metrics quantify those observed changes to enable an organization to concretely quantify its progress and stay aligned to its chosen measures.

What are the 7 key success factors involved in strategic planning?

These seven success factors are key to producing high-quality strategic plans that will be successfully executed yet responsive to change:

Focus on designing a minimally viable strategy.

Customize planning efforts to meet participants where they are.

Sketch out initiative design before prioritizing strategic actions.

Be clear about who owns what.

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

Focus performance measures on key assumptions.

Pressure-test plans against a narrow set of future scenarios.

Drive stronger performance on your mission-critical priorities.

The 5 steps of the strategic planning process

Starting a project without a strategy is like trying to bake a cake without a recipe — you might have all the ingredients you need, but without a plan for how to combine them, or a vision for what the finished product will look like, you’re likely to end up with a mess. This is especially true when working with a team — it’s crucial to have a shared plan that can serve as a map on the pathway to success.

Creating a strategic plan not only provides a useful document for the future, but also helps you define what you have right now, and think through and outline all of the steps and considerations you’ll need to succeed.

What is strategic planning?

While there is no single approach to creating a strategic plan, most approaches can be boiled down to five overarching steps:

• Define your vision
• Assess where you are
• Determine your priorities and objectives
• Define responsibilities
• Measure and evaluate results

Each step requires close collaboration as you build a shared vision, strategy for implementation, and system for understanding performance.

Related: Learn how to hold an effective strategic planning meeting

Why do I need a strategic plan?

Building a strategic plan is the best way to ensure that your whole team is on the same page, from the initial vision and the metrics for success to evaluating outcomes and adjusting (if necessary) for the future. Even if you’re an expert baker, working with a team to bake a cake means having a collaborative approach and clearly defined steps so that the result reflects the strategic goals you laid out at the beginning.

The benefits of strategic planning also permeate into the general efficiency and productivity of your organization as a whole. They include: 

• Greater attention to potential biases or flaws, improving decision-making 
• Clear direction and focus, motivating and engaging employees
• Better resource management, improving project outcomes 
• Improved employee performance, increasing profitability
• Enhanced communication and collaboration, fostering team efficiency 

Next, let’s dive into how to build and structure your strategic plan, complete with templates and assets to help you along the way.

Before you begin: Pick a brainstorming method

There are many brainstorming methods you can use to come up with, outline, and rank your priorities. When it comes to strategy planning, it’s important to get everyone’s thoughts and ideas out before committing to any one strategy. With the right facilitation , brainstorming helps make this process fair and transparent for everyone involved.  

First, decide if you want to run a real-time rapid ideation session or a structured brainstorming . In a rapid ideation session, you encourage sharing half-baked or silly ideas, typically within a set time frame. The key is to just get out all your ideas quickly and then edit the best ones. Examples of rapid ideation methods include round robin , brainwriting , mind mapping , and crazy eights . 

In a structured brainstorming session, you allow for more time to prepare and edit your thoughts before getting together to share and discuss those more polished ideas. This might involve brainstorming methods that entail unconventional ways of thinking, such as reverse brainstorming or rolestorming . 

Using a platform like Mural, you can easily capture and organize your team’s ideas through sticky notes, diagrams, text, or even images and videos. These features allow you to build actionable next steps immediately (and in the same place) through color coding and tagging. 

Whichever method you choose, the ideal outcome is that you avoid groupthink by giving everyone a voice and a say. Once you’ve reached a consensus on your top priorities, add specific objectives tied to each of those priorities.

Related: Brainstorming and ideation template

1. Define your vision

Whether it’s for your business as a whole, or a specific initiative, successful strategic planning involves alignment with a vision for success. You can think of it as a project-specific mission statement or a north star to guide employees toward fulfilling organizational goals. 

To create a vision statement that explicitly states the ideal results of your project or company transformation, follow these four key steps: 

• Engage and involve the entire team . Inclusivity like this helps bring diverse perspectives to the table. 
• Align the vision with your core values and purpose . This will make it familiar and easy to follow through. 
• Stay grounded . The vision should be ambitious enough to motivate and inspire yet grounded enough to be achievable and relevant.
• Think long-term flexibility . Consider future trends and how your vision can be flexible in the face of challenges or opportunities. 

For example, say your vision is to revolutionize customer success by streamlining and optimizing your process for handling support tickets. It’s important to have a strategy map that allows stakeholders (like the support team, marketing team, and engineering team) to know the overall objective and understand the roles they will play in realizing the goals. 

This can be done in real time or asynchronously , whether in person, hybrid, or remote. By leveraging a shared digital space , everyone has a voice in the process and room to add their thoughts, comments, and feedback. 

Related: Vision board template

2. Assess where you are

The next step in creating a strategic plan is to conduct an assessment of where you stand in terms of your own initiatives, as well as the greater marketplace. Start by conducting a resource assessment. Figure out which financial, human, and/or technological resources you have available and if there are any limitations. You can do this using a SWOT analysis.

What is SWOT analysis?

SWOT analysis is an exercise where you define:

• Strengths: What are your unique strengths for this initiative or this product? In what ways are you a leader?
• Weaknesses: What weaknesses can you identify in your offering? How does your product compare to others in the marketplace?
• Opportunities: Are there areas for improvement that'd help differentiate your business?
• Threats: Beyond weaknesses, are there existing potential threats to your idea that could limit or prevent its success? How can those be anticipated?

For example, say you have an eco-friendly tech company and your vision is to launch a new service in the next year. Here’s what the SWOT analysis might look like: 

• Strengths : Strong brand reputation, loyal customer base, and a talented team focused on innovation
• Weaknesses : Limited bandwidth to work on new projects, which might impact the scope of its strategy formulation 
• Opportunities : How to leverage and experiment with existing customers when goal-setting
• Threats : Factors in the external environment out of its control, like the state of the economy and supply chain shortages

This SWOT analysis will guide the company in setting strategic objectives and formulating a robust plan to navigate the challenges it might face. 

Related: SWOT analysis template

3. Determine your priorities and objectives

Once you've identified your organization’s mission and current standing, start a preliminary plan document that outlines your priorities and their corresponding objectives. Priorities and objectives should be set based on what is achievable with your available resources. The SMART framework is a great way to ensure you set effective goals . It looks like this:  

• Specific: Set clear objectives, leaving no room for ambiguity about the desired outcomes.
• Measurable : Choose quantifiable criteria to make it easier to track progress.
• Achievable : Ensure it is realistic and attainable within the constraints of your resources and environment.
• Relevant : Develop objectives that are relevant to the direction your organization seeks to move.
• Time-bound : Set a clear timeline for achieving each objective to maintain a sense of urgency and focus.

For instance, going back to the eco-friendly tech company, the SMART goals might be: 

• Specific : Target residential customers and small businesses to increase the sales of its solar-powered device line by 25%. 
• Measurable : Track monthly sales and monitor customer feedback and reviews. 
• Achievable : Allocate more resources to the marketing, sales, and customer service departments. 
• Relevant : Supports the company's growth goals in a growing market of eco-conscious consumers. 
• Time-bound : Conduct quarterly reviews and achieve this 25% increase in sales over the next 12 months.

With strategic objectives like this, you’ll be ready to put the work into action. 

Related: Project kickoff template

4. Define tactics and responsibilities

In this stage, individuals or units within your team can get granular about how to achieve your goals and who'll be accountable for each step. For example, the senior leadership team might be in charge of assigning specific tasks to their team members, while human resources works on recruiting new talent. 

It’s important to note that everyone’s responsibilities may shift over time as you launch and gather initial data about your project. For this reason, it’s key to define responsibilities with clear short-term metrics for success. This way, you can make sure that your plan is adaptable to changing circumstances. 

One of the more common ways to define tactics and metrics is to use the OKR (Objectives and Key Results) method. By outlining your OKRs, you’ll know exactly what key performance indicators (KPIs) to track and have a framework for analyzing the results once you begin to accumulate relevant data. 

For instance, if our eco-friendly tech company has a goal of increasing sales, one objective might be to expand market reach for its solar-powered products. The sales team lead would be in charge of developing an outreach strategy. The key result would be to successfully launch its products in two new regions by Q2. The KPI would be a 60% conversation rate in those targeted markets.  

Related: OKR planning template  

5. Manage, measure, and evaluate

Once your plan is set into motion, it’s important to actively manage (and measure) progress. Before launching your plan, settle on a management process that allows you to measure success or failure. In this way, everyone is aligned on progress and can come together to evaluate your strategy execution at regular intervals.

Determine the milestones at which you’ll come together and go over results — this can take place weekly, monthly, or quarterly, depending on the nature of the project.

One of the best ways to evaluate progress is through agile retrospectives (or retros) , which can be done in real time or asynchronously. During this process, gather and organize feedback about the key elements that played a role in your strategy. 

Related: Retrospective radar template

Retrospectives are typically divided into three parts:

• What went well.
• What didn’t go well.
• New opportunities for improvement.

This structure is also sometimes called the “ rose, thorn, bud ” framework. By using this approach, team members can collectively brainstorm and categorize their feedback, making the next steps clear and actionable. Creating an action plan during a post-mortem meeting is a crucial step in ensuring that lessons learned from past projects or events are effectively translated into tangible improvements. 

Another method for reviewing progress is the quarterly business review (QBR). Like the agile retrospective, it allows you to collect feedback and adjust accordingly. In the case of QBRs, however, we recommend dividing your feedback into four categories:

• Start (what new items should be launched?).
• Stop (what items need to be paused?).
• Continue (what is going well?).
• Change (what could be modified to perform better?).

Strategic planners know that planning activities continue even after a project is complete. There’s always room for improvement and an action plan waiting to be implemented. Using the above approaches, your team can make room for new ideas within the existing strategic framework in order to track better to your long-term goals.

Related: Quarterly business review template

Conclusions

The beauty of the strategic plan is that it can be applied from the campaign level all the way up to organizational vision. Using the strategic planning framework, you build buy-in , trust, and transparency by collaboratively creating a vision for success, and mapping out the steps together on the road to your goals.

Also, in so doing, you build in an ability to adapt effectively on the fly in response to data through measurement and evaluation, making your plan both flexible and resilient.

Related: 5 Tips for Holding Effective Post-mortems

Why Mural for strategic planning

Mural unlocks collaborative strategic planning through a shared digital space with an intuitive interface, a library of pre-fab templates, and methodologies based on design thinking principles.

Outline goals, identify key metrics, and track progress with a platform built for any enterprise.

Learn more about strategic planning with Mural.

About the authors

Bryan Kitch

Tagged Topics

Related blog posts

How to hold effective strategic planning meetings

Tactical vs. strategic planning: Why you need both

5 effective strategic planning models for your business

Related blog posts.

Teamwork makes the dream work… or does it?

Our latest releases: June, 2024

The future is how

• Get started Get started for free

Figma design

Design and prototype in one place

Collaborate with a digital whiteboard

Translate designs into code

Get the desktop, mobile, and font installer apps

See the latest features and releases

• Prototyping
• Design systems
• Wireframing
• Online whiteboard
• Team meetings
• Strategic planning
• Brainstorming
• Diagramming
• Product development
• Web development
• Design handoff
• Product managers

Organizations

Config 2024

Register to attend in person or online — June 26–27

Creator fund

Build and sell what you love

User groups

Join a local Friends of Figma group

Learn best practices at virtual events

Customer stories

Read about leading product teams

Stories about bringing new ideas to life

Get started

• Developer docs
• Best practices
• Reports & insights
• Resource library
• Help center

What is strategic planning

Imagine you're ready to expand your thriving business to another market. Would you choose that market based on where you'd like to vacation, or just ask ChatGPT to decide for you? That wouldn’t be strategic, and it could backfire. The smart business move would be to assess risks, opportunities, regulations, competition, and the local business landscape—then use your analysis to plan your next move.

For businesses, strategic planning can make all the difference between expanding market share and closing up shop. Read on to find out how to excel at strategic planning.

What is strategic planning?

Whether your organization is a startup or established business charting the way forward, a strategic plan is a vital tool for success—and you can lead the charge. Strategic planning is the process of putting your best business theories to the test in the marketplace. Your strategic planning process starts with defining a mission/vision statement and setting key goals. To achieve those goals, you create a detailed plan, or strategy map .

Once you put that strategic plan into motion, you're no longer just reacting to market forces. You're proactive, blazing your own trail to your desired destination. There’s no better way to ensure that decisions are evidence-based, forward-looking, collaborative, and aligned with your entire organization’s long-term objectives.

Think of your business as an orchestra. No matter how skilled your musicians are, if they all play a different tune, you won't like what you hear. Wouldn’t you rather start out with sheet music and a brilliant conductor? An organization can make decisions without a strategic plan in place, just like an orchestra can play without a conductor. But when individuals or departments make decisions based on opinion, guesswork, or instinct, you can end up with disorganized, inefficient use of time and resources—and that’s not music to anyone’s ears.

How is strategic planning different from other plans?

Roger Martin, one of the world’s leading thinkers on strategy, cautions that “a plan is not a strategy.” A plan is comfortable because you control the levers, like time and costs. But strategic planning challenges you to put strategy to the test, making “an integrative set of choices that positions you on a playing field of your choice in a way that you win .”

Benefits of strategic planning

A strategic plan can be a competitive advantage. Harvard Business Review found that up to 67% of HR and IT departments have strategies of their own that don’t align with the larger corporate strategy. The bad news gets worse: 95% of employees don’t understand their organization’s strategy. Clear, effectively communicated strategic plans position organizations to outperform competitors struggling to articulate cohesive strategies to their employees.

With a strategic plan, you can help your organization to:

• Communicate priorities to employees at all levels
• Allocate resources appropriately to meet goals
• Track progress objectively
• Make clear decisions more efficiently
• Avoid mistakes caused by short-term thinking

3 strategic planning best practices

• Consider it a learning process. Creating strategic plans teaches teams to think more strategically, preparing decision-makers to make choices rationally under pressure.
• Make comprehensive plans. Research shows a thorough, comprehensive planning process yields strong results. Consider a variety of viewpoints and multiple options before setting your strategic objectives.
• Conduct regular updates. The most successful organizations are nimble, making wise strategic decisions in real time as circumstances change. Revisiting plans frequently with key decision-makers helps keep your strategy relevant and responsive.

Who belongs on strategic planning teams?

Strategic planning teams tackle key responsibilities: defining company mission/vision statements, setting goals, identifying opportunities, evaluating risks, and plotting a course to meet objectives. To achieve this ambitious agenda,  your team should cover a broad spectrum of viewpoints and roles, including:

• VPs and C-suite executives who must be consulted, according to your RACI matrix
• Representatives from various departments, team leads, and department heads who are responsible or accountable for outcomes
• Other key stakeholders to keep informed, such as board members or investors

Not sure who your key stakeholders are? Check out the FigJam stakeholder analysis template to identify valuable collaborators right from the start, but make sure the group doesn’t get too big. Large groups can get bogged down in strategic planning discussions.

Strategic planning in 5 steps

Your organization's strategic planning process may take slightly different steps depending on its size and needs, but most organizations follow these five basic steps.

1. Define the organization's mission, vision, and values .

These elements of strategic planning inform all of your objectives and the overall direction of the business strategy from here on out. What does your organization intend to do? What does it stand for, and why?

2. Conduct a situational analysis.

SWOT analysis is a time-tested tool to assess the opportunities and risks your organization faces. Cover internal and external factors, including your resources, competition, and changes in the market.

3. Set goals and objectives .

Pinpoint what you want to achieve, then set realistic and achievable targets. You  could focus on  specific objectives  (“reduce customer acquisition costs by 5% next quarter”) or address broader strategic goals (“increase customer satisfaction” ) . Articulate goals and objectives clearly , and define your measurements for success.

4. Develop and launch your action plan .

Outline the steps to take, and break down steps into tasks. Then decide who is responsible for each task, and when each task needs to be completed. With every decision, aim to minimize risk and maximize opportunity to achieve your goal.

To get your strategic plan on track for success, communicate the plan to everyone in the organization. You may want to launch your plan at an all-hands meeting, or break it up into meetings with separate departments.

5. Evaluate the results.

Establish a timeline of regular assessments to check  plan progres. Assign responsibilities to monitor and assess outcomes, and make course corrections as needed.

Pro tips and tools for strategic planning

The strategic planning process involves gathering data, documents, and team input to define timelines with multiple steps and dependencies. Figma's makes this complex process easier with these collaborative strategic planning tools:

• Balanced scorecard. Organizations as diverse as Chrysler and the U.S. Army use the  Balanced Scorecard to take performance to the next level. A Balanced Scorecard assigns weighted values to various options to remove bias from decision-making, guide plan implementation, and help you communicate your strategy clearly.
• SWOT analysis . Identify your company's strengths, weaknesses, opportunities, and threats with a SWOT analysis . This tool offers a comprehensive, objective overview of company  resources and its internal and external working environment. You’ll draw on the data you collect during your SWOT analysis many times during your strategic planning process.
• KPI tracking dashboard. Key performance indicators (KPIs) quantify success measurements and establish the timeline for achieving specific financial, strategic, or operational milestones. A shared KPI dashboard template will get your KPI tracking system up and running fast, boosting visibility and collaboration.
• RACI matrix. Identify all the key stakeholders on your strategic plan and group them according to their level of involvement: R esponsible, A ccountable, C onsulted, and I nformed. Figma’s RACI template can get you started quickly.
• Gantt chart . To capture your strategic plan timeline and steps at a glance, try a Gantt chart . This bar chart highlights start dates, deadlines, resource allocations, assignments, and other key planning elements. Use a Gantt chart to sequence tasks and show your team exactly which steps need to be completed when.

Strategize for success with Figma

The keys to strategic planning are collaboration, effective teamwork, and comprehensive information-gathering—and Figma has you covered with online collaboration tools . Figma's easy, engaging strategic plan template   gets your team started with tools for brainstorming, diagramming, and sharing data and feedback—all in one space.

Go to next section

Keep reading

Strategic planning process in 6 steps

Every business needs a great strategic plan to achieve their long term goals.

What is a strategy map

A strategy map is a visual representation of how a company can achieve their long-term goals and objectives.

Strategic vs. tactical planning

While strategic planning involves big-picture thinking, tactical planning covers the nitty-gritty of turning strategy into action.

• Search Search Please fill out this field.

Making a Business Plan

Using goal-based planning, making time, promoting communication, following up.

• Strategic Planning FAQs

The Bottom Line

• Business Essentials

The Importance of Strategic Planning

Every successful business has a plan and knows where it is heading in the future. Setting a plan with goals, target dates, and a purpose should be finalized before embarking on a business. Taking the time on an ongoing basis to review the company's past performance, and predict its future performance, gives it a road map to follow.

Without strategic planning , which is knowing the current state of your business and where you want it to go, most businesses will fail. A strategic plan allows you to see what is important, how to get there, the pitfalls to avoid, and the noise to ignore. Below we discuss some of the reasons why strategic planning is important and how to implement it.

Key Takeaways

• Strategic planning is crucial for a business as it creates a map for a business to follow and course correct when need be.
• The first part of a strategic plan is the business plan, which outlines the purpose of the business, budgets, goals, and the mission statement.
• Making time to evaluate your business on an ongoing basis will allow you to determine how well your results are adhering to your plan. This will allow you to make adjustments or double-down on how the business is being run.
• Communicating your strategic plan to your employees is critical so that everyone is on the same page and working towards the same goals.
• Reviewing and following up on your business will highlight strengths and weaknesses in your business so that you can continue with what works well and eliminate what is hindering the growth of your business.

The very first strategic planning most businesses do is a business plan . When you first start your business, you will likely have prepared a mission statement , a budget, and a marketing and promotion plan. The business plan is a good first step, but it needs to be reviewed and updated as the business continues and grows. If you shove it in a drawer and let dust gather on it, it won't serve as the foundation of your business, as it was meant to.

A business plan serves as the blueprint for a company's success, providing a comprehensive roadmap that outlines its objectives, strategies, and tactics for achieving growth and profitability. In some cases, a business plan is also necessary for attracting external funding and support from an outside investor or bank.

How you go about conducting strategic planning will depend on many variables, including the size of your business, the time frame included, and your personal preferences. The most common style of plan is goals-based. In this type of plan, you set goals for the business (financial and non-financial) and map out the steps needed to meet those goals.

For example, if your goal is to have $100,000 in revenues next year, the steps to get there might include bringing in five new clients a month and attending three trade shows. Whatever the goals you set for your business, they should be concrete and measurable so that you know when you reach them. Another method of strategic planning is mission-based.

When you first started your business, you likely developed a mission or values statement, outlining the purpose of your company and its overall reason for being. A mission-based strategic plan ties each part of the plan into the mission, to ensure that the company is always operating in the service of that mission.

For example, if your mission statement is to be recognized as a leader in the financial services sector and to help families become financially independent, your strategic plans should address how you will meet those goals.

It can be difficult to find the time to plan your business. Other, more pressing priorities, like trying to bring in revenue , may grab your attention; however, carving out time regularly will help you keep on top of your business.

Blocking off a few hours a day or week to focus on your plan should be part of your business operations. During that time, you can examine the prior week's financial performance and update any marketing initiatives to make sure that your business is on track with your initial plan. If it's not, then you'll need to make adjustments to get back on track.

Regardless of how often you plan, make sure that you set it in stone in your day planner. Block off the time and don't let anything else get in the way. Turn off your cell phone and, if at all possible, go somewhere away from your office to plan in order to minimize distractions.

As a business owner, you will most likely have employees. It is critical to inform them of your strategic plan so that they are on the same page and working towards the same goal as you.

Including your staff in your strategic plan will instill a feeling of responsibility in their jobs that will help ensure productivity.

For example, if you have a sales team and your strategic plan involves bringing in five new clients a month, your sales team needs to be aware of this so that they know the goal to achieve. If they don't, perhaps they would be under the assumption that bringing in two new clients a month is excellent, when in actuality, it is only 40% of your goal. Without clear communication to your employees, your business will be a boat set adrift without any course to follow.

A critical part of the planning process is reviewing your previous plan and comparing it to your actual results. Were you able to bring in five new clients last month? If not, why not? Tweak the plan going forward to account for changes in your business or the general economic climate. The more experience you get with the planning process and with the operational side of your business, the more accurately you will be able to plan.

Once you have had your business running for a while and block out time to follow up on your strategic plan, you will be able to determine where the strengths and weaknesses in your business lie. This would allow you to correct course, perhaps changing your business plan and goals slightly to focus on your strengths, while allowing you to eliminate your weakness, making your business stronger and increasing the likelihood of achieving your goals.

Why Is Strategic Planning Important for Businesses?

Strategic planning is crucial for businesses because it provides a roadmap for achieving long-term objectives, identifying opportunities, and mitigating risks. It helps align organizational resources, activities, and goals, ensuring that everyone is working towards a common vision.

What Are the Key Benefits of Strategic Planning?

The key benefits of strategic planning include improved decision-making, enhanced resource allocation, increased organizational alignment, better risk management, and the ability to seize opportunities for growth and innovation.

What Are the Risks of Not Having a Strategic Plan in Place?

Without a strategic plan, organizations may struggle to maintain focus, allocate resources efficiently, or adapt to changing circumstances. They may miss opportunities for growth or become vulnerable to competitive threats. Companies with a strategy may be more likely to face challenges in sustaining long-term success.

What Are Some Best Practices for Effective Strategic Planning?

Best practices for effective strategic planning include involving key stakeholders in the process and conducting thorough environmental scans to fully understand all aspects of a company that will be impacted. This can be done through a SWOT analysis. Once your strategy is in place, set clear and measurable objectives, regularly monitor progress, and don't be afraid to realign the strategy with new information as it comes available.

Planning out the future of your business is the best way to ensure success. Creating an initial plan and communicating that plan to your employees will ensure that everyone is working towards the same goal.

Taking out time to review your business's results and comparing them to your plan will help ensure that the right policies and procedures continue whereas those that are not benefiting the company will be removed. It may seem awkward and difficult at first to create a strategic plan, but with practice, you will be able to move your business in the right direction.

• Terms of Service
• Editorial Policy
• Privacy Policy

Strategic Planning Process: Why Is Strategic Planning Important for Organizations in 2024?

What to read next:

Playing chess without a strong opening is a guaranteed way to disadvantage yourself. Just like in chess, organizations without an adequate strategic planning process are unlikely to thrive and adapt long-term. 

The strategic planning process is essential for aligning your organization on key priorities, goals, and initiatives, making it crucial for organizational success.   

This article will empower you to craft and perfect your strategic planning process by exploring the following:  

• What is strategic planning
• Why strategic planning is important for your business  
• The seven steps of the strategic planning process   

Strategic planning frameworks

• Best practices supporting the strategic planning process  

By the end of this article, you’ll have the knowledge needed to perfect the key elements of strategic planning. Ready? Let’s begin.  

What is strategic planning?

Strategic planning charts your business's course toward success. Using your organization’s vision, mission statement , and values — with internal and external information — each step of the strategic planning process helps you craft long-term objectives and attain your goals with strategic management.  

The key elements of strategic planning includes a SWOT analysis, goal setting , stakeholder involvement, plus developing actionable strategies, approaches, and tactics aligned with primary objectives.  

In short, the strategic planning process bridges the gap between your organization’s current and desired state, providing a clear and actionable framework that answers:   Where are you now?   Where do you want to be?   How will you get there?

7 key elements of strategic planning 

The following strategic planning components work together to create cohesive strategic plans for your business goals. Let’s take a close look at each of these:  

• Vision : What your organization wants to achieve in the future, the long-term goal  
• Mission : The driving force behind why your company exists, who it serves, and how it creates value  
• Values : Fundamental beliefs guiding your company’s decision-making process  
• Goals : Measurable objectives in alignment with your business mission, vision, and values  
• Strategy : A long-term strategy map for achieving your objectives based on both internal and external factors  
• Approach : How you execute strategy and achieve objectives using actions and initiatives   
• Tactics : Granular short-term actions, programs, and activities  

Why is the strategic planning process important?

Just as a chess player needs a gameplan to reach checkmate, a company needs a solid strategic plan to achieve its goals.   

Without a strategic plan, your business will waste precious time, energy, and resources on endeavors that won’t get your company closer to where it needs to be.   

Your ideal plan should cover all key strategic planning areas, while allowing you to stay present by measuring success and course-correcting or redefining the strategic direction when necessary. Ultimately, enabling your company to stay future-proof through the creation of an always-on strategy that reflects your company's mission and vision.   

An always-on strategy involves continuous environmental scanning even after the strategic plan has been devised, ensuring readiness to adapt in response to quick, drastic changes in the environment.

Let’s dive deeper into the steps of the strategic planning process.  

What are the 7 stages of the strategic planning process?

You understand the overall value of implementing a strategic planning process — now let’s put it in practice. Here's our 7-step approach to strategic planning that ensures everyone is on the same page:  

• Clarify your vision, mission, and values  
• Conduct an environmental scan  
• Define strategic priorities  
• Develop goals and metrics  
• Derive a strategic plan  
• Write and communicate your strategic plan  
• Implement, monitor, and revise   

1. Clarify your vision, mission, and values 

The first step of the strategic planning process is understanding your organization’s core elements: vision, mission, and values. Clarifying these will align your strategic plan with your company’s definition of success. Once established, these are the foundation for the rest of the strategic planning process.   

Questions to ask:

• What do we aspire to achieve in the long term?
• What is our purpose or ultimate goal?
• What do we do to fulfill our vision?
• What key activities or services do we provide?
• What are our organization's ethics?
• What qualities or behaviors do we expect from employees?

Read more: What is Mission vs. Vision  

2. Conduct an environmental scan

Once everyone on the same page about vision, mission, and values, it's time to scan your internal and external environment. This involves a long-term SWOT analysis, evaluating your organization’s strengths, weaknesses, opportunities, and threats.  

Internal factors 

Internal strengths and weaknesses help you understand where your organization excels and what it could improve. Strengths and weaknesses awareness helps make more informed decisions with your capabilities and resource allocation in mind.  

External factors

Externally, opportunities and threats in the market help you understand the power of your industry’s customers, suppliers, and competitors. Additionally, consider how broader forces like technology, culture, politics, and regulation may impact your organization.   

• What are our organization's key strengths or competitive advantages?
• What areas or functions within our organization need improvement?
• What emerging trends or opportunities can we leverage?
• How do changes in technology, regulations, or consumer behavior impact us?

3. Define strategic priorities

Prioritization puts the “strategic” in strategic planning process. Your organization’s mission, vision, values, and environmental scan serve as a lens to identify top priorities. Limiting priorities ensures your organization intentionally allocates resources.  

These categories can help you rank your strategic priorities:  

• Critical : Urgent tasks whose failure to complete will have severe consequences — financial losses, reputation damage, or legal consequences  
• Important : Significant tasks which support organizational achievements and require timely completion  
• Desirable : Valuable tasks not essential in the short-term, but can contribute to long-term success and growth  
• How do these priorities align with our mission, vision, and values?
• Which tasks need to be completed quickly to ensure effective progress towards our desired outcomes?
• What resources and capabilities do we need to pursue these priorities effectively?

4. Develop goals and metrics

Next, you establish goals and metrics to reflect your strategic priorities. Purpose-driven, long-term, actionable strategic planning goals should flow down through the organization, with lower-level goals contributing to higher-level ones.  

One approach that can help you set and measure your aligned goals is objectives and key results (OKRs). OKRs consist of objectives, qualitative statements of what you want to achieve, and key results, 3-5 supporting metrics that track progress toward your objective.  

OKRs ensure alignment at every level of the organization, with tracking and accountability built into the framework to keep everyone engaged. With ambitious, intentional goals, OKRs can help you drive the strategic plan forward.  

• What metrics can we use to track progress toward each objective?
• How can we ensure that lower-level goals and metrics support and contribute to higher-level ones?
• How will we track and measure progress towards key results?
• How will we ensure accountability?

Get an in-depth look at OKRs with our Ultimate OKR Playbook

5. Derive a strategic plan

The next step of the strategic planning process gets down to the nitty-gritty “how” — developing a clear, practical strategic plan for bridging the gap between now and the future.   

To do this, you’ll need to brainstorm short- and long-term approaches to achieving the goals you’ve set, answering a couple of key questions along the way. You must evaluate ideas based on factors like:  

• Feasibility : How realistic and achievable is it?  
• Impact : How conducive is it to goal attainment?  
• Cost : Can we fund this approach, and is it worth the investment?  
• Alignment : Does it support our mission, vision, and values?  

From your approaches, you can devise a detailed action plan, which covers things like:  

• Timelines : When will we take each step, and what are the deadlines?  
• Milestones : What key achievements will ensure consistent progress?  
• Resource requirements : What’s needed to achieve each step?  
• Responsibilities : Who's accountable in each step?  
• Risks and challenges : What can affect our ability to execute our plan? How will we address these?  

With a detailed action plan like this, you can move from abstract goals to concrete steps, bringing you closer to achieving your strategic objectives.  

6. Write and communicate your strategic plan

Writing and communicating your strategic plan involves everyone, ensuring each team is on the same page. Here’s a clear, concise structure you can use to cover the most important strategic planning components:  

• Executive summary : Highlights and priorities in your strategic overview   
• Introduction : Background on your strategic plan  
• Connection : How your strategic plan aligns with your organization’s mission, vision, and values  
• Environmental scan : An overview of your SWOT analysis findings  
• Strategic priorities and goals : Informed short and long-term organizational goals  
• Strategic approach : An overview of your tactical plan   
• Resource needs : How you'll deploy technology, funding, and employees  
• Risk and challenges : How you’ll mitigate the unknowns if and when they arise  
• Implementation plan : A step-by-step resource deployment plan for achieving your strategy  
• Monitoring and evaluation : How you’ll keep your plan heading in the right direction  
• Conclusion : A summary of the strategic plan and everything it entails  
• What information or context do stakeholders need to understand the strategic plan?
• How can we emphasize the connection between the strategic plan and the overall purpose and direction of the organization?
• What initiatives or strategies will we implement to drive progress?
• How will we mitigate or address risks?
• What are the specific steps and actions we need to take to implement the strategic plan?
• Any additional information or next steps we need to communicate?

7. Implement, monitor, and revise performance 

Finally, it’s time to implement your strategic plan, making sure it's up to date, creating a persistent, always-on strategy that doesn't lag behind. As you get the ball rolling, keep a close eye on your timelines, milestones, and performance targets, and whether these align with your internal and external environment.   

Internally, indicators like completions, issues, and delays provide visibility into your process. If any bottlenecks, inefficiencies, or misalignment arises, take corrective action promptly — adjust the plan, reallocate resources, or provide additional training to employees.  

Externally, you should monitor changes such as customer preferences, competitive pressures, economic shifts , and regulatory changes. These impact the success of your strategic action plan and may require tweaks along the way.   

Remember, implementing a strategic plan isn’t a one-time task — continual evaluation is essential for an always-on strategy. It involves extending beyond planning stages and contextualizing the strategy in real-time, allowing for swift adaptations to changing circumstances to ensure your plan remains relevant.

• Are there any bottlenecks, inefficiencies, or misalignments we need to address?
• Are we monitoring and analyzing external factors?
• Are we prepared to make necessary tweaks or adaptations along the way?
• Are we agile enough to promptly correct deviations from our strategic plan while maintaining an "always-on" strategy for continual adjustments?

You can use several frameworks to guide you through the strategic planning process. Some of the most influential ones include:

• Balanced scorecard (BSC) : Takes an overarching approach to strategic planning, covering financial, customer, internal processes, and learning and growth, aligning short-term operational tasks with long-term strategic goals.
• SWOT analysis : Highlights your business's internal strengths and weaknesses alongside external opportunities and threats to enable informed decisions about your strategic direction.
• OKRs : Structures goals as a set of measurable objectives and key results. They cascade down from top-level organizational objectives to lower-level team goals, ensuring alignment across the entire organization. Get an in-depth look at OKRs here . 
• Scenario planning : Involves envisioning and planning for various possible future scenarios, allowing you to prepare for a range of potential outcomes. It's particularly useful in volatile environments rife with uncertainties.
• Porter's five forces : Evaluates the competitive forces within your industry — rivalry among existing competitors, bargaining power of buyers and suppliers, threat of new entrants, and threat of substitutes — to shape strategies that position the organization for success.

Common problems with strategic planning and how to overcome them

While strategic planning provides a roadmap for business success, it's not immune to challenges. Recognizing and addressing these is crucial for effective strategy implementation. Let's explore common issues encountered in strategic planning and strategies to overcome them.

Want a quick recap? Watch our summary below

Static nature

Traditional strategic planning models often follow a linear, annual, and inflexible process that doesn't accommodate quick changes in the business landscape. Strategies formulated this way may quickly become outdated in today's fast-paced environment.

To overcome the rigidity of traditional strategic planning, your organization should integrate continuous environmental scanning processes. This includes monitoring market changes, competitor actions, and technological advancements, ensuring real-time insights inform strategic decision-making. Additionally, adopting agile methodologies allows for iterative planning, breaking down strategies into smaller, manageable components reviewed and adjusted regularly, ensuring adaptability in today's fast-paced landscape.

Disconnect between strategic plan and execution

There's often a significant gap between the strategic objectives and their actual implementation, leading to misalignment, confusion, and inefficiency within the organization.

To bridge the gap, ensure accountability, alignment, and feedback-driven processes across the business. Linking team roles and responsibilities to lower-level objectives can fosters alignment and accountability, whereas aligning these with overarching strategic objectives ensure coherence in execution. To ensure goals are optimized on an ongoing basis, implement a feedback mechanism that continuously evaluates progress against goals, enabling regular adjustments based on market feedback and internal insights.

Lack of real-time insights

Traditional planning models rely on historical data and periodic reviews, which might not capture real-time changes or emerging trends accurately. This can result in misaligned strategies unsuitable for the current business landscape.

Leverage advanced analytics tools and AI-driven technologies. Invest in technologies that offer real-time tracking and reporting of key performance indicators, with dashboards and monitoring systems that provide up-to-date insights. These allow you to gather, process, and interpret real-time data for proactive decision-making that aligns with the current business landscape. 

Failure to close the feedback loop

The absence of a feedback loop between strategy formulation, execution, and evaluation can impact learning and improvement. Companies might therefore struggle to refine their strategies based on real-time performance insights.

Establish a structured feedback loop encompassing strategy formulation, execution, and evaluation stages. Encourage employees to actively contribute insights on strategy execution, fostering a culture of continuous improvement and adaptation.

Best practices during the strategic planning process

Navigating strategic planning goes beyond overcoming challenges. A successful strategic plan requires you to embrace a set of guiding best practices, helping you navigate the development and implementation of your strategic planning process.   

1. Keep the planning process flexible

With ever-changing business environments, a one-and-done approach to strategic planning is insufficient. Your strategic plan needs to be adaptable to ensure its relevancy and its ability to weather the effects of changing circumstances.  

2. Pull together a diverse group of stakeholders

By including voices from across the organization, you can account for varying thoughts, perspectives, and experiences at each step of the strategic planning process, ensuring cross-functional alignment .  

3. Document the process

Continuous documentation of the strategic management process is crucial in capturing and communicating the key elements of strategic planning. This keeps everyone on the same page and your strategic plan up-to-date and relevant.  

4. Make data-driven decisions

Root your decisions in evidence and facts rather than assumptions or opinions. This cultivates accurate insights, improves prioritization, and reduces biased (flawed) decisions.  

5. Align your company culture with the strategic plan 

Your strategic plan can only be successful if everyone is on board with it — company culture supports what you’re trying to achieve. Behaviors, rules, and attitudes optimize the execution of your strategic plan.  

6. Leverage AI 

Using AI in strategic planning supports the development of an always-on strategy — amplifying strategic agility, conducting comprehensive environmental scans, and expediting planning phases. It can streamline operations, facilitate data-driven decision-making, and provide transparent insights into progress to drive accountability, engagement, and alignment with the strategic plan.

The strategic planning process in a nutshell

Careful strategy mapping is crucial for any organization looking to achieve its long-term goals while staying true to its mission, vision, and values. The seven steps in the strategic planning process outlined in this article provide a solid framework your organization can follow — from clarifying your organization’s purpose and developing a strategic plan, to implementing, monitoring, and revising performance. These steps will help your company meet goal measurements and create an always-on strategy that's rooted in the present. 

It’s important to remember that strategic planning is not a one-time event. To stay effective and relevant, you must continuously monitor and adapt your strategy in response to changing circumstances. This ongoing process of improvement keeps your organization competitive and demonstrates your commitment to achieving your goals.  

Quantive empowers modern organizations to turn their ambitions into reality through strategic agility. It's where strategy, teams, and data come together to drive effective decision-making, streamline execution, and maximize performance.  

As your company navigates today’s competitive landscape, you need an Always-On Strategy to continuously bridge the gap between current and desired business outcomes. Quantive brings together the technology, expertise, and passion to transform your strategy from a static plan to a feedback-driven engine for growth.  

Whether you’re a visionary start-up, a mid-market business looking to conquer, or a large enterprise facing disruption, Quantive keeps you ahead — every step of the way. For more information, visit www.quantive.com . 

Additional resources

How top companies are closing the strategy execution gap, strategy execution in 4 steps: keys to successful strategy, 7 best practices for strategy execution, why your business needs strategy execution software, subscribe for our newsletter.

• Lifestyles & Social Issues
• Philosophy & Religion
• Politics, Law & Government
• World History
• Health & Medicine
• Browse Biographies
• Birds, Reptiles & Other Vertebrates
• Bugs, Mollusks & Other Invertebrates
• Environment
• Fossils & Geologic Time
• Geography & Travel
• Entertainment & Pop Culture
• Sports & Recreation
• Visual Arts

• Introduction

The evolution of strategic planning

Benefits of strategic planning.

strategic planning

strategic planning , disciplined effort to produce decisions and actions that shape and guide an organization’s purpose and activities, particularly with regard to the future. Strategic planning is a fundamental component of organizational management and decision making in public, private, and nonprofit organizations. It is a structured approach to establishing an organization’s direction and to anticipating the future. Through strategic planning, resources are concentrated on a limited number of objectives, thereby helping an organization to focus its efforts, to ensure that its members are working toward the same goals, and to assess and adjust its direction in response to a changing environment.

The process of strategic planning is disciplined in that it raises a sequence of questions that helps organizational leadership examine experience, test assumptions, gather and incorporate information about the present, and anticipate the environment in which the organization will be working in the future. By setting priorities, strategic planning implies that some organizational decisions and actions are more important than others. Much of the strategy lies in making difficult decisions about what is most important to achieving organizational effectiveness. Typically, the strategy encompasses activity over several years and needs to be altered over the course of time.

There are a variety of perspectives, models, and approaches used in strategic planning. The way that a strategic plan is developed depends on the nature of the organization’s leadership, the culture of the organization, the complexity of the organization and its environment, and the size of the organization.

The modern concept of corporate strategic planning grew out of budget exercises carried out in the 1950s in the United States . By the mid-1960s and throughout the 1970s, strategic planning was occurring in most large corporations. During this time, the U.S. government introduced program budgeting as a way of recording detailed information on costs associated with specific activities covered by a budget. Public and nonprofit organizations recognized the usefulness of strategy formulation during the 1980s, when the notion of marketing for public and nonprofit organizations gained prominence. Most well-known models of public and nonprofit strategic planning have their roots in the Harvard policy model developed at the Harvard Business School at Harvard University in the United States. The systematic analysis of strengths, weaknesses, opportunities, and threats (SWOT) is a primary strength of the Harvard model and constitutes a step in the strategic-planning model.

Strategic planning clearly defines the purpose of the organization and establishes realistic goals and objectives consistent with that mission in a defined time frame within the organization’s capacity for implementation. It communicates those goals and objectives to the organization’s constituents. Strategic planning develops a sense of ownership of the plan and ensures that the most-effective use is made of the organization’s resources by focusing the resources on key priorities. It provides a base from which progress can be measured and establishes a mechanism for informed change when needed.

The indicators to be used in assessing organizational effectiveness must be chosen from several possible areas and data gathered from several possible sampling frames. The pattern of strategy in an organization is determined not only by the plans and actions of its leaders but also by forces in its external environment. Because both organizations and environments can change over time, and because different agencies operate under different conditions, no single strategy is universally viable.

Organizations cannot be effective unless they know where they are headed. Effectiveness is not random; it begins with a clear vision, mission, and goals. Formal strategic-planning approaches establish those missions, goals, and visions. Strategic management offers a means of systematically thinking about and reviewing an organization’s direction, environment, and strategies. Strategic planning is essential and continues the process for public organizations that wish to determine their own vision and mission. But strategic planning and continuous change require committed leadership, a supportive organizational culture , an established structure for coordinating and managing the implementation process, and the ability on the part of organizational members to participate in the planning process. Participation can be a powerful device for directing the energy of participants in the public organization.

7 Organizational Structure Types (With Examples)

Updated: May 29, 2024, 5:39pm

Table of Contents

What is an organizational structure, 4 common types of organizational structures, 3 alternative organizational structures, how to choose the best organizational structure, frequently asked questions (faqs).

Every company needs an organizational structure—whether they realize it or not. The organizational structure is how the company delegates roles, responsibilities, job functions, accountability and decision-making authority. The organizational structure often shows the “chain of command” and how information moves within the company. Having an organizational structure that aligns with your company’s goals and objectives is crucial. This article describes the various types of organizational structures, the benefits of creating one for your business and specific elements that should be included.

Employees want to understand their job responsibilities, whom they report to, what decisions they can and should make and how they interact with other people and teams within the company. An organizational structure creates this framework. Organizational structures can be centralized or decentralized, hierarchical or circular, flat or vertical.

Centralized vs. Decentralized

Many companies use the traditional model of a centralized organizational structure. With centralized leadership, there is a transparent chain of command and each role has well-defined responsibilities.

Conversely, with a decentralized organizational structure, teams have more autonomy to make decisions and there may be cross-collaboration between groups. Decentralized leadership can help companies remain agile and adapt to changing needs.

Hierarchical vs. Circular

A hierarchical organization structure is the pyramid-shaped organization chart many people are used to seeing. There is one role at the top of the pyramid and the chain of command moves down, with each level decreasing in responsibilities and authority.

On the other hand, a circular organization chart looks like concentric circles with company leadership in the center circle. Instead of information flowing down to the next “level,” information flows out to the next ring of management.

Vertical vs. Flat

A vertical organizational chart has a clear chain of command with a small group of leaders at the top—or in the center, in the case of a circular structure—and each subsequent tier has less authority and responsibility. As discussed below, functional, product-based, market-based and geographical organizational structures are vertical structures.

With a flat organization structure, a person may report to more than one person and there may be cross-department responsibilities and decision-making authority. The matrix organizational structure described below is an example of a flat structure.

Benefits of Creating an Organizational Structure

There are many benefits to creating an organizational structure that aligns with the company’s operations, goals and objectives. Clearly disseminating this information to employees:

• Provides accountability
• Clarifies expectations
• Documents criteria for promotion
• Designates decision-making authority
• Creates efficiency
• Fosters collaboration

Essential Elements of Clear Organizational Structure

Regardless of the special type of organizational structure you choose, it should have the following components:

• Chain of command
• Roles and responsibilities
• Scope of control
• Decision-making authority
• Departments or teams within the organization

Functional/Role-Based Structure

A functional—or role-based—structure is one of the most common organizational structures. This structure has centralized leadership and the vertical, hierarchical structure has clearly defined roles, job functions, chains of command and decision-making authority. A functional structure facilitates specialization, scalability and accountability. It also establishes clear expectations and has a well-defined chain of command. However, this structure runs the risk of being too confining and it can impede employee growth. It also has the potential for a lack of cross-department communication and collaboration.

Product- or Market-Based Structure

Along with the functional structure, the product- or market-based structure is hierarchical, vertical and centralized. However, instead of being structured around typical roles and job functions, it is structured around the company’s products or markets. This kind of structure can benefit companies that have several product lines or markets, but it can be challenging to scale. It can also foster inefficiency if product or market teams have similar functions, and without good communication across teams, companies run the risk of incompatibility among various product/market teams.

Geographical Structure

The geographical structure is a good option for companies with a broad geographic footprint in an industry where it is essential to be close to their customers and suppliers. The geographical structure enables the company to create bespoke organizational structures that align with the location’s culture, language and professional systems. From a broad perspective, it appears very similar to the product-based structure above.

Process-Based Structure

Similar to the functional structure, the process-based structure is structured in a way that follows a product’s or service’s life cycle. For instance, the structure can be broken down into R&D, product creation, order fulfillment, billing and customer services. This structure can foster efficiency, teamwork and specialization, but it can also create barriers between the teams if communication isn’t prioritized.

Matrix Structure

With a matrix organizational structure, there are multiple reporting obligations. For instance, a marketing specialist may have reporting obligations within the marketing and product teams. A matrix structure offers flexibility, enables shared resources and fosters collaboration within the company. However, the organizational structure can be complex, so it can cause confusion about accountability and communication, especially among new employees.

Circular Structure

Similar to the functional and product-based structure, a circular structure is also centralized and hierarchical, but instead of responsibility and decision-making authority flowing down vertically, responsibility and decision-making authority flow out from the center. A circular structure can promote communication and collaboration but can also be confusing, especially for new employees, because there is no clear chain of command.

Organic Structure

Unlike vertical structures, this structure facilitates communication between and among all staff. It is the most complex, but it can also be the most productive. Although it can be challenging to know who has ultimate decision-making authority, it can also foster a positive company culture because employees don’t feel like they have “superiors.” This structure can also be more cost-efficient because it reduces the need for middle managers.

There is no one “right” organizational structure. When deciding which structure will work best for your company, consider the following:

• Current roles and teams within the company. How are job functions currently organized? Does it foster communication and productivity? Does it impede or encourage employee growth?
• Your strategic plan. What are your company’s goals for the short-term and long-term?
• Feedback from employees, leadership and other stakeholders. What do those within your company say about how the company is structured? What feedback do you have from other stakeholders, such as customers and suppliers?
• Alignment. What structure will best support your strategic plans and address any feedback received?

What is the most common organizational structure?

A functional organizational structure is one of the most common organizational structures. If you are still determining what kind of structure to use, this organizational structure can be an excellent place to start.

What is the difference between an organizational structure and an organizational chart?

An organizational chart is a graphic that depicts the organizational structure. The chart may include job titles or it can be personalized to include names and photos.

What are the four types of organizational structures?

A functional—or role-based—structure is one of the most common organizational structures. The second type—the product- or market-based structure—is also hierarchical, vertical and centralized. Similar to these is the third structure—the process-based structure—which is structured in a way that follows a product’s or service’s life cycle. Lastly, the geographical structure is suitable for businesses with a broad geographic footprint.

• Best HR Software
• Best HCM Software
• Best HRIS Systems
• Best Employee Management Software
• Best Onboarding Software
• Best Talent Management Software
• Best HR Outsourcing Services
• Best Workforce Management Software
• Best Time And Attendance Software
• Best Employee Scheduling Software
• Best Employee Time Tracking Apps
• Best Free Time Tracking Apps
• Best Employee Training Software
• Best Employee Monitoring Software
• Best Enterprise Learning Management Systems
• Best Time Clock Software
• Best ERP Systems
• Zenefits Review
• Oracle HCM Review
• UKG Pro Review
• IntelliHR Review
• ADP Workforce Now Review
• ADP TotalSource Review
• SuccessFactors Review
• Connecteam Review
• What is Human Resources?
• Employee Benefits Guide
• What is Workforce Management?
• What is a PEO?
• What is Human Capital Management?
• HR Compliance Guide
• Strategic Human Resource Management
• Onboarding Checklist
• Benefits Administration Guide
• What Is Employee Training?
• Employee Development Plan
• 30-60-90 Day Plan Guide
• How To Calculate Overtime
• What Is Outplacement?
• New Hire Orientation Checklist
• HR Analytics Guide

Next Up In Business

• 10 Management Styles Of Effective Leaders
• Recruitment Process Outsourcing: The Ultimate Guide
• Attendance Policy Template
• What Is Rightsizing?
• Administrative Assistant Job Description
• What Are Voluntary Benefits?

How To Start A Print On Demand Business In 2024

HR For Small Businesses: The Ultimate Guide

How One Company Is Using AI To Transform Manufacturing

Not-For-Profit Vs. Nonprofit: What’s The Difference?

How To Develop an SEO Strategy in 2024

How To Make Money On Social Media in 2024

Christine is a non-practicing attorney, freelance writer, and author. She has written legal and marketing content and communications for a wide range of law firms for more than 15 years. She has also written extensively on parenting and current events for the website Scary Mommy. She earned her J.D. and B.A. from University of Wisconsin–Madison, and she lives in the Chicago area with her family.

• Search Close search
• Find a journal
• Search calls for papers
• Journal Suggester
• Open access publishing

We’re here to help

Find guidance on Author Services

Free access

Getting strategic about strategic planning research

• Cite this article
• https://doi.org/10.1080/14719037.2017.1285111

What is strategic about public-sector strategic planning?

The articles in the special issue, contemporary themes in the study of public-sector strategic planning and how the articles in the special issue contribute to the themes, how and why does strategic planning ‘work’ – or not, conclusions and an agenda for future research, acknowledgements, disclosure statement, additional information.

• Full Article
• Figures & data
• Reprints & Permissions
• View PDF PDF

This introduction to the special issue on strategic planning has four main parts. First comes a discussion of what makes public-sector strategic planning strategic . This discussion is meant to reduce confusion about what strategic planning is and is not. Next, we introduce in detail the five articles in the special issue and note their unique contributions to strategic planning research. Third, we provide a broad assessment of the current state of strategic planning research organized in terms of prominent themes in the literature and our assessment of how the articles address voids related to the themes. The themes are: how should strategic planning be conceptualized and defined? How should it be studied? How does strategic planning work, or not? What are the outcomes of strategic planning? What contributes to strategic planning success? Finally, we offer conclusions and an agenda for future research.

• Strategic planning
• strategic management
• performance

​​For the purposes of this special issue, we define strategic planning as a ‘deliberative, disciplined effort to produce fundamental decisions and actions that shape and guide what an organization (or other entity) is, what it does, and why’ (Bryson Citation 2011 , 7–9). Strategic planning that fits this definition is an increasingly common practice in governments around the world (Ferlie and Ongaro Citation 2015 ). It can be applied to organizations or parts of organizations; intra-organizational functions (e.g., finance or human resources); purpose-driven inter-organizational networks or collaborations designed to fulfil specific functions, such as transportation, health, education, or emergency services; and to places ranging from local to national to transnational (Bryson Citation 2011 ; Albrechts, Balducci, and Hillier, Citation 2016 ). Strategic planning can be and often is part of the broader practice of strategic management that links planning with implementation on an ongoing basis.

Bert George, Sebastian Desmidt, Eva Cools, and Anita Prinzie study how individuals’ styles of information processing affect both the perceived ease of use and usefulness of the strategic planning process, and how each in turn affects commitment to the strategic plan.

David Lee, Michael McGuire, and Jong Ho Kim explore empirically whether collaboratively developed strategic plans and specific plan designs make a difference in governmental efforts to reduce homelessness in US counties.

Jordan Tama explores factors that affect the purposes, design and conduct of high-level strategic planning reviews by US federal government agencies.

Åge Johnsen examines the impacts of strategic planning and management on perceived and objective performance measures in a large sample of Norwegian municipalities.

Denita Cepiku, Filippo Giordano, and Andrea Bonomi Savignon look at the planning and budgetary responses – strategic and otherwise – of fifteen Italian cities as a result of the global financial crisis that began in the United States in 2007.

Following this brief overview, we proceed in four sections. First, we discuss what makes public-sector strategic planning strategic . Our goal in this section is to reduce confusion in the literature about what strategic planning is and is not. Next, we introduce in more detail the articles in the special issue. Third, we provide a broad assessment of the current state of strategic planning research in terms of prominent themes and offer guidance on the extent to which the articles in the special issue address voids related to the themes. Finally, we offer conclusions and an agenda for future research.

The historic roots of public-sector strategic planning are mostly military and tied to statecraft, meaning the art of managing government affairs and involving the use of state power (Freedman Citation 2013 ). Starting in the 1960s, however, the development of the concepts, procedures, tools and practices of strategic planning has occurred primarily in the for-profit sector. Public-sector strategic planning got a serious start in the United States in the 1980s (e.g., Eadie Citation 1983 ) and later in other countries such as the United Kingdom, Australia, New Zealand, Canada, and elsewhere. This history has been documented by Mintzberg, Ahlstrand, and Lampel ( Citation 2009 ) and Ferlie and Ongaro ( Citation 2015 ).

In the for-profit literature, it is reasonably clear that strategic planning is undertaken to maximize enterprise-wide or sub-unit effectiveness in terms of profit, market share, and other business-related outcomes. In the public sector, achieving goal alignment, continuity of effort, and performance-related effectiveness are important reasons for undertaking strategic planning. In other words, strategic planning may be adopted in the public sector because users think it will help them decide what their organizations should be doing, why, and how (Bryson, Crosby, and Bryson Citation 2009 ).

Of course, there are other often complementary reasons why strategic planning has become an increasingly standard practice. One reason is accountability and compliance – as, for example, the law requiring US federal agencies to engage in strategic planning under the Government Performance and Results Act of 1993 (GPRA) and the Government Performance and Results Modernization Act of 2010 (GPRMA) (Radin Citation 2006 ; Tama Citation 2015 ). GPRA and GPRMA were congressional mandates premised on the belief that strategic planning would lead to better agency performance. Other reasons include faddishness or simple mimicry (Pfeffer and Sutton Citation 2006 ), the pressure of professional norms (DiMaggio and Powell Citation 1983 ; Tama Citation 2015 ), prior relationships and experience with potential strategic planning participants (Percoco Citation 2016 ), as well as more political reasons. These political motivations can include a desire to strengthen the control of political leaders over an organization’s units and personnel or to enhance an organization’s external legitimacy or support (Tama, this issue).

Clarification of values or objectives distinct from and usually prerequisite to empirical analysis of alternative policies.

Policy-formulation is therefore approached through means-end analysis: First the ends are isolated, then the means to achieve them are sought.

The test of a ‘good’ policy is that it can be shown to be the most appropriate means to desired ends.

Analysis is comprehensive; every important relevant factor is taken into account.

Theory [meaning pre-existing theory] is often heavily relied upon.

Selection of value goals and empirical analysis of the needed action are not distinct from one another but are closely intertwined.

Since means and ends are not distinct, [formal] means-end analysis is often inappropriate or limited.

The test of a ‘good’ policy is typically that various analysts find themselves directly agreeing on a policy (without their agreeing that it is the most appropriate means to an agreed objective).

Important possible outcomes are neglected.

Important alternative potential policies are neglected.

Important affected values are neglected.

A succession of comparisons greatly reduces or eliminates reliance on theory [and instead embodies learning by doing].

Public-sector strategic planning approaches in both theory and practice can and do range between the root and branch methods. In other words, strategic planning is not a single thing, but instead consists of a set of concepts, procedures, tools, and practices that combine in different ways to create a variety of approaches to being strategic. Formal strategic planning in some circumstances may resemble the ‘root’ method, but branch or incremental methods are very often required due to the presence of so many stakeholders with a multiplicity of goals and conflicting accountabilities, relative to commercial firms and nonprofit organizations. In this more complex environment, stakeholders disagree over how goals and strategies should be ordered. Accountabilities are also often diffuse and conflicting, in part because public managers cannot resort to the measurement elegance of ‘maximizing shareholder value’. As a result, public managers employ strategic planning approaches besides what is often called formal strategic planning (Bryson and Roering Citation 1987 ; Bryson and Edwards, Citation forthcoming ​​). These include, for example, logical incrementalism, which is incrementalism guided by an overall sense of strategic direction (Quinn Citation 1980 ); and a hybrid approach that combines formal strategic planning with logical incrementalism (Poister, Pasha, and Edwards, Citation 2013 ​​).

Close attention to the particulars of context, including the decision-making context, when designing the strategic planning approach.

Careful thinking about purposes, goals, and situational requirements (e.g., political, legal, administrative, ethical, and environmental requirements).

An initial focus on a broad agenda and later moving to a more selective action orientation.

An emphasis on systems thinking; that is, working to understand the dynamics of the overall system being planned for as it functions – or ideally should function – across space and time, including the interrelationships among constituent subsystems.

Careful attention to stakeholders, including elected, appointed, and career officials – in effect making strategic planning an approach to the practical politics of gaining legitimacy, buy-in, and credible commitments; typically multiple levels of government and multiple sectors are explicitly or implicitly involved in the process of strategy formulation and implementation.

A focus on strengths, weaknesses, opportunities and threats, as well as competitive and collaborative capabilities and advantages.

A focus on the future and how different strategies might be used to influence it.

Careful attention to implementation challenges as strategies are formulated; strategy that cannot be operationalized effectively to fit the implementation context is hardly strategic.

A clear realization that strategies are both deliberately set in advance and emergent in practice.

In short, public-sector planning is strategic when given the context participants have a clear recognition of, and desire to stabilize, what should be stabilized, while maintaining appropriate flexibility in terms of goals, policies, strategies, and processes to manage complexity, take advantage of important opportunities, and advance resilience and sustainability in the face of an uncertain future. In both theory and practice, different public-sector strategic planning approaches would have different profiles across the dimensions. (Note that the same dimensions of strategic-ness are also applicable to for-profit and not-for-profit strategic planning; what differs, as noted, is the governmental context, including the typically more complex stakeholder and accountability environments.)

The above list is informed by recent scholarship and therefore differs in important ways from Lindblom’s essentially a political root method by including an emphasis on context, stakeholders, politics, alternative future scenarios, decision making, and implementation, among other items. It is important to recognize that the effectiveness of different approaches to strategic planning will vary depending on their incorporation of the features noted above and the context of application.

The underlying hypothesis guiding research and much practice in this area is that planning by public-sector organizations that is more rather than less strategic will generally lead to better outcomes and improved performance. Two issues, however, become immediately obvious: First, how does one operationally assess the ‘strategic-ness’ of the planning, and second, what effects do different levels of ‘strategic-ness’ have on results of various kinds? Unfortunately, there is a dearth of empirical research on public-sector strategic planning and its connection with implementation and performance – especially with regard to determining the impacts, if any, that different levels of strategic-ness have in different contexts on strategy implementation and organizational performance (e.g., Bryson, Berry, and Yang Citation 2010 ; Poister, Pitts, and Edwards Citation 2010 ; Poister Citation 2010 ; George and Desmidt Citation 2014 ).

While research results are rather mixed, across a variety of methodologies and cases they generally show positive and typically reliable relationships between planning (though again, how strategic is not always clear) and strategy implementation and performance (e.g., Andrews et al. Citation 2012 ; Borins Citation 2014 ; Walker and Andrews, Citation 2015 ​​; Elbanna, Andrews, and Pollanen Citation 2016 ). The size of the effect varies considerably from study to study. The result is a paucity of understanding about what works, how, and why under different conditions, and the extent to which there is variance by context and circumstances. This special issue strives to address those deficiencies and move the field of theory development and practice forward.

As noted, the five articles in this special issue on strategic planning cover a wide variety of questions about factors that affect strategic planning efforts and the results of those efforts on outcomes. We discuss each in turn.

Cognitive styles, user acceptance, and commitment to strategic plans in public organizations: an empirical analysis

Bert George, Sebastian Desmidt, Eva Cools, and Anita Prinzie study how individuals’ different styles of information processing affect perceived ease of use and usefulness of strategic planning processes, and how each of these differences affects commitment to an organization’s strategic plan. Their data come from questionnaires filled out by a large number of planning team members from municipalities in the Flemish region of Belgium.

The authors use the three-dimensional Cognitive Style Indicator (CoSI) model of Cools and Van den Broek ( Citation 2007 )​​, which distinguishes between creating, knowing and planning cognitive styles. As the authors note, ‘people scoring high on the creating style tend to make decisions primarily based on intuition or gut feeling. Creators search for renewal, see problems as opportunities, and feel comfortable in situations of uncertainty and freedom’. People scoring high on the knowing style ‘have strong analytical skills, are proficient in logical reasoning and search for accuracy. Knowers like to make informed decisions on the basis of a thorough analysis of facts and logical and rational arguments’. Finally, people scoring high on the planning style are ‘attracted by structure and prefer a well-organized environment. Planners like to make decisions in a structured, systematic way and are concerned with the efficiency of the process’.

The authors hypothesize that higher scores on each cognitive style will be associated with higher perceived ease of use and usefulness of the strategic planning process. In turn, they hypothesize that perceived ease of use and usefulness of the strategic planning process will be positively related to commitment to the strategic plan. They find through structural equation analysis that a creative planning style significantly increases perceived ease of use and usefulness of the strategic planning process. A knowing style has no significant similar direct effect on either perception about strategic planning. And a planning style increases perceived usefulness of the strategic planning process, but not perceived ease of use. In turn, perceived usefulness of the strategic planning process significantly increases commitment to the plan, while perceived ease of use does not.

This article makes two very important contributions. First, little research has been done on how information processing styles affect perceptions of the strategic planning process or commitment to plans. While advocates of strategic planning emphasize the importance of the process for enhancing strategic thinking, we know little about the actual process of participants’ thinking that goes into strategic planning. This article helps fill some of that gap, and also indicates, which kinds of information processing – that is, cognitive styles – might be helpful and which are not. This also helps us better understand more about how individuals – and particularly those in leadership positions – can help or hinder strategic planning.

Second, the authors demonstrate that the creative cognitive style is highly related to more positive perceptions of strategic planning. This finding is particularly interesting given the widely held view that strategic planning is typically too formal, rigid, and analytic to be useful. If creative individuals are more likely to see strategic planning positively, this may indicate that they may be good candidates as participants in and leaders of strategic planning efforts. The authors also found that those who perceive that strategic planning is useful – those with creating and planning styles – are also more likely to be committed to planning. Rather surprisingly, the perception that strategic planning is easy to use did not affect commitment. The implication is that if commitment to a strategic plan is important, then strategic planning should be undertaken only when it can serve some useful purpose; otherwise, and unsurprisingly, any resulting strategic plan will likely have little impact. Future research should consider building on the findings presented here and incorporate additional individual and team measures related to emotional intelligence (e.g., Petrides Citation 2009 ) and political astuteness (Hartley, Alford, and Hughes Citation 2015 ).

Collaboration, strategic plans, and government performance: the case of efforts to reduce homelessness

David Lee, Michael McGuire, and Jong Ho Kim explore empirically the linkages between collaboratively developed strategic plans, plan designs, and governmental effort to reduce homelessness in US counties. Using a mixed-method, 10-year-long panel design involving 145 county-level strategic plans from 124 county governments (out of 208 relevant countries), they find three things. First, having a strategic plan, rather than not having one, can mean many more beds for homeless people. Second, a ‘more robust strategic plan’ as measured by the number of components in the plan’s design is significantly and positively associated with a greater number of beds. Third, collaboration among stakeholders increases the number of components in the design of the plan, which, as noted, leads to increases in the number of beds. In short, beds for the homeless increase with greater diversity of participation in the planning process and the resulting richer plan designs.

This article makes several major contributions, in addition to the specific findings noted above. First, in an era of increasing collaboration, collaborative strategic planning makes sense and is possible. The authors are not alone in making this point, but supporting empirical work is thin at present. The article’s solid, longitudinal, mixed-method design is appropriate and strengthens the empirical findings. Second, the authors find that the actual design and details of strategic plans matter. Perhaps that should be obvious, but remarkably there is a scarcity of evidence that it does. And third, the article shows that strategic planning can help address what are often thought of as intractable social and economic problems, in this case homelessness. This is particularly important as public management scholars learn more about the impact of collaboration on management practices and how those practices can help improve the outcomes associated with collaborative efforts.

In future research of this kind, it is important for scholars to examine the actual mechanisms that link the strategic planning processes and plans to the actual outcomes. For example, exactly how do increased collaboration and plan components work to improve performance outcomes? Lee, McGuire, and Kim’s fine contribution helps draw attention to the importance of that question.

How an agency’s responsibilities and political context shape government strategic planning: evidence from US Federal agency quadrennial reviews

Jordan Tama explores factors that affect the purposes, design and conduct of high-level strategic reviews by government agencies. He explores via extensive interviews and document analyses the plausibility of four propositions regarding the design and implementation of quadrennial strategic reviews in three US federal security-related agencies: the Department of Defense, the Department of Homeland Security, and the Department of State. The quadrennial reviews are mandated by Congress for the first two, while the Department of State has conducted its review in the absence of a legislative mandate. Tama proposes that a review is: (1) ‘more likely to focus on the formulation of general principles if the agency relies heavily on collaboration; (2) more likely to involve intensive analytical processes if the agency is highly dependent on capital investments; (3) more likely to feature reforms designed to increase the agency’s clout if the agency has weak political influence; and (4) more likely to be carried out in a manner that suits the needs of agency officials if it is not required by law’. In general, the empirical data involving archival analysis and interviews supports the propositions, although support for the last is not as strong as for the first three.

Tama’s research is significant because it is among the few that examines in a rich, qualitative, comparative case study the effects of the context and the purposes of strategic reviews – a particular kind of strategic planning exercise – on the actual conduct of those reviews, for example, who was involved and how, kinds of analyses undertaken, etc. This study is also among the few efforts to examine the strategic planning processes of major US federal agencies and their explicitly political nature (e.g., Barzelay and Campbell Citation 2003 ). Tama’s article thus helps advance work on the practice and politics of strategic planning and demonstrates the advantages of in-depth comparative case analyses. His work also signals the need in future studies to dig deeper into uncovering the actual mechanisms that link planning processes to intermediate and longer term effects, both desired and unintended.

Impacts of strategic planning and management in municipal government; an analysis of subjective survey and objective production and efficiency measures in Norway

The article by Åge Johnsen is the first of two in this special issue to look in more detail at how strategic planning fits into an overall process of strategic management. Johnsen looks at the impacts of strategic planning and management on perceived and objective performance measures in a large sample of Norwegian municipalities. He is also concerned with the impacts of strategy content and stakeholder involvement on perceived and actual performance.

Johnsen creates a strategic planning and management index that consists of measures related to strategic planning, allocating resources and budgeting, performance assessments, and performance measurement and evaluation. He also creates an index of the impacts of strategic planning and management that factors into four components, including impacts on the management of goals, people, operations, and external relations. He makes use of strategy content measures for ‘prospectors’ and ‘defenders’ derived from Miles and Snow ( Citation 1978 ) and adapted by Andrews, Boyne, and Walker ( Citation 2006 ). Prospectors search for new opportunities and are innovators, while defenders focus on their core business and emphasize control and technical efficiency. Johnsen develops an index of stakeholder involvement that in total is weighted towards involvements of municipal elected and appointed officials. Finally, he develops indices of perceived and objective performance.

Johnsen examines five hypotheses: that higher scores on the strategic planning and management index will lead to increases in perceived and actual performance (H1 and H2), that defenders and prospectors will have good performance (H3 and H4), and that higher stakeholder involvement will lead to good performance. The results are mixed. Strategic planning and management increase perceived performance, but not objective performance as operationalized and measured. A defender strategy increases perceived performance, but not objective performance; while a prospector strategy increases neither one. Finally, increased stakeholder involvement has a positive impact on perceived management of external relations and an objective summary ‘production’ index across a wide range of municipal services. The summary index includes performance-related measures in education, health care, child care, social services, and culture services.

Johnsen offers an insightful discussion about why these results might have occurred, and especially the disjunction between impacts on perceived performance and objective performance indices. One important possibility is that very different kinds of performance are being measured. Specifically, responses about perceived performance may be measuring results affecting management processes and not actual production. Further, there clearly may be lag effects between improved management processes and actual production. Finally, and intriguingly, the causation may be reversed, in that performance may be a cause, not just a result, of improved strategic planning and management, a causal direction not tested in the study.

Johnsen makes another important contribution by expanding previous work to a context outside of the United States and United Kingdom. We cannot assume that findings about the impact of strategic planning and management are generalizable across the globe between different nations and kinds of organizations with different purposes. Johnsen’s article, for example, demonstrates that some findings for transit agencies in the US (Pasha, Poister, and Edwards Citation 2015 ) and municipalities in different areas of Great Britain (Andrews, Boyne, and Walker Citation 2006 ​​) do not hold for municipalities in Norway. This article also contributes to the literature by further exploring the combined impact of strategic planning, strategy content, and stakeholder involvement on organizational performance in a different context.

Finally, Johnsen’s work also draws attention to the need for future research to explore the actual mechanisms that lead to perceived and objective performance results, especially in feedback-rich environments. Research methodologies that allow for feedback effects will be needed to understand those mechanisms and the ways in which good strategic planning and management can both cause and result from performance, Simple linear models will capture only some of the reality in feedback-rich environments.

Does strategy rhyme with austerity?

The final article by Denita Cepiku, Filippo Giordano, and Andrea Bonomi Savignon looks at connections of strategic planning with financial management by the fifteen largest Italian cities in the context of the global financial crisis that began in the United States in 2007. The authors link two existing literatures: one on the predicted effects of austerity on the type of decision-making practices cities will follow – in this case, strategic planning practices – and the other on the predicted effects of the types of strategic planning practices pursued and their effectiveness as part of a crisis management strategy.

The authors distinguish among five types of decision-making approaches. The approaches are: formal strategic planning, logical incrementalism, a blending of formal strategic planning and logical incrementalism, incrementalism (especially in the form of decremental across-the-board cuts), and simple inertia, or a continuation on the same non-strategic path as before. As noted in our discussion of what makes strategic planning strategic, the first three can count as strategic responses to the crisis, while the latter two cannot.

The literature on austerity posits three responses to financial crises: the abandonment of formal strategic planning in favour of decrementalism, a move from decremental cuts to formal strategic planning as a crisis continues, or a mixture of responses, including the two previous responses, rhetoric alone, or inertia. The literature on strategic planning posits that formal strategic planning, logical incrementalism, or an approach combining the two would produce better results than decrementalism, rhetoric alone, or inertia.

The authors analysed each city’s strategic plans and financial documents for the period 2011–2013 to determine how each city strategized following the crisis. Of the fifteen cities, one used formal strategic planning, three used logical incrementalism, none used a blended approach, seven followed an incremental approach, and four relied on inertia. Basically – and in contrast to predictions in the literature – it appears that cities did not change their planning behaviour during the crisis in that they continued to plan (or not) as they had before the crisis. As the authors note, in general ‘strategic planning is not the place where the crisis is analysed and addressed’. It was more difficult to uncover the effects on financial outcomes of the different planning approaches. The authors suggest that this is for two reasons. First, it may simply be too early to determine the impact of planning. Second, what the authors call ‘the great weight of politics’ and established patterns may make responding to the crisis in a strategic way via targeted budget cuts, investments,  and tax increases simply too difficult to accomplish; as a result, incremental and inertial approaches prevail.

These authors also make significant contributions. First, they join two literatures that mostly have been disconnected. Second, they like Johnsen explore strategic planning in a different context than has been typical – in this case in the wake of the financial crisis and in Italy. Third, they like Tama bring politics much more to the fore; in doing so, they draw attention to the limits of strategic planning. And fourth, they demonstrate that ‘cities characterized by a better quality of strategic planning [as measured by the content of their strategic planning documents] seem to display a more responsible – although not a properly strategic – behaviour’ in terms of responding to the crisis, as measured by tax increases and allocations to reduce budget shortfalls, and investments likely to pay off in the future, than do cities that rely on incrementalism or inertia.

Like Lee, McGuire, and Kim, the authors show the importance of taking strategic plans seriously. Like Tama, the authors demonstrate the merits of comparative case study analyses. Like Johnsen, the authors emphasize the importance of using the right time lags to measure performance. Like the other authors’ work in the special issue, theirs draws attention to the need for future research to explore the actual mechanisms that lead from different kinds of strategic (and non-strategic) planning to different kinds of performance.

Studies of public-sector strategic planning reveal a number of themes. This section notes the themes and notes how the articles in the special issue relate to them.

How should strategic planning be conceptualized and defined?

The first theme concerns how strategic planning is conceptualized and defined. Often strategic planning is defined and operationalized in procedural terms. Pasha, Poister, and Edwards ( Citation 2015 , 5) are representative of this convention when they say formal (note the adjective) strategic planning is ‘a rational-comprehensive approach to strategy formulation that uses a systematic process with specific steps such as external and internal assessments, goal setting, analysis, evaluation and action planning to ensure long-term vitality and effectiveness of the organization’. Much of the negative critique of formal strategic planning has centred on the procedural approach to strategic planning. For example, Mintzberg ( Citation 1994 ; Mintzberg, Ahlstrand and Lampel, Citation 2009 , 49–84) by definition limits strategic planning to a formalized, rigid, highly analytic, staff-driven exercise. He then concludes that strategic planning, so defined, does not work very well.

As we noted earlier, strategic planning approaches can take that form, but there are many other less formal, less rigid, less highly analytic and staff-driven approaches. The critique notwithstanding, rational planning in practice – which can vary in how formal and strategic it is – has been shown to have generally positive effects on performance in a variety of studies. Indeed, Lee, McGuire, and Kim find such a positive effect for collaborative strategic planning, meaning joint strategic planning by more than one organization. Similarly, Johnsen finds that strategic planning in combination with other management practices positively impacts perceived performance outcomes, but does not find a similar impact on objective measures. In a manner complementary to that of Lee et al., Johnsen also finds that greater involvement of stakeholders leads to higher objective performance on an index that summarizes results across an array of services. Cepiku, Giordano, and Savignon also find that cities characterized by a better quality of strategic planning seem to display behaviour in response to the financial crisis that more directly addresses budget shortfalls and need for investments.

Alternatively, strategic planning may be defined in functional terms. For example, as noted in the introduction, Bryson ( Citation 2011 , 6–7) defines strategic planning as a ‘deliberative, disciplined effort to produce fundamental decisions and actions that define what an organization (or other entity) does, and why it does it’. Defined in this manner, strategic planning consists of a set or family of concepts, procedures, tools, and practices meant to help decision makers and other stakeholders address what is truly important for their organizations and/or places. The set includes a variety of different approaches that vary in their purposes; formality; temporal horizon; comprehensiveness; organizational, inter-organizational, and/or geographic focus; emphasis on data and analysis; extent of participation; locus of decision-making; connection to implementation; and so on. Successful use of strategic planning is thus dependent on which approach is used, for what purposes, in what context (Bryson, Berry, and Yang Citation 2010 ; Ferlie and Ongaro Citation 2015 ).

All of the authors in this special issue either explicitly or implicitly define strategic planning in functional terms. This helpfully prompts attention to and appreciation for the differing approaches to being strategic. This advantage is particularly apparent in both George et al.’s and Cepiku et al.’s contributions. Had George et al. limited strategic planning by definition to its highly formal procedural form, they would not have hypothesized that a creative learning style would be positively associated with the ease of use and usefulness of strategic planning and subsequent increased commitment to the strategic plan. Indeed, they would have had trouble finding a good explanation for the finding. Had Cepiku et al. limited their definition of strategic planning to its highly formal procedural form, they would have missed important ways in which Italian cities acted strategically. As they noted, cities with better strategic planning – including approaches beyond formal strategic planning – appear to have experienced improved budgetary outcomes in response to the financial crisis.

How should strategic planning be studied?

An important methodological distinction is between variance studies and process studies (Poole et al. Citation 2000 ). In variance studies, public-sector strategic planning is essentially treated as a routine or practice that is a fixed object, not a generative system comprised of many interacting and changeable parts. Variance studies typically assume that strategic planning is an intermediary , to use Latour’s ( Citation 2005 , 58) term, meaning the planning itself is essentially invariant and merely the transporter of a cause from inputs to outputs. Inputs, in other words, are assumed to predict outputs fairly well as long as the ‘transporter’ is transporting (Bryson, Crosby, and Bryson Citation 2009 ).

Studies of strategic planning in government do report mixed results. As noted earlier, the majority of variance studies of public strategic planning that have used linear regression methodologies, have generally found positive, though not necessarily large, effects (e.g., Borins, Citation 2014 ; Boyne and Gould-Williams Citation 2003 ; Andrews, Boyne, and Walker Citation 2006 ; Meier et al. Citation 2007 ; Andrews et al. Citation 2012 ; and Elbanna, Andrews, and Pollanen Citation 2016 ). In this special issue the articles by George et al.; Lee, McGuire, and Kim; and Johnsen are variance studies.

Process studies, in contrast, generally assume that the key to understanding the effectiveness (or not) of strategic planning may lie in seeing it as a complex longitudinal process approach to knowing and acting (Mintzberg Citation 2007 ; Ferlie and Ongaro Citation 2015 ). In the process organizational (or multi-organizational) stakeholders engage with one another in a series of associations and performances over time to explore and ultimately agree on and implement answers to a series of Socratic questions. These include: what might or should we be doing? How might or should we do it? What purposes or goals would be served by doing it? And how can we be sure we are doing what we agreed we ought to do, and that we are achieving the effects we want? Various practices (e.g., workshops) and artefacts (e.g., mission and vision statements, background studies, strategy exercises) typically play prominent roles. In this, special issue the studies by Tama and Cepiku, Giordano, and Savignon are part variance and part process studies, but the emphasis is more on variance aspects.

Few studies of public-sector strategic planning have taken a detailed process approach (Jarzabkowski and Fenton Citation 2006 ; Jarzabkowski and Spee Citation 2009 ; Ferlie and Ongaro Citation 2015 ). Exceptions include Wheeland ( Citation 2004 ) and Bryson, Crosby, and Bryson ( Citation 2009 ). The latter authors traced strategic planning as a complex cognitive, behavioural, social, and political practice in which thinking, acting, learning, and knowing matter, and in which some associations are reinforced, others are created, and still others are dropped in the process of formulating and implementing strategies and plans. They show that terms like process steps; planners; stakeholder analyses; strategic plans; and mission, vision, goals, strategies, actions, and performance indicators are all relevant to any study of strategic planning in practice, but not as rigidly defined terms. In short, these authors sought to understand how these terms are enacted in practice and what that meant for understanding strategic planning as a way of knowing that is consequential for organizational performance.

Our view is that the field will be advanced by pursuing a range of variance and process studies. Variance studies can show in the aggregate what works and what does not, as for example in the George et al., Lee et al., and Johnsen contributions. Detailed process studies, and especially comparative, longitudinal case studies, can help show how strategic planning works. Tama’s contribution, and to a lesser extent Cepiku, et al.’s contribution help unpack the ‘how’ question by using methods that get closer to the actual practice of strategic planning on the ground, as opposed to approaches that abstract practice into variables scores against pre-defined scales. In particular, much more knowledge is needed about the actual process design features and social mechanisms that lead to strategic planning success (or not) (Mayntz Citation 2004 ; Bryson Citation 2010 ). Barzelay and Campbell ( Citation 2003 ) and  Barzelay and Jacobsen ( Citation 2009 ) are among the few studies to actually focus on the importance of process design features and social mechanisms for strategic planning. Additionally, more work is needed on the roles that boundary objects (Carlile Citation 2002 , Citation 2004 ), boundary spanning practices (Quick and Feldm Citation 2014 ), strategic plans (Lee, McGuire, and Kim, this issue), and various tools and techniques (e.g., Bryson Citation 2011 ) do or can play in fostering successful strategic planning.

How strategic planning is conceptualized and studied will have a dramatic effect on assessments of how well it does or does not work, and why (Poole et al. Citation 2000 ). In variance studies, particular variables are seen as uniform and consistent causes over time that produce particular effects. This corresponds to Aristotle’s notion of efficient causation, or what causation typically means in scientific research. But planning is a purposive activity, which implies what Aristotle calls final causation, in which the end purpose (telos) of an action or process is the cause for which it is done, as in ‘rallying around a cause’ (Falcon Citation 2015 ​​; Pollitt Citation 2013 , 42–42). To the extent that strategic planning involves purpose-driven action (in which purposes may change over time), teleological explanations are apt. Both types of causation would appear to be very relevant to strategic planning research. Footnote 1

George et al.; Lee, McGuire, and Kim; and Johnsen pursue causal explanations as they are normally understood, meaning efficient causation – although they also recognize that purpose-driven human beings are involved. Tama and Cepiku, Giordano, and Savignon mix efficient and final causal explanations. Tama’s research in particular highlights that actors behave strategically in pursuit of their individual and organizational purposes.

Additionally, in keeping with a strong thread in the literature, all of the special issue authors see strategic planning as embedded in particular contexts. In the variance studies, context is controlled for as best it can be. After controlling for various demographic factors, George, et al. find different information processing styles affect perceptions of both ease of use and the usefulness of the strategic planning process. Perceived usefulness then has a positive impact on commitment to the strategic plan. After controlling for aspects of context, Lee, McGuire, and Kim find a significant positive link between aspects of the process of developing a strategic plan and the plan’s design and performance. Johnsen also controls for features of context and finds that the process of strategic planning and management has direct links to perceived effectiveness, but no apparent direct effect on more objective indices of performance. Tama, in his more qualitative study, finds a number of contextual contingencies that affect the purpose, design, and conduct of US federal agency quadrennial strategic reviews and the indirect results of these reviews. Aspects of context significantly affect the interpretations Cepiku, Giordano, and Savignon offer for why they find the results they do on types of planning pursued by Italian cities in response to the financial crisis and links (or not) of the planning to resource allocations.

What are the outcomes of strategic planning?

Most studies of public-sector strategic planning have focused on performance outcomes, and especially target achievement, efficiency, and effectiveness. As noted earlier, in terms of these outcomes, strategic planning generally seems to have a beneficial effect. Some students have found that perceptions of improved performance are linked to strategic planning (e.g., Poister and Streib Citation 2005 ; Ugboro, Obeng, and Spann Citation 2010 ; Elbanna, Andrews, and Pollanen Citation 2016 ). Others have avoided common source bias and perceptions of performance by connecting secondary performance measures with survey data (e.g., Andrews et al. Citation 2009 ; Walker et al. Citation 2010 ; Poister, Edwards, and Pasha Citation 2013 ). Lee et al., in this issue find positive causal links between collaborative strategic planning and more robust strategic planning designs and performance as measured by beds available for homeless persons. Johnsen in this issue includes perceptual and objective data in his research and finds positive connections between strategic planning and management and perceptions of success, but no significant links with the objective performance data. Cepiku et al. find that Italian cities with a better quality of strategic planning seem to display a more responsible approach to budgeting in the face of the financial crisis.

Poister, Pitts, and Edwards ( Citation 2010 ) and Poister, Edwards, and Pasha ( Citation 2013 ), however, have argued persuasively that the link between strategic planning and performance needs further investigation. The mixed findings found in the research are likely due to a number of factors. First, performance in the public sector is notoriously hard to operationalize. This task can be very difficult in municipal and state governments, where departments and agencies have different purposes and different measures of performance. Beyond that, one could argue that the measurement difficulty varies by the complexity of the products and services that government is involved with. For example, measurement is easier in a service like trash collection compared to mental health services (Brown, Potoski, and Van Slyke Citation 2016 ). Second, many different types of performance outcomes should be taken into account (Poister, Aristigueta, and Hall Citation 2015 ​​; Bryson, Crosby, and Bloomberg Citation 2015 ). And third, there are likely to be a variety of direct and indirect links between strategic planning and performance.

Some studies have emphasized the importance of intermediate outcomes, such as participation (e.g., Lee, McGuire, and Kim in this issue), commitment to the plan (e.g., George et al., in this issue) visioning (e.g., Helling Citation 1998 ), situated learning (e.g., Vigar Citation 2006 ), and communication and conflict management strategies (e.g., Bryson and Bromiley Citation 1993 ). Additional outcomes in this issue include the results of strategic reviews in the US government agencies (Tama) and budget allocations in Italian cities (Cepiku, Giordano, and Savignon). Unfortunately, very few studies, including those in this special issue, have focused on equity, social justice, transparency, legitimacy, accountability, or the broader array of public values (Cook et al. Citation 2015 ​​; Beck Jorgensen and Bozeman Citation 2007 ). Clearly, attending to a range of outcomes and how they are produced would be very helpful.

What contributes to strategic planning success?

Research indicates that organizations can face significant barriers before and during strategic planning that can potentially outweigh any benefits. First, public sector organizations need to build the necessary capacity to do strategic planning. The skills and resources to do strategic planning in the public sector should match the complexity of the processes and practices involved (Poister and Streib Citation 2005 ). Necessary resources include, for example, financial capacity (Boyne et al. Citation 2004 ; Wheeland Citation 2004 ), knowledge about strategic planning (Hendrick Citation 2003 ), and the capability to gather and analyse data and to judge between potential solutions (Streib and Poister Citation 1990 ).

Additionally, leadership of different kinds is needed in order to engage in effective strategic planning. Process sponsors have the authority, power, and resources to initiate and sustain the process. Process champions are needed to help manage the day-to-day process (Bryson Citation 2011 ). Transformational practices by sponsors and champions, as well as the groups they engage appear to help energize participants, enhance public service motivation, increase mission valence, and encourage performance information use (e.g., Moynihan, Pandey, and Wright Citation 2013 ), all of which are important for strategic planning.

Research in this special issue builds on these findings. George et al. find that planning participants with certain cognitive styles are more committed to the strategic planning process in Flemish municipalities. Lee et al. find that collaboration and strategic plan design contribute to better performance. Tama finds that external political support makes a big difference in how strategic reviews are designed and conducted. Johnsen integrates strategic planning with strategic management and finds the components that strategic management adds increase perceived outcomes. Finally, Cepiku et al. argue that a tradition of good management, including the use of strategic planning, helps produce more desirable results.

Broad participation generally can also improve the process, as well as the resulting plan by giving various stakeholders a sense of ownership and commitment. We know that different perspectives can enrich any analyses and the eventual implementation of the plan (Burby Citation 2003 ; Bryson Citation 2011 ). Several studies demonstrate that citizens can help throughout the process by educating government staff about issues and contributing positively to more effective decision-making about solutions (Blair Citation 2004 ). Including citizens has the additional benefit of reducing citizen cynicism about government (Kissler et al. Citation 1998 ). Similarly, employees from all levels of the organization may need to be included in strategic planning for their input and knowledge about their respective areas of the organization (Wheeland Citation 2004 ; Donald, Lyons, and Tribbey Citation 2001 ). In this issue, Johnsen’s study of Norwegian municipal governments reveals that increased stakeholder involvement – including by elected, appointed, and career officials, and external stakeholders – has positive effects on objectively measured overall organizational performance.

That said, we also know that there is great variation in how stakeholders are included, and at least two studies show that participation of key stakeholders (internal and external) often remains shallow and elitist (Vigar et al. Citation 2006 ​​; Vidyarthi, Hoch, and Basmajian Citation 2013 ). Moreover, inclusion and broad stakeholder participation may not always make sense (Thomas Citation 1995 ). We are not aware of any strategic planning studies indicating when it might be advisable not to include stakeholders in public-sector strategic planning. Future studies on this topic would greatly contribute to a current deficit in the broader literature.

Finally, integration with other strategic management practices can improve strategic planning’s usefulness. Poister ( Citation 2010 ) writes that integrating strategic planning and performance management more closely will likely improve performance. Johnsen’s study in this issue finds positive links between strategic planning and management and perceived organizational performance, though no significant links to objective measures of performance. In other research, Kissler et al. ( Citation 1998 ) found that this link improved the strategic planning for the US state of Ohio because planners had a better idea of where the state stood in terms of social and financial performance. Plan implementation also improved because plan progress was linked to measurable outcomes making it easier to monitor progress. However, performance is not the only area for integration. We also know that strategic planning should be integrated with budgeting, human resource management, and information technology management, although exactly how is unclear. One survey of local government practices in the United States found that many governments do some integration between strategic planning and other resource management practices but are not very sophisticated in how they do it (Poister and Streib Citation 2005 ). That said, there is evidence that strategic planning can help inform budgetary and human capital allocation (Berry and Wechsler Citation 1995 ; Cepiku et al., this issue).

Strategic planning in the public sector increasingly has been institutionalized as a fairly common practice at all levels of government in the United States and several other countries. There is also reasonable agreement on what it means to be strategic when it comes to planning, and researchers have found reasonably good evidence that public-sector strategic planning generally helps produce desirable outcomes. Yet researchers have only begun to understand why and how strategic planning can be beneficial.

Based on the state of current research, what would a strategically informed agenda for strategic planning research look like? We start with some observations. First, it is important to emphasize that public-sector strategic planning is not one thing, but is instead a set of concepts, procedures, tools, and practices that must be applied sensitively and contingently in specific situations if the presumed benefits of strategic planning are to be realized. In other words, there are a variety of generic approaches to strategic planning, the boundaries between them are not necessarily clear, and strategic planning in practice typically is a hybrid. In addition, it is unclear how best to conceptualize context and match processes to context in order to produce desirable outcomes. For example, should context be viewed as a backdrop for action or as actually constitutive of action (Ferlie and Ongaro Citation 2015 , 121–165)?

Second, because planning must attend to context in order to be strategic, approaches to strategic planning may be represented as generic in form, but in practice are likely to be highly contingent (Ferlie and Ongaro Citation 2015 , 123). Third, researchers should define strategic planning in functional rather than procedural ways, in order not to settle by definition what should be empirical questions, and so as not to be blinded to the array of approaches through which planning can be strategic. And fourth, we need a much better elaborated theory about the potential links from context to strategic planning to implementation and performance (Poister, Aristigueta, and Hall Citation 2015 ​​; Andrews et al. Citation 2012 ; Sandfort and Moulton Citation 2015 ).

How best can the dimensions of strategic-ness be operationalized and their effects explored?

Strategic planning is meant to foster strategic thinking, acting, and learning, so what are these, and how can we study them, their antecedents and their effects?

What are the important dimensions of internal and external context that make a difference for strategic planning, and which approaches are likely to work best, how and why, given the context? In what ways do internal and external stability or change in these dimensions make a difference?

What difference does it make whether strategic planning is applied to organizations, subunits of organizations, cross-boundary functions, collaborations, or places?

How should the approach to strategic planning vary depending on the policy field in which it is applied and kind of issue being addressed? For example, what difference does it make if the policy area is education, health, public safety, transportation, or something else (Sandfort and Moulton Citation 2015 )? What difference does it make if the issues are simple, complicated, complex, or wicked (Patton Citation 2010 )?

What kinds of resources (e.g., leadership, facilitation, staffing, technical support, political support, and competencies and skills) are needed for strategic planning to be effective?

What are the ways in which participation by internal and external stakeholders make a difference in the effectiveness of different approaches to strategic planning in different contexts? In other words, under what circumstances do different types of participation, by a range of stakeholders, and for a variety of purposes make a difference in the effectiveness of strategic planning?

What difference do the various artefacts (e.g., mission, vision, and goal statements; strategic plans; background studies; performance measurements; evaluations) related to strategic planning make in terms of the results of strategic planning processes?

What difference, if any, do various strategic planning tools (e.g., stakeholder analyses; analyses of strengths, weaknesses, opportunities and threats; competitive forces analyses; portfolio analyses; visual strategy mapping; etc.) make to the success or not of strategic planning processes?

What are or should be the connections both theoretically and practically between the various approaches to strategic planning and the other elements of strategic management systems, such as budgeting, human resources management, information technology, performance measurement, and implementation?

To what extent, how, when, and why should politics – whether bureaucratic, partisan, or otherwise – be incorporated into strategic planning research?

Finally, researchers should use methodologies that conceptualize and operationalize strategic planning in a variety of ways. As noted, public-sector strategic planning is not a single thing, but many things. Useful findings about strategic planning have come via multiple methodologies, including cross-sectional and longitudinal quantitative research; qualitative single and comparative case studies; and content analyses of plans. These studies have conceptualized strategic planning in a variety of ways, including as questions with Likert-scale answers, and as processes, practices, artefacts, and ways of knowing (Ferlie and Ongaro Citation 2015 ). The variety of methodologies is useful, as each helps reveal different things about strategic planning. Given the increasing and widespread use of public-sector strategic planning, additional insight into exactly what works best, in which situations, and why, is likely to be helpful for advancing public purposes.

We wish to thank Stephen Osborne and the editorial board of Public Management Review for encouraging this special issue. We also wish to thank all of the people who generously volunteered to review the numerous submissions we received in response to the call for papers. They are: John Alford, Rhys Andrews, Michael Barzelay, David Berlan, Fran Berry, Eric Boyer, Trevor Brown, Jonathan Breul, Thomas Bryer, Louise Comfort, Ewan Ferlie, Carolyn Hill, Marc Holzer, Chris Horne, Paul Joyce, Phil Joyce, Gordon Kingsley, Rick Morse, Chris Mihm, Stephanie Moulton, Tina Nabatchi, Rosemary O’Leary, Edoardo Ongaro, Obed Pasha, Ted Poister, Juan Rogers, David Suarez, John Thomas, and Richard Walker. We would also like to thank Humphrey School doctoral student Danbi Seo for her help with logistics.

No potential conflict of interest was reported by the authors.​​

Notes on contributors

John m. bryson.

John M. Bryson is McKnight Presidential Professor of Planning and Public Affairs at the Hubert H. Humphrey School of Public Affairs at the University of Minnesota. He works in the areas of leadership, strategic management, collaboration, and the design of engagement processes. His recent books include Public Value and Public Administration (co-edited with Barbara C. Crosby and Laura Blomberg, Georgetown University Press, 2015); Visual Strategy (with Fran Ackermann and Colin Eden, Jossey-Bass, 2014); and Strategic Planning for Public and Nonprofit Organizations, 4th Edition (Jossey-Bass, 2011). He is a Fellow of the National Academy of Public Administration. He holds a PhD degree from the University of Wisconsin – Madison.

Lauren Hamilton Edwards

Lauren Hamilton Edwards is an Assistant Professor of Public Policy in the School of Public Policy at the University of Maryland – Baltimore County. Her research interests are in nonprofit and public management; strategic management, planning and performance, public participation and co-production, programme evaluation, and diversity and gender issues. Her articles have been published in Public Administration Review, Public Performance and Management Review, Nonprofit and Voluntary Sector Quarterly , and the American Review of Public Administration . She holds a PhD degree from from Georgia State University.

David M. Van Slyke

David M. Van Slyke is Dean of the Maxwell School of Citizenship and Public Affairs at Syracuse University and the Louis A. Bantle Chair in Business-Government Policy. He is an expert on public–private partnerships, public sector contracting and contract management, and policy implementation. He is a Director and Fellow of the National Academy of Public Administration. He authored with Trevor Brown and Matthew Potoski the recent book Complex Contracting: Government Purchasing in the Wake of the U.S. Coast Guard’s Deepwater Program (Cambridge University Press, 2013). He holds a PhD degree in Public Administration and Policy from the Rockefeller College of Public Affairs and Policy at the State University of New York at Albany. Prior to becoming an academic, he worked in the private, public, and nonprofit sectors.

1. Aristotle includes two other kinds of causation as well – material and formal – both of which may also be at work with strategic planning (Falcon Citation 2015 ; Pollitt Citation 2013 , 42–42). Material causation has to do with change growing out of the material of which something is composed. The material composition of the ‘thing’ being studied affects both the potentiality and actuality of what is produced. To the extent that strategic planning is conceptualized as a ‘thing’ – as procedural definitions of formal strategic planning seem to imply – rather than as a malleable, adaptable process comprised of multiple and changing associations, there would seem to be ‘material’ limits to what can be potentially and actually produced. Formal causation refers to the material whose pattern or form makes some ‘thing’ into a particular type or kind of thing. For example, procedural definitions of strategic planning declare by definition the form that strategic planning takes and anything else does not really count as strategic planning. In Lee, McGuire, and Kim’s work on the impacts of strategic plan design features, and also in Tama’s work involving the form of strategic reviews, and especially those that are mandated, there are hints of material and formal causation.

• Albrechts, L., and A. Balducci. 2013. “Practicing Strategic Planning: In Search of Critical Features to Explain the Strategic Character of Plans.” Disp – the Planning Review 49 ( 3 ): 16–27. doi:10.1080/02513625.2013.859001. ​​   Web of Science ® Google Scholar
• Albrechts, L., A. Balducci, and J. Hillier, eds. 2016. Situated Practices of Strategic Planning . New York: Routledge.   Google Scholar
• Andrews, R., G. A. Boyne, J. Law, and R. M. Walker. 2009. “Strategy Formulation, Strategy Content, and Performance.” Public Management Review 11 ( 1 ): 1–22. doi:10.1080/14719030802489989.   Web of Science ® Google Scholar
• Andrews, R., G. A. Boyne, J. Law, and R. M. Walker. 2012. Strategic Management and Public Service Performance . New York: Palgrave Macmillan.   Google Scholar
• Andrews, R., G. A. Boyne, and R. M. Walker. 2006. “Strategy Content and Organizational Performance: An Empirical Analysis.” Public Administration Review 66 ( 1 ): 52–63. doi:10.1111/puar.2006.66.issue-1.   Web of Science ® Google Scholar
• Barzelay, M., and C. Campbell. 2003. Preparing for the Future: Strategic Planning in the U. S. Air Force . Washington D. C.: Brookings Institution Press.   Google Scholar
• Barzelay, M., and A. S. Jacobsen. 2009. “Theorizing Implementation of Public Management Policy Reforms: A Case Study of Strategic Planning and Programming in the European Commission.” Governance: An International Journal of Policy, Administration, and Institutions 22 ( 2 ): 319–334. doi:10.1111/gove.2009.22.issue-2.   Web of Science ® Google Scholar
• Beck Jorgensen, T., and B. Bozeman. 2007. “Public Values: An Inventory.” Administration and Society 39 ( 3 ): 354–381. doi:10.1177/0095399707300703.   Web of Science ® Google Scholar
• Berry, F. S., and B. Wechsler. 1995. “State Agencies’ Experience with Strategic Planning: Findings from a National Survey.” Public Administration Review 54 ( 4 ): 322–330. doi:10.2307/977379.   Web of Science ® Google Scholar
• Blair, R. 2004. “Public Participation and Community Development: The Role of Strategic Planning.” Public Administration Quarterly 28 (1/2): 102–147.   Google Scholar
• Borins, S. 2014. The Persistence of Innovation in Government . Washington, DC: Brookings.   Google Scholar
• Boyne, G. A., and J. S. Gould-Williams. 2003. “Planning and Performance in Public Organizations.” Public Management Review 5 ( 1 ): 115–132. doi:10.1080/146166702200002889.   Google Scholar
• Boyne, G. A., J. S. Gould-Williams, J. Law, and R. M. Walker. 2004. “Problems of Rational Planning in Public Organizations.” Administration and Society 36 ( 3 ): 328–350. doi:10.1177/0095399704265294.   Web of Science ® Google Scholar
• Brown, T. L., M. Potoski, and D. M. Van Slyke. 2016. “Managing Complex Contracts: A Theoretical Approach.” Journal of Public Administration, Research and Theory 26 ( 2 ): 294–308. doi:10.1093/jopart/muv004.   Web of Science ® Google Scholar
• Bryson, J. M. 2010. “The Future of Public and Nonprofit Strategic Planning in the United States.” Public Administration Review 70 ( s1 ): s255–s267. doi:10.1111/puar.2010.70.issue-s1.   Google Scholar
• Bryson, J. M. 2011. Strategic Planning for Public and Nonprofit Organizations . San Francisco, CA: Jossey-Bass.   Google Scholar
• Bryson, J. M., F. S. Berry, and K. Yang. 2010. “The State of Strategic Management Research: A Selective Literature Review and Set of Future Directions.” American Review of Public Administration 40 ( 5 ): 495–521. doi:10.1177/0275074010370361.   Web of Science ® Google Scholar
• Bryson, J. M., and P. Bromiley. 1993. “Critical Factors Affecting the Planning and Implementation of Major Projects.” Strategic Management Journal 14 ( 5 ): 319–337. doi:10.1002/(ISSN)1097-0266.   Web of Science ® Google Scholar
• Bryson, J. M., B. C. Crosby, and L. Bloomberg, eds. 2015. Public Value and Public Administration . Washington, D.C.: Georgetown University Press.   Google Scholar
• Bryson, J. M., B. C. Crosby, and J. K. Bryson. 2009. “Understanding Strategic Planning and the Formulation and Implementation of Strategic Plans as a Way of Knowing: The Contributions of Actor-Network Theory.” International Public Management Journal 12 ( 2 ): 172–207. doi:10.1080/10967490902873473.   Web of Science ® Google Scholar
• Bryson, J. M., and L. Hamilton Edwards. Forthcoming. “Strategic Planning in the Public Sector.” In Oxford Research Encyclopedia of Business and Management , senior editor R. Aldag. New York: Oxford University Press.   Google Scholar
• Bryson, J. M., and W. D. Roering. 1987. “Applying Private-Sector Strategic Planning in the Public Sector.” Journal of the American Planning Association 53 ( 1 ): 9–22. doi:10.1080/01944368708976631.   Web of Science ® Google Scholar
• Bryson, J. M., and C. Shively Slotterback. 2016. “Strategic Spatial Planning in the USA.” In Situated Practices of Strategic Planning , edited by L. Albrechts, A. Balducci, and J. Hillier. New York: Routledge. ​​   Google Scholar
• Burby, R. J. 2003. “Making Plans that Matter: Citizen Involvement and Government Action.” Journal of the American Planning Association 69 ( 1 ): 33–49. doi:10.1080/01944360308976292.   Web of Science ® Google Scholar
• Carlile, P. R. 2002. “A Pragmatic View of Knowledge and Boundaries: Boundary Objects in New Product Development.” Organization Science 13 : 442–455. doi:10.1287/orsc.13.4.442.2953.   Web of Science ® Google Scholar
• Carlile, P. R. 2004. “Transferring, Translating, and Transforming: An Integrative Framework for Managing Knowledge across Boundaries.” Organization Science 15 : 555–568. doi:10.1287/orsc.1040.0094.   Web of Science ® Google Scholar
• Chakraborty, A., N. Kaza, G. Knaap, and B. Deal. 2011. “Robust Plans and Contingent Plans.” Journal of the American Planning Association 77 ( 3 ): 251–266. doi:10.1080/01944363.2011.582394.   Web of Science ® Google Scholar
• Christensen, K. S. 1999. Cities and Complexity . Thousand Oaks, CA: SAGE.   Google Scholar
• Conroy, M. M., and P. R. Berke. 2004. “What Makes a Good Sustainable Development Plan? an Analysis of Factors that Influence Principles of Sustainable Development.” Environment and Planning A 36 ( 8 ): 1381–1396. doi:10.1068/a367.   Web of Science ® Google Scholar
• Cook, M., T. M. Harrison, J. Zhang, G. Puron-Cid, and J. R. Gil-Garcia. 2015. “Using Public Value Thinking for Government IT Planning and Decision Making: A Case Study.” Information Polity 20 ( 2,3 ): 183–197. doi:10.3233/IP-150359. ​​   Google Scholar
• Cools, E., and H. Van den Broeck. 2007. Development and Validation of the Cognitive Style Indicator. The Journal of Psychology 141 (4): 359–387.   PubMed Web of Science ® Google Scholar
• DiMaggio, P. J., and W. W. Powell. 1983. “The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields.” American Sociological Review 48 ( 2 ): 147–160. doi:10.2307/2095101.   Web of Science ® Google Scholar
• Donald, C. G., T. S. Lyons, and R. C. Tribbey. 2001. “A Partnership for Strategic Planning and Management in A Public Organization.” Public Performance and Management Review 25 ( 2 ): 176–193. doi:10.1080/15309576.2001.11643653.   Google Scholar
• Eadie, D. C. 1983. “Putting a Powerful Tool to Practical Use: The Application of Strategic Planning in the Public Sector.” Public Administration Review 43 ( 5 ): 447–452. doi:10.2307/975852.   Web of Science ® Google Scholar
• Elbanna, S., R. Andrews, and R. Pollanen. 2016. “Strategic Planning and Implementation Success in Public Service Organizations.” Public Management Review 18 ( 7 ): 1017–1042. doi:10.1080/14719037.2015.1051576.   Web of Science ® Google Scholar
• Falcon, A. (2015). Aristotle on Causality. Stanford Encyclopedia of Philosophy ; accessed January 13, 2016 at:https://plato.stanford.edu/entries/aristotle-causality/#FouCau .   Google Scholar
• Ferlie, E., and E. Ongaro. 2015. Strategic Management in Public Sector Organizations: Concepts, Schools, and Contemporary Issues . New York: Routledge.   Google Scholar
• Freedman, L. 2013. Strategy: A History . New York: Oxford University Press.   Google Scholar
• George, B., and S. Desmidt. 2014. “A State of Research on Strategic Management in the Public Sector.” In Strategic Management in Public Organizations: European Practices and Perspectives , edited by P. Joyce and A. Drumaux, 151–172. New York: Routledge.   Google Scholar
• Hartley, J., J. Alford, and O. Hughes. 2015. “Political Astuteness as an Aid to Discerning and Creating Public Value.” In Public Value and Public Administration , edited by. J. M. Bryson, B. C. Crosby, and L. Bloomberg, 25–38. Washington, D.C.: Georgetown University Press.   Google Scholar
• Helling, A. 1998. “Collaborative Visioning: Proceed with Caution! Evaluating the Results of Atlanta’s Vision 2020 Project.” Journal of the American Planning Association 64 ( 3 ): 335–349. doi:10.1080/01944369808975990.   Web of Science ® Google Scholar
• Hendrick, R. 2003. “Strategic Planning Environment, Process, and Performance in Public Agencies: A Comparative Study of Departments in Milwaukee.” Journal of Public Administration Research and Theory 13 ( 4 ): 491–519. doi:10.1093/jopart/mug031.   Web of Science ® Google Scholar
• Jarzabkowski, P., and E. Fenton. 2006. “Strategizing and Organizing in Pluralistic Contexts.” Long Range Planning 39 : 631–648. doi:10.1016/j.lrp.2006.11.002.   Web of Science ® Google Scholar
• Jarzabkowski, P., and A. P. Spee. 2009. “Strategy-As-Practice: A Review and Future Directions for the Field.” International Journal of Management Reviews 11 : 69–95. doi:10.1111/ijmr.2009.11.issue-1.   Web of Science ® Google Scholar
• Kaufman, J. L., and H. M. Jacobs. 1987. “A Planning Perspective on Strategic Planning.” Journal of American Planning Association 53 ( 1 ): 23–33. doi:10.1080/01944368708976632.   Web of Science ® Google Scholar
• Kissler, G. R., K. N. Fore, W. S. Jacobson, and W. P. Kittredge. 1998. “State Strategic Planning: Suggestions from the Oregon Experience.” Public Administration Review 58 ( 4 ): 353–359. doi:10.2307/977565.   Web of Science ® Google Scholar
• Latour, B. 2005. Reassembling the Social . New York: Oxford University Press.   Google Scholar
• Lindblom, C. E.. 1959. The Science of “Muddling Through.” Public Administration Review 19 (2): 79–88.   Web of Science ® Google Scholar
• Mayntz, R. 2004. “Mechanisms in the Analysis of Social Macro-Phenomena.” Philosophy of the Social Sciences 34 ( 2 ): 237–259. doi:10.1177/0048393103262552.   Web of Science ® Google Scholar
• Meier, K. J., L. J. O’Toole Jr., G. A. Boyne, and R. M. Walker. 2007. “Strategic Management and the Performance of Public Organizations: Testing Venerable Ideas against Recent Theories.” Journal of Public Administration Research and Theory 17 ( 1 ): 357–377. doi:10.1093/jopart/mul017.   Web of Science ® Google Scholar
• Miles, R., and C. Snow. 1978. Organizational Strategy, Structure, and Process . New York, NY: McGraw-Hill.   Google Scholar
• Mintzberg, H. 1994. “The Fall and Rise of Strategic Planning.” Harvard Business Review 72 (1): 107–114.   Web of Science ® Google Scholar
• Mintzberg, H. 2007. Tracking Strategies: Toward a General Theory . New York: Oxford University Press.   Google Scholar
• Mintzberg, H., B. Ahlstrand, and Lampel. 2009. Strategy Safari . 2nd ed. Philadelphia, PA: Trans-Atlantic Publications.   Google Scholar
• Moynihan, D. P., S. K. Pandey, and B. E. Wright. 2013. “Transformational Leadership in the Public Sector: Empirical Evidence of Its Effects.” In Public Administration Reformation: Market Demand from Public Organizations , edited by Y. K. Kwivedi, M. A. Shareef, S. K. Pandey, and V. Kumar, 87–104. New York: Routledge.   Google Scholar
• Pasha, O. Q., T. H. Poister, and L. H. Edwards. 2015. “Mutual Relationships of Strategic Stances and Formulation Methods, and Their Impacts on Performance in Public Local Transit Agencies.” Administration and Society . doi:10.1177/0095399715587524.   Google Scholar
• Patton, M. Q. 2010. Developmental Evaluation . New York: Guildford.   Google Scholar
• Percoco, M. 2016. “Strategic Planning and Institutional Collective Action in Italian Cities.” Public Management Review 18 ( 1 ): 139–158. doi:10.1080/14719037.2014.969758.   Web of Science ® Google Scholar
• Petrides, K. V. 2009. Technical Manual for the Trait Emotional Intelligence Questionnaires (Teique) . London: London Psychometric Laboratory.   Google Scholar
• Pfeffer, J., and R. I. Sutton. 2006. Hard Facts, Dangerous Half-Truths, and Total Nonsense: Profiting from Evidence-Based Management . Boston, MA.: Harvard Business School Press.   Google Scholar
• Poister, T. H. 2010. “The Future of Strategic Planning in the Public Sector: Linking Strategic Management and Performance.” Public Administration Review 70 ( s1 ): s246–s254. doi:10.1111/puar.2010.70.issue-s1.   Web of Science ® Google Scholar
• Poister, T. H., M. P. Aristigueta, and J. L. Hall. 2015. Managing and Measuring Performance in Public and Nonprofit Organizations: An Integrated Approach . 2nd ed. San Fransisco: CA: Jossey-Bass.   Google Scholar
• Poister, T. H., L. H. Edwards, and O. Pasha. 2013. “The Impact of Strategic Planning on Organizational Outcomes.” Public Performance and Management Review 36 ( 4 ): 585–615. doi:10.2753/PMR1530-9576360405.   Web of Science ® Google Scholar
• Poister, T. H., O. Q. Pasha, and L. H. Edwards. 2013. Does Performance Management Lead to Better Outcomes? Evidence from the U.S. Public Transit Industry. Public Administration Review 73 (4): 625–636. ​​   Web of Science ® Google Scholar
• Poister, T. H., D. Pitts, and L. H. Edwards. 2010. “Strategic Management Research in the Public Sector: Synthesis, Assessment, and Future Directions.” American Review of Public Administration 40 ( 4 ): 522–545. doi:10.1177/0275074010370617.   Web of Science ® Google Scholar
• Poister, T. H., and G. Streib. 2005. “Elements of Strategic Planning and Management in Municipal Government: Status after Two Decades.” Public Administration Review 65 ( 1 ): 45–56. doi:10.1111/puar.2005.65.issue-1.   Web of Science ® Google Scholar
• Poister, T. H., and G. D. Streib. 1999. “Strategic Management in the Public Sector: Concepts, Models, and Processes.” Public Productivity & Management Review 22 ( 3 ): 308–325. doi:10.2307/3380706.   Google Scholar
• Pollitt, C. 2013. New Perspectives on Public Services . New York: Oxford University Press.   Google Scholar
• Poole, M. S., A. H. Van De Ven, K. Dooley, and M. E. Holmes. 2000. Organizational Change and Innovation Processes: Theory and Methods for Research . New York, NY: Oxford University Press.   Google Scholar
• Quick, K. S., and M. Feldm. 2014. ​​ “Boundaries as Junctures: Collaborative Boundary Work for Building Efficient Resilience.” Journal of Public Adminstration Research and Theory 24 ( 3 ): 673–695. doi:10.1093/jopart/mut085.   Web of Science ® Google Scholar
• Quinn, J. B. 1980. Strategies for Change: Logical Incrementalism . Homewood, IL: Richard D. Irwin.   Google Scholar
• Radin, B. A. 2006. Challenging the Performance Movement: Accountability, Complexity and Democratic Values . Washington, D.C.: Georgetown University Press.   Google Scholar
• Sandfort, J., and S. Moulton. 2015. Effective Implementation in Practice: Integrating Public Policy and Management . San Francisco: Jossey-Bass.   Google Scholar
• Streib, G., and T. H. Poister. 1990. “Strategic Planning in U. S. Cities: Patterns of Use, Perceptions of Effectiveness, and an Assessment of Strategic Capacity.” American Review of Public Administration 20 ( 1 ): 29–44. doi:10.1177/027507409002000103.   Google Scholar
• Tama, J. 2015. “The Politics of Strategy: Why Government Agencies Conduct Major Strategic Reviews.” Journal of Public Policy 1–28. doi:10.1017/S0143814X15000148.   Web of Science ® Google Scholar
• Thomas, J. C. 1995. Public Participation in Decision Making: New Skills and Strategies for Public Managers . San Francisco, CA: John Wiley and Sons.   Google Scholar
• Ugboro, I. O., K. Obeng, and O. Spann. 2010. “Strategic Planning as an Effective Tool of Strategic Management in Public Sector Organizations: Evidence from Public Transit Organizations.” Administration and Society 43 ( 1 ): 87–123. doi:10.1177/0095399710386315.   Web of Science ® Google Scholar
• Vidyarthi, S., C. Hoch, and C. Basmajian. 2013. “Making Sense of India’s Spatial Plan-Making Practice: Enduring Approach or Emergent Variations.” Planning Theory and Practice 14 ( 1 ): 57–74. doi:10.1080/14649357.2012.750682.   Google Scholar
• Vigar, G. 2006. “Deliberation, Participation, and Learning in the Development of Regional Strategies: Transport Policy Making in North East England.” Planning Theory and Practice 7 ( 3 ): 267–287. doi:10.1080/14649350600841446.   Google Scholar
• Walker, R. M., R. Andrews, G. A. Boyne, K. J. Meier, and L. J. O’Toole. 2010. “Wakeup Call: Strategic Management, Network Alarms, and Performance.” Public Administration Review 70 ( 5 ): 731–741. doi:10.1111/puar.2010.70.issue-5.   Web of Science ® Google Scholar
• Walker, R. M., and R. Andrews. 2015. Local Government Management and Performance: A Review of Evidence. Journal of Public Administration Research and Theory 25 (1): 101–133.   Web of Science ® Google Scholar
• Wheeland, C. M. 2004. Empowering the Vision: Community-Wide Strategic Planning in Rock Hill, South Carolina . Lanham, MD: University Press of America.   Google Scholar

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form . For more information, please visit our Permissions help page .

• Back to Top

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations. Articles with the Crossref icon will open in a new tab.

• People also read
• Recommended articles

To cite this article:

Download citation, your download is now in progress and you may close this window.

• Choose new content alerts to be informed about new research of interest to you
• Easy remote access to your institution's subscriptions on any device, from any location
• Save your searches and schedule alerts to send you new results
• Export your search results into a .csv file to support your research

Login or register to access this feature

Register now or learn more

• Start free trial

Start selling with Shopify today

Start your free trial with Shopify today—then use these resources to guide you through every step of the process.

Free Business Plan Template for Small Businesses (2024)

Use this free business plan template to write your business plan quickly and efficiently.

A good business plan is essential to successfully starting your business —  and the easiest way to simplify the work of writing a business plan is to start with a business plan template.

You’re already investing time and energy in refining your business model and planning your launch—there’s no need to reinvent the wheel when it comes to writing a business plan. Instead, to help build a complete and effective plan, lean on time-tested structures created by other  entrepreneurs and startups. 

Ahead, learn what it takes to create a solid business plan and download Shopify's free business plan template to get started on your dream today. 

What this free business plan template includes

• Executive summary
• Company overview
• Products or services offered
• Market analysis
• Marketing plan
• Logistics and operations plan
• Financial plan

This business plan outline is designed to ensure you’re thinking through all of the important facets of starting a new business. It’s intended to help new business owners and entrepreneurs consider the full scope of running a business and identify functional areas they may not have considered or where they may need to level up their skills as they grow.

That said, it may not include the specific details or structure preferred by a potential investor or lender. If your goal with a business plan is to secure funding , check with your target organizations—typically banks or investors—to see if they have business plan templates you can follow to maximize your chances of success.

Our free business plan template includes seven key elements typically found in the traditional business plan format:

1. Executive summary

This is a one-page summary of your whole plan, typically written after the rest of the plan is completed. The description section of your executive summary will also cover your management team, business objectives and strategy, and other background information about the brand. 

2. Company overview

This section of your business plan will answer two fundamental questions: “Who are you?” and “What do you plan to do?” Answering these questions clarifies why your company exists, what sets it apart from others, and why it’s a good investment opportunity. This section will detail the reasons for your business’s existence, its goals, and its guiding principles.

3. Products or services offered

What you sell and the most important features of your products or services. It also includes any plans for intellectual property, like patent filings or copyright. If you do market research for new product lines, it will show up in this section of your business plan.

4. Market analysis

This section includes everything from estimated market size to your target markets and competitive advantage. It’ll include a competitive analysis of your industry to address competitors’ strengths and weaknesses. Market research is an important part of ensuring you have a viable idea.

5. Marketing plan

How you intend to get the word out about your business, and what strategic decisions you’ve made about things like your pricing strategy. It also covers potential customers’ demographics, your sales plan, and your metrics and milestones for success.

6. Logistics and operations plan

Everything that needs to happen to turn your raw materials into products and get them into the hands of your customers.

7. Financial plan

It’s important to include a look at your financial projections, including both revenue and expense projections. This section includes templates for three key financial statements: an income statement, a balance sheet, and a cash-flow statement . You can also include whether or not you need a business loan and how much you’ll need.

Business plan examples

What do financial projections look like on paper? How do you write an executive summary? What should your company description include?  Business plan examples  can help answer some of these questions and transform your business idea into an actionable plan.

Professional business plan example

Inside our template, we’ve filled out a sample business plan featuring a fictional ecommerce business . 

The sample is set up to help you get a sense of each section and understand how they apply to the planning and evaluation stages of a business plan. If you’re looking for funding, this example won’t be a complete or formal look at business plans, but it will give you a great place to start and notes about where to expand.

Lean business plan example

A lean business plan format is a shortened version of your more detailed business plan. It’s helpful when modifying your plan for a specific audience, like investors or new hires. 

Also known as a one-page business plan, it includes only the most important, need-to-know information, such as:

• Company description
• Key members of your team
• Customer segments

💡 Tip: For a step-by-step guide to creating a lean business plan (including a sample business plan), read our guide on how to create a lean business plan .

Benefits of writing a solid business plan

It’s tempting to dive right into execution when you’re excited about a new business or side project, but taking the time to write a thorough business plan and get your thoughts on paper allows you to do a number of beneficial things:

• Test the viability of your business idea. Whether you’ve got one business idea or many, business plans can make an idea more tangible, helping you see if it’s truly viable and ensure you’ve found a target market. 
• Plan for your next phase. Whether your goal is to start a new business or scale an existing business to the next level, a business plan can help you understand what needs to happen and identify gaps to address.
• Clarify marketing strategy, goals, and tactics. Writing a business plan can show you the actionable next steps to take on a big, abstract idea. It can also help you narrow your strategy and identify clear-cut tactics that will support it.
• Scope the necessary work. Without a concrete plan, cost overruns and delays are all but certain. A business plan can help you see the full scope of work to be done and adjust your investment of time and money accordingly.
• Hire and build partnerships. When you need buy-in from potential employees and business partners, especially in the early stages of your business, a clearly written business plan is one of the best tools at your disposal. A business plan provides a refined look at your goals for the business, letting partners judge for themselves whether or not they agree with your vision.
• Secure funds. Seeking financing for your business—whether from venture capital, financial institutions, or Shopify Capital —is one of the most common reasons to create a business plan.

Why you should you use a template for a business plan

A business plan can be as informal or formal as your situation calls for, but even if you’re a fan of the back-of-the-napkin approach to planning, there are some key benefits to starting your plan from an existing outline or simple business plan template.

No blank-page paralysis

A blank page can be intimidating to even the most seasoned writers. Using an established business planning process and template can help you get past the inertia of starting your business plan, and it allows you to skip the work of building an outline from scratch. You can always adjust a template to suit your needs.

Guidance on what to include in each section

If you’ve never sat through a business class, you might never have created a SWOT analysis or financial projections. Templates that offer guidance—in plain language—about how to fill in each section can help you navigate sometimes-daunting business jargon and create a complete and effective plan.

Knowing you’ve considered every section

In some cases, you may not need to complete every section of a startup business plan template, but its initial structure shows you you’re choosing to omit a section as opposed to forgetting to include it in the first place.

Tips for creating a successful business plan

There are some high-level strategic guidelines beyond the advice included in this free business plan template that can help you write an effective, complete plan while minimizing busywork.

Understand the audience for your plan

If you’re writing a business plan for yourself in order to get clarity on your ideas and your industry as a whole, you may not need to include the same level of detail or polish you would with a business plan you want to send to potential investors. Knowing who will read your plan will help you decide how much time to spend on it.

Know your goals

Understanding the goals of your plan can help you set the right scope. If your goal is to use the plan as a roadmap for growth, you may invest more time in it than if your goal is to understand the competitive landscape of a new industry.

Take it step by step

Writing a 10- to 15-page document can feel daunting, so try to tackle one section at a time. Select a couple of sections you feel most confident writing and start there—you can start on the next few sections once those are complete. Jot down bullet-point notes in each section before you start writing to organize your thoughts and streamline the writing process.

Maximize your business planning efforts

Planning is key to the financial success of any type of business , whether you’re a startup, non-profit, or corporation.

To make sure your efforts are focused on the highest-value parts of your own business planning, like clarifying your goals, setting a strategy, and understanding the target market and competitive landscape, lean on a business plan outline to handle the structure and format for you. Even if you eventually omit sections, you’ll save yourself time and energy by starting with a framework already in place.

• How to Start an Online Boutique- A Complete Playbook
• How To Source Products To Sell Online
• The Ultimate Guide To Dropshipping (2024)
• How to Start a Dropshipping Business- A Complete Playbook for 2024
• 6 Creative Ways to Start a Business With No Money in 2024
• What is Shopify and How Does it Work?
• What Is Affiliate Marketing and How to Get Started
• How to Price Your Products in 3 Simple Steps
• 10 Common Small Business Mistakes to Avoid
• How to Turn a Hobby into a Business in 8 Steps

Business plan template FAQ

What is the purpose of a business plan.

The purpose of your business plan is to describe a new business opportunity or an existing one. It clarifies the business strategy, marketing plan, financial forecasts, potential providers, and more information about the company.

How do I write a simple business plan?

• Choose a business plan format, such as a traditional or a one-page business plan. 
• Find a business plan template.
• Read through a business plan sample.
• Fill in the sections of your business plan.

What is the best business plan template?

If you need help writing a business plan, Shopify’s template is one of the most beginner-friendly options you’ll find. It’s comprehensive, well-written, and helps you fill out every section.

What are the 5 essential parts of a business plan?

The five essential parts of a traditional business plan include:

• Executive summary: This is a brief overview of the business plan, summarizing the key points and highlighting the main points of the plan.
• Business description: This section outlines the business concept and how it will be executed.
• Market analysis: This section provides an in-depth look at the target market and how the business will compete in the marketplace.
• Financial plan: This section details the financial projections for the business, including sales forecasts, capital requirements, and a break-even analysis.
• Management and organization: This section describes the management team and the organizational structure of the business.

Are there any free business plan templates?

There are several free templates for business plans for small business owners available online, including Shopify’s own version. Download a copy for your business.

Keep up with the latest from Shopify

Get free ecommerce tips, inspiration, and resources delivered directly to your inbox.

By entering your email, you agree to receive marketing emails from Shopify.

popular posts

The point of sale for every sale.

Subscribe to our blog and get free ecommerce tips, inspiration, and resources delivered directly to your inbox.

Unsubscribe anytime. By entering your email, you agree to receive marketing emails from Shopify.

Latest from Shopify

Jun 12, 2024

Jun 11, 2024

Learn on the go. Try Shopify for free, and explore all the tools you need to start, run, and grow your business.

Try Shopify for free, no credit card required.

The essential components of a successful L&D strategy

Over the past decade, the global workforce has been continually evolving because of a number of factors. An increasingly competitive business landscape, rising complexity, and the digital revolution are reshaping the mix of employees. Meanwhile, persistent uncertainty, a multigenerational workforce, and a shorter shelf life for knowledge have placed a premium on reskilling and upskilling. The shift to a digital, knowledge-based economy means that a vibrant workforce is more important than ever: research suggests that a very significant percentage of market capitalization in public companies is based on intangible assets—skilled employees, exceptional leaders, and knowledge. 1 Intangible Asset Market Value Study, Ocean Tomo.

Learning and development—From evolution to revolution

We began in 2014 by surveying 1,500 executives about capability building. In 2016, we added 120 L&D leaders at 91 organizations to our database, gathering information on their traditional training strategies and aspirations for future programs. We also interviewed 15 chief learning officers or L&D heads at major companies.

Historically, the L&D function has been relatively successful in helping employees build skills and perform well in their existing roles. The main focus of L&D has been on upskilling. However, the pace of change continues to accelerate; McKinsey research estimates that as many as 800 million jobs could be displaced by automation by 2030.

Employee roles are expected to continue evolving, and a large number of people will need to learn new skills to remain employable. Unsurprisingly, our research confirmed our initial hypothesis: corporate learning must undergo revolutionary changes over the next few years to keep pace with constant technological advances. In addition to updating training content, companies must increase their focus on blended-learning solutions, which combine digital learning, fieldwork, and highly immersive classroom sessions. With the growth of user-friendly digital-learning platforms, employees will take more ownership of their professional development, logging in to take courses when the need arises rather than waiting for a scheduled classroom session.

Such innovations will require companies to devote more resources to training: our survey revealed that 60 percent of respondents plan to increase L&D spending over the next few years, and 66 percent want to boost the number of employee-training hours. As they commit more time and money, companies must ensure that the transformation of the L&D function proceeds smoothly.

All of these trends have elevated the importance of the learning-and-development (L&D) function. We undertook several phases of research to understand trends and current priorities in L&D (see sidebar, “Learning and development—From evolution to revolution”). Our efforts highlighted how the L&D function is adapting to meet the changing needs of organizations, as well as the growing levels of investment in professional development.

To get the most out of investments in training programs and curriculum development, L&D leaders must embrace a broader role within the organization and formulate an ambitious vision for the function. An essential component of this effort is a comprehensive, coordinated strategy that engages the organization and encourages collaboration. The ACADEMIES© framework, which consists of nine dimensions of L&D, can help to strengthen the function and position it to serve the organization more effectively.

The strategic role of L&D

One of L&D’s primary responsibilities is to manage the development of people—and to do so in a way that supports other key business priorities. L&D’s strategic role spans five areas (Exhibit 1). 2 Nick van Dam, 25 Best Practices in Learning & Talent Development , second edition, Raleigh, NC: Lulu Publishing, 2008.

• Attract and retain talent. Traditionally, learning focused solely on improving productivity. Today, learning also contributes to employability. Over the past several decades, employment has shifted from staying with the same company for a lifetime to a model where workers are being retained only as long as they can add value to an enterprise. Workers are now in charge of their personal and professional growth and development—one reason that people list “opportunities for learning and development” among the top criteria for joining an organization. Conversely, a lack of L&D is one of the key reasons people cite for leaving a company.
• Develop people capabilities. Human capital requires ongoing investments in L&D to retain its value. When knowledge becomes outdated or forgotten—a more rapid occurrence today—the value of human capital declines and needs to be supplemented by new learning and relevant work experiences. 3 Gary S. Becker, “Investment in human capital: A theoretical analysis,” Journal of Political Economy , 1962, Volume 70, Number 5, Part 2, pp. 9–49, jstor.org. Companies that make investments in the next generation of leaders are seeing an impressive return. Research indicates that companies in the top quartile of leadership outperform other organizations by nearly two times on earnings before interest, taxes, depreciation, and amortization (EBITDA). Moreover, companies that invest in developing leaders during significant transformations are 2.4 times more likely to hit their performance targets . 4 “ Economic Conditions Snapshot, June 2009: McKinsey Global Survey results ,” June 2009.
• Create a values-based culture. As the workforce in many companies becomes increasingly virtual and globally dispersed, L&D can help to build a values-based culture and a sense of community. In particular, millennials are particularly interested in working for values-based, sustainable enterprises that contribute to the welfare of society.
• Build an employer brand. An organization’s brand is one of its most important assets and conveys a great deal about the company’s success in the market, financial strengths, position in the industry, and products and services. Investments in L&D can help to enhance company’s brand and boost its reputation as an “employer of choice.” As large segments of the workforce prepare to retire, employers must work harder to compete for a shrinking talent pool. To do so, they must communicate their brand strength explicitly through an employer value proposition.
• Motivate and engage employees. The most important way to engage employees is to provide them with opportunities to learn and develop new competencies. Research suggests that lifelong learning contributes to happiness. 5 John Coleman, “Lifelong learning is good for your health, your wallet, and your social life,” Harvard Business Review , February 7, 2017, hbr.org. When highly engaged employees are challenged and given the skills to grow and develop within their chosen career path, they are more likely to be energized by new opportunities at work and satisfied with their current organization.

The L&D function in transition

Over the years, we have identified and field-tested nine dimensions that contribute to a strong L&D function. We combined these dimensions to create the ACADEMIES framework, which covers all aspects of L&D functions, from setting aspirations to measuring impact (Exhibit 2). Although many companies regularly execute on several dimensions of this framework, our recent research found that only a few companies are fully mature in all dimensions.

1. Alignment with business strategy

One of an L&D executive’s primary tasks is to develop and shape a learning strategy based on the company’s business and talent strategies. The learning strategy seeks to support professional development and build capabilities across the company, on time, and in a cost-effective manner. In addition, the learning strategy can enhance the company culture and encourage employees to live the company’s values.

For many organizations, the L&D function supports the implementation of the business strategy. For example, if one of the business strategies is a digital transformation, L&D will focus on building the necessary people capabilities to make that possible.

Every business leader would agree that L&D must align with a company’s overall priorities. Yet research has found that many L&D functions fall short on this dimension. Only 40 percent of companies say that their learning strategy is aligned with business goals. 6 Human Capital Management Excellence Conference 2018, Brandon Hall Group. For 60 percent, then, learning has no explicit connection to the company’s strategic objectives. L&D functions may be out of sync with the business because of outdated approaches or because budgets have been based on priorities from previous years rather than today’s imperatives, such as a digital transformation.

Would you like to learn more about the McKinsey Academy ?

To be effective, L&D must take a hard look at employee capabilities and determine which are most essential to support the execution of the company’s business strategy. L&D leaders should reevaluate this alignment on a yearly basis to ensure they are creating a people-capability agenda that truly reflects business priorities and strategic objectives.

2. Co-ownership between business units and HR

With new tools and technologies constantly emerging, companies must become more agile, ready to adapt their business processes and practices. L&D functions must likewise be prepared to rapidly launch capability-building programs—for example, if new business needs suddenly arise or staff members require immediate training on new technologies such as cloud-based collaboration tools.

L&D functions can enhance their partnership with business leaders by establishing a governance structure in which leadership from both groups share responsibility for defining, prioritizing, designing, and securing funds for capability-building programs. Under this governance model, a company’s chief experience officer (CXO), senior executives, and business-unit heads will develop the people-capability agenda for segments of the enterprise and ensure that it aligns with the company’s overall strategic goals. Top business executives will also help firmly embed the learning function and all L&D initiatives in the organizational culture. The involvement of senior leadership enables full commitment to the L&D function’s longer-term vision.

3. Assessment of capability gaps and estimated value

After companies identify their business priorities, they must verify that their employees can deliver on them—a task that may be more difficult than it sounds. Some companies make no effort to assess employee capabilities, while others do so only at a high level. Conversations with L&D, HR, and senior executives suggest that many companies are ineffective or indifferent at assessing capability gaps, especially when it comes to senior leaders and midlevel managers.

The most effective companies take a deliberate, systematic approach to capability assessment. At the heart of this process is a comprehensive competency or capability model based on the organization’s strategic direction. For example, a key competency for a segment of an e-commerce company’s workforce could be “deep expertise in big data and predictive analytics.”

After identifying the most essential capabilities for various functions or job descriptions, companies should then assess how employees rate in each of these areas. L&D interventions should seek to close these capability gaps.

4. Design of learning journeys

Most corporate learning is delivered through a combination of digital-learning formats and in-person sessions. While our research indicates that immersive L&D experiences in the classroom still have immense value, leaders have told us that they are incredibly busy “from eight to late,” which does not give them a lot of time to sit in a classroom. Furthermore, many said that they prefer to develop and practice new skills and behaviors in a “safe environment,” where they don’t have to worry about public failures that might affect their career paths.

Traditional L&D programs consisted of several days of classroom learning with no follow-up sessions, even though people tend to forget what they have learned without regular reinforcement. As a result, many L&D functions are moving away from stand-alone programs by designing learning journeys—continuous learning opportunities that take place over a period of time and include L&D interventions such as fieldwork, pre- and post-classroom digital learning, social learning, on-the-job coaching and mentoring, and short workshops. The main objectives of a learning journey are to help people develop the required new competencies in the most effective and efficient way and to support the transfer of learning to the job.

5. Execution and scale-up

An established L&D agenda consists of a number of strategic initiatives that support capability building and are aligned with business goals, such as helping leaders develop high-performing teams or roll out safety training. The successful execution of L&D initiatives on time and on budget is critical to build and sustain support from business leaders.

L&D functions often face an overload of initiatives and insufficient funding. L&D leadership needs to maintain an ongoing discussion with business leaders about initiatives and priorities to ensure the requisite resources and support.

Many new L&D initiatives are initially targeted to a limited audience. A successful execution of a small pilot, such as an online orientation program for a specific audience, can lead to an even bigger impact once the program is rolled out to the entire enterprise. The program’s cost per person declines as companies benefit from economies of scale.

6. Measurement of impact on business performance

A learning strategy’s execution and impact should be measured using key performance indicators (KPIs). The first indicator looks at business excellence: how closely aligned all L&D initiatives and investments are with business priorities. The second KPI looks at learning excellence: whether learning interventions change people’s behavior and performance. Last, an operational-excellence KPI measures how well investments and resources in the corporate academy are used.

Accurate measurement is not simple, and many organizations still rely on traditional impact metrics such as learning-program satisfaction and completion scores. But high-performing organizations focus on outcomes-based metrics such as impact on individual performance, employee engagement, team effectiveness, and business-process improvement.

We have identified several lenses for articulating and measuring learning impact:

• Strategic alignment: How effectively does the learning strategy support the organization’s priorities?
• Capabilities: How well does the L&D function help colleagues build the mind-sets, skills, and expertise they need most? This impact can be measured by assessing people’s capability gaps against a comprehensive competency framework.
• Organizational health: To what extent does learning strengthen the overall health and DNA of the organization? Relevant dimensions of the McKinsey Organizational Health Index can provide a baseline.
• Individual peak performance: Beyond raw capabilities, how well does the L&D function help colleagues achieve maximum impact in their role while maintaining a healthy work-life balance?

Access to big data provides L&D functions with more opportunities to assess and predict the business impact of their interventions.

7. Integration of L&D interventions into HR processes

Just as L&D corporate-learning activities need to be aligned with the business, they should also be an integral part of the HR agenda. L&D has an important role to play in recruitment, onboarding, performance management, promotion, workforce, and succession planning. Our research shows that at best, many L&D functions have only loose connections to annual performance reviews and lack a structured approach and follow-up to performance-management practices.

L&D leadership must understand major HR management practices and processes and collaborate closely with HR leaders. The best L&D functions use consolidated development feedback from performance reviews as input for their capability-building agenda. A growing number of companies are replacing annual performance appraisals with frequent, in-the-moment feedback. 7 HCM outlook 2018 , Brandon Hall Group. This is another area in which the L&D function can help managers build skills to provide development feedback effectively.

Elevating Learning & Development: Insights and Practical Guidance from the Field

Another example is onboarding. Companies that have developed high-impact onboarding processes score better on employee engagement and satisfaction and lose fewer new hires. 8 HCM outlook 2018 , Brandon Hall Group. The L&D function can play a critical role in onboarding—for example, by helping people build the skills to be successful in their role, providing new hires with access to digital-learning technologies, and connecting them with other new hires and mentors.

8. Enabling of the 70:20:10 learning framework

Many L&D functions embrace a framework known as “70:20:10,” in which 70 percent of learning takes place on the job, 20 percent through interaction and collaboration, and 10 percent through formal-learning interventions such as classroom training and digital curricula. These percentages are general guidelines and vary by industry and organization. L&D functions have traditionally focused on the formal-learning component.

Today, L&D leaders must design and implement interventions that support informal learning, including coaching and mentoring, on-the-job instruction, apprenticeships, leadership shadowing, action-based learning, on-demand access to digital learning, and lunch-and-learn sessions. Social technologies play a growing role in connecting experts and creating and sharing knowledge.

9. Systems and learning technology applications

The most significant enablers for just-in-time learning are technology platforms and applications. Examples include next-generation learning-management systems, virtual classrooms, mobile-learning apps, embedded performance-support systems, polling software, learning-video platforms, learning-assessment and -measurement platforms, massive open online courses (MOOCs), and small private online courses (SPOCs), to name just a few.

The learning-technology industry has moved entirely to cloud-based platforms, which provide L&D functions with unlimited opportunities to plug and unplug systems and access the latest functionality without having to go through lengthy and expensive implementations of an on-premises system. L&D leaders must make sure that learning technologies fit into an overall system architecture that includes functionality to support the entire talent cycle, including recruitment, onboarding, performance management, L&D, real-time feedback tools, career management, succession planning, and rewards and recognition.

L&D leaders are increasingly aware of the challenges created by the fourth industrial revolution (technologies that are connecting the physical and digital worlds), but few have implemented large-scale transformation programs. Instead, most are slowly adapting their strategy and curricula as needed. However, with technology advancing at an ever-accelerating pace, L&D leaders can delay no longer: human capital is more important than ever and will be the primary factor in sustaining competitive advantage over the next few years.

The leaders of L&D functions need to revolutionize their approach by creating a learning strategy that aligns with business strategy and by identifying and enabling the capabilities needed to achieve success. This approach will result in robust curricula that employ every relevant and available learning method and technology. The most effective companies will invest in innovative L&D programs, remain flexible and agile, and build the human talent needed to master the digital age.

These changes entail some risk, and perhaps some trial and error, but the rewards are great.

A version of this chapter was published in TvOO Magazine in September 2016. It is also included in Elevating Learning & Development: Insights and Practical Guidance from the Field , August 2018.

Stay current on your favorite topics

Jacqueline Brassey is director of Enduring Priorities Learning in McKinsey’s Amsterdam office, where Nick van Dam is an alumnus and senior adviser to the firm as well as professor and chief of the IE University (Madrid) Center for Learning Innovation; Lisa Christensen is a senior learning expert in the San Francisco office.

Explore a career with us

Related articles.

Seven essential elements of a lifelong-learning mind-set

Putting lifelong learning on the CEO agenda

• Talent management

human resource management (HRM)

• Nick Barney, Technology Writer
• Wesley Chai
• Shaun Sutner, News Director

What is human resource management (HRM)?

Human resource management (HRM) is the practice of recruiting, hiring, deploying and managing an organization's employees. HRM is often referred to simply as human resources (HR). A company or organization's HR department is usually responsible for creating, putting into effect and overseeing policies governing workers and the relationship of the organization with its employees. The term human resources was first used in the early 1900s, and then more widely in the 1960s, to describe the people who work for the organization, in aggregate.

HRM is employee management with an emphasis on employees as assets of the business. In this context, employees are sometimes referred to as human capital . As with other business assets, the goal is to make effective use of employees, reducing risk and maximizing return on investment ( ROI ).

The modern term human capital management ( HCM ) is often used by large and midsize companies when discussing HR technology .

The importance of human resource management

The purpose of HRM practices is to manage the people within a workplace to achieve the organization's mission and reinforce the corporate culture . When people management is done effectively, HR managers can help recruit new employees who have the skills to further the company's goals. HR professionals also aid in the training and professional development of employees to meet the organization's objectives.

A company is only as good as its employees, making HRM a crucial part of maintaining or improving the health of the business. Additionally, HR managers monitor the state of the job market to help the organization stay competitive. This could include ensuring compensation and benefits are competitive, events are planned to keep employees from burning out and job roles are adapted based on the market.

How does HRM work?

HR professionals manage the day-to-day execution of HR-related functions. Typically, human resources is a standalone department within an organization.

HR departments vary in the size, structure and nature of their individual positions. For small organizations, one HR generalist might perform a broad array of functions. Larger organizations have several HR professionals who handle specialized roles , such as recruiting, immigration and visas, talent management, employee benefits and compensation. Though these HR positions are specialized, job functions might still overlap.

Amazon is an example of a large company with multiple types of specialized HR positions. The company's career website lists the following HR job titles:

• HR assistant.
• HR business partner.
• HR manager.
• Recruiting coordinator.
• Recruiting manager.
• Immigration specialist.
• Leave of absence and accommodation specialist.
• Compensation specialist or manager.
• Benefits specialist or manager.
• Talent management specialist or manager.
• Learning and development specialist or manager.
• HR technology or process project program manager.
• HR analytics specialist or manager.

Objectives of human resource management

HRM can be broken down into the following four category objectives:

• Societal objectives. These are measures put in place to respond to the ethical and social needs or challenges of the company and its employees. This includes legal issues such as equal opportunity and equal pay for equal work.
• Organizational objectives. These are actions taken to ensure organizational efficiency, including providing the appropriate training, hiring the right number of employees for a given task and maintaining high employee retention rates.
• Functional objectives. These are the guidelines used to keep HR functioning properly within the organization. They include ensuring all HR resources are allocated to their full potential.
• Personal objectives. These are the resources used to support the personal goals of each employee. They include opportunities for education and career development, as well as maintaining employee satisfaction.

More specific objectives of HRM include the following:

• Provide and maintain productive employees.
• Make full use of the skills and abilities of each employee.
• Ensure employees have and receive the proper training.
• Build and maintain a positive employee experience with high satisfaction and quality of life, so that employees can contribute their best efforts to their work.
• Communicate company policies, procedures, rules and regulations to employees.
• Maintain ethical, legal and socially responsible policies and behaviors in the workplace.
• Manage internal and external changes that might affect employees and staffing.

Skills and responsibilities of an HR manager

HRM is typically broken into pre-employment and employment phases, as well as more specific subsections, with an HR manager assigned to each one. Areas of HRM oversight include the following:

• Employee recruitment .
• Onboarding and retention.
• Talent and workforce management .
• Job role assignment.
• Career development.
• Compensation and benefits.
• Labor law compliance .
• Performance management.
• Training and development.
• Succession planning .
• Employee engagement and recognition.
• Team building.

HR managers benefit from having skills and experience in a range of areas. The most essential HRM skills that professionals should possess include the following:

• Communication. A high-level of verbal and written capabilities is required in most HRM jobs.
• Recruitment and talent acquisition. Tasks in this area include writing job descriptions, conducting interviews, assessing candidates, negotiating offers and onboarding new employees.
• Employee relations. HR managers must have labor relations skills to address grievances and build positive employee experiences.
• Compliance with legal requirements. HR managers must be up to date with employment laws and regulations.
• Conflict management and resolution. Mediation capabilities help HR managers resolve conflicts and other difficult situations.
• Performance management. Managers must set performance standards and help employees develop skills to achieve them.
• Strategic thinking. HR manager jobs require high-level thinking, such as aligning HR strategies with the company's goals.
• Analytics. Data analysis skills help analyze workforce metrics and provide insights for decision-making.
• Adaptability. HR managers must be able to deal with changing workplace and societal issues on an ongoing basis.
• Ethics and confidentiality. These skills require knowledge of confidentiality and privacy requirements, as well as general and industry-specific ethical standards.

HRM software

Almost all areas of HRM have sophisticated software that automates HR processes to varying degrees, along with other features, such as analytics. For example, job candidate recruiting has seen enormous growth in the number of software tools and management systems that match employers and job candidates. Those systems also manage other steps in the hiring process, such as interviewing and vetting.

HRM software is often provided as on-premises systems. However, nearly every area of HR tech has moved to cloud-based software-as-a-service platforms.

There are several vendors in the HRM market, including ADP, BambooHR, HROne, Isolved, Paycom, Paylocity, Personio, Rippling, SAP and Workday.

HRM career opportunities and requirements

A bachelor's degree is typically required for a career in human resource management . Some colleges offer HRM degrees that provide a career path into an entry-level HR position. Another way to land a job in HR is to complete an undergraduate course of study in a related field, such as business administration.

Several years of experience in operations-heavy roles can be valuable when making a career transition to an HR position. For those lacking a relevant undergraduate degree or translatable work experience, there are HR-specific master's degree programs to help build the necessary knowledge, skills and qualifications.

HRM history

Modern human resource management can be traced back to the 18th century. The British Industrial Revolution gave rise to large factories and created an unprecedented spike in demand for workers.

With many of these laborers putting in long hours -- often clocking 16-hour workdays -- it became apparent that worker satisfaction and happiness had a strong positive correlation with productivity. Seeking to maximize ROI, worker satisfaction programs were introduced. Factory conditions, safety concerns and workers' rights also began getting attention in the late 19 th and early 20 th centuries.

HR departments within organizations began appearing in the 20th century. They were often known as personnel management departments that dealt with legal compliance requirements and implemented worker satisfaction and safety programs. Following WWII, the U.S. Army's training programs were used as a model in some companies that started to make employee training a point of emphasis.

Personnel departments took on the human resources label in the 1970s. The primary factor that differentiates HR from personnel management is the way technology began to be used to improve communication and access to employee information.

Job opportunities for careers in HRM remain strong. Companies are recognizing the strategic difference a good human resource department can make and are investing in them accordingly. As a result, HR jobs are growing in demand.

According to the U.S. Bureau of Labor Statistics (BLS), HRM job titles are expected to grow 5% in the U.S. between 2022 to 2023 . Salary prospects remain strong; the median annual salary for an HR manager was approximately $130,000 in May 2022, according to the BLS. For HR specialist positions, median salaries were more than $64,000 at that same time.

Can small businesses use HRM?

Small businesses might have limited resources and a smaller workforce compared to larger companies, making HRM more difficult to implement. However, HRM principles and capabilities can be advantageous for small businesses in the following ways:

• Effective hiring. Small businesses can use HRM practices to identify and attract the right talent, ensuring each employee contributes significantly to the company's success.
• Compliance. Employment laws apply to businesses of all sizes. HRM can help small businesses navigate the complex legal landscape, reducing the risk of costly legal issues.
• Employee development. HRM encourages investment in employee development, which can give small businesses a competitive advantage. Carefully designed training and development programs enhance employee skills and contribute to the company's growth.
• Conflict resolution. Small teams are especially vulnerable to conflicts and disruptions. HRM practices provide structured methods to address and resolve conflicts and maintain a harmonious work environment.
• Retention and engagement. HRM helps small businesses with close-knit work cultures foster employee engagement and loyalty, reducing turnover and recruitment costs.
• Strategic planning. HRM aligns HR strategies with business goals, ensuring every HR initiative contributes to the company's strategic plans .
• Scalability. As small businesses grow, their HR needs evolve. HRM practices can scale to accommodate changing workforce requirements and the demands of new organizational structures.

Human resource management is key to enterprise success. Learn how to choose the perfect HR software system .

Continue Reading About human resource management (HRM)

• 5 common technology challenges in human resource management
• Ways people analytics can help HR improve retention
• The best HR software and tool options to consider
• APAC buyer's guide to HRM software
• Blockchain HR technology: Use cases impacting human resources

Related Terms

Dig deeper on talent management.

succession planning

recruitment

HR technology (human resources tech)

human capital management (HCM)

SAP showcases new Business AI applications and continues to make the case for S/4HANA Cloud as the future of SaaS-based ERP ...

SAP acquires the digital adoption platform vendor in a bid to expand its portfolio of applications that helps customers moving ...

On the first day of Sapphire, SAP focused on business AI and the criticality of its GenAI assistant. But analysts say the ...

With its Cerner acquisition, Oracle sets its sights on creating a national, anonymized patient database -- a road filled with ...

Oracle plans to acquire Cerner in a deal valued at about $30B. The second-largest EHR vendor in the U.S. could inject new life ...

The Supreme Court ruled 6-2 that Java APIs used in Android phones are not subject to American copyright law, ending a ...

The longtime BI and data integration vendor's tools enable C40 Cities, a climate leadership consortium of nearly 100 cities, to ...

With trusted data as a foundation, the longtime analytics and data integration vendor has been pragmatic in its creation of an ...

The longtime analytics vendor's latest new features include data integration capabilities targeting data quality and a GenAI ...

Implementing an ECM system is not all about technology; it's also about the people. A proper rollout requires feedback from key ...

Incorporating consulting services and flexible accommodations for different LLMs, developer-focused Contentstack offers its own ...

As SharePoint 2019 approaches its end of life, users can expect reduced support. Migration to newer platforms like SharePoint ...

Identifying the ESG issues that are important to the business and to both internal and external stakeholders can help ...

A thorough audit can rate corporate strategies according to key environmental, social and governance metrics and ensure that ESG ...

The social factors of ESG have become more prominent. Here's what they involve and how companies can take tangible actions to ...

• All topics »
• Fact sheets
• Feature stories
• Publications
• Questions & answers
• Tools and toolkits
• Coronavirus disease (COVID-19) pandemic
• Ukraine emergency
• Environment and health

• Calls for experts
• Initiatives
• European Programme of Work
• Sustainable Development Goals
• The Pan-European Mental Health Coalition
• Empowerment through Digital Health
• The European Immunization Agenda 2030
• Healthier behaviours: incorporating behavioural and cultural insights
• Moving towards UHC
• Protecting against health emergencies
• Promoting health and well-being
• News stories
• Media releases
• Photo stories
• Questions and answers
• Media Contacts

Newsletters

• European Health Information Gateway
• European health report
• Core health indicators
• WHO Immunization Data portal
• Noncommunicable diseases (NCD) dashboard 
• Events 
• Teams »

Data and digital health

• Policy & Governance f. Health through the Life Course
• Groups and networks »
• Health Evidence Network (HEN)

The European Health Report 2021 »

• Conflict in Israel and the occupied Palestinian territory
• Armenian refugee health response
• Climate crisis: extreme weather
• Türkiye and Syria earthquakes
• About health emergencies
• Health emergencies newsletter 
• Health emergencies list

• Regional Director
• Executive Council
• Technical centres
• Faces of WHO
• Regional Committee for Europe
• Standing Committee
• Partners 
• Groups and networks
• WHO collaborating centres

74th session of the WHO Regional Committee for Europe

WHO issues updated guidance for strengthening health information systems

WHO/Europe has updated its guidance for assessing and strengthening health information systems. The latest version of the support tool helps countries evaluate the current state of their systems, define a strategic vision, prepare an improvement plan and monitor progress.

“In the WHO European Region, as elsewhere, the cornerstone of effective public health interventions is our ability to understand health trends, identify disparities and target resources where they are most needed,” said Dr Natasha Azzopardi-Muscat, Director of WHO/Europe’s Division of Country Health Policies and Systems. 

“Robust data and health information systems are the foundation upon which countries build health strategies and policies. The updated WHO/Europe support tool is designed to help Member States reinforce their health information systems and safeguard the health of all people in our Region,” she added. 

The backbone of informed health policy-making

Health information systems can be defined as infrastructures for the monitoring of health activities, population health outcomes and policies with a significant impact on health. They encompass the people, institutions, interinstitutional relationships, legislation, values, technologies and standards that contribute to data processing. The data generated by a health information system supports evidence-informed decision-making at every level of a health system. 

In other words, health information systems are comprised of all the resources, stakeholders, activities and outputs that enable evidence-informed health policy-making.

In order to be effective, health information systems need clear and reliable data. A lack of data standardization (such as the definitions, calculations and formats of the data), delays in receiving data, lack of integration and interoperability between different data and information systems, and lack of trained people to manage and use the data are among the main reasons why countries struggled to effectively leverage health information systems in support of the COVID-19 pandemic response.

Dr David Novillo Ortiz, WHO/Europe’s Regional Adviser for Data and Digital Health, explained, “While often overlooked and under-resourced, health information systems are the backbone of countries’ ability to monitor, evaluate and respond to health challenges. Investing in their development, both financially and in terms of human resources, is not an option but a necessity. By building health information systems fit for modern challenges, countries can ensure that everyone can benefit from equitable and accessible health care.” 

A tool for strong health information systems

The 2024 version of the WHO support tool incorporates the latest insights, building on the first version published in 2015 and the second in 2021. The updates are based on around 20 health information system assessments carried out since 2015, which indicated a great need for capacity-building to support strategic development. Key challenges faced by countries include the limited use of existing health information for policy-making and poorly functioning intersectoral coordination mechanisms.

The updated support tool comes with several add-on modules that target specific parts or functions of national health information systems. They focus on emergency response information management systems, geographic information systems, long-term care and migration health data. 

The add-on modules complement the existing modules, which look at health data governance, health information for the WHO General Programme of Work and the WHO European Programme of Work, human resources for health, infectious disease surveillance, and noncommunicable diseases monitoring.

The tool comprises 2 main parts: 

• • guidance for performing an overall assessment of the full health information system and more in-depth assessment of specific functions through the add-on modules described above; and
• • guidance for the subsequent development of a strategy.

The recommended mode of application of the tool is an external assessment by a WHO team and a subsequent country-led process of health information system strategy development, for which WHO can provide technical support. Nevertheless, national authorities and other users may also use the guidance to arrange a self-assessment of a health information system.

Continued support

Using this tool in May 2024, WHO experts conducted a health information system joint review in Czechia in collaboration with the Ministry of Health and the Institute of Health Information and Statistics. The insights will support the efforts of the Ministry of Health and WHO to strengthen data collection, analysis and use in health policy. In addition, outcomes of the review will inform a tailored training on population health monitoring, to be organized by WHO in Czechia later this year.

Supporting Member States in improving health information is an important focus of WHO’s work under the current General Programme of Work and European Programme of Work. Developing evidence-based technical guidance and recommendations to support decision-making in digital health is also at the core of WHO’s Digital Health Action Plan for the European Region 2023–2030. WHO/Europe is partnering with the European Commission to strengthen health information systems across all 53 Member States of the Region.

Support tool to strengthen health information systems (2024)

Support tool to strengthen health information systems: guidance for health information system assessment and strategy development, second edition. Web Annex: assessment item sheets

Regional digital health action plan for the WHO European Region 2023–2030 (2022)

WHO’s General Programme of Work

Digital health

WHO in Czechia