If growth is your business goal, and I’m sure it is, then growth must be consistent with the long-term vision of your company, its strengths and its most profitable products and services. Growth is contingent upon how well this vision is accepted by potential clients and it is through a smart and strong marketing plan reflecting the values the company holds that your vision becomes desirable.

Your company’s future is predictable when your personal and corporate values are clear and applied to the creation of your business and marketing plans. But a strong and viable marketing plan is impossible to create without the organization first doing some introspection. Becoming clear about the values the entire workforce calls upon in the decision-making process. I too often see companies miss the mark in their marketing because they have left this crucial step out.

In the past, this element of the planning process has often been ignored by marketers to the detriment of their clients’ success. There is no magic in marketing. Good marketing plans that achieve the goals of the organization are simply based on relationships. If the company is in the dark about what it stands for and who its perfect client is, millions of dollars can be thrown at print and TV advertising – glitz replacing the fundamentals – and the plan will fail.

Here are the key questions organizations must ask and answer before designing their marketing plan. And it’s essential that the players be brutally honest or this exercise will fail to produce the desired results. :

• What does the company stand for?
• What are the key operating principles?
• What are the limiting beliefs that stand in the way of growth?
• What does the management of the company value?As individuals? As a group? e.g. leadership, integrity, power, collaboration, service, quality etc.
• Anger and frustration often are indicators that values are not being honoured?
• What values do the company and its workforce seem to sell out on first?
• Which values are sometimes neglected?
• Which are most unchangeable?
• What does the company REALLY do? Does it sell product or make customer’s dreams come true?
• Who is the company’s perfect client? The perfect client is defined as the one who wants what you do best and is a perfect fit for your mission.
• Is the company operating by its stated values?
• If the answer is “no”, look for ways to ensure that these values are worked into everything the entire workforce does and communicates.
• How would profitability improve if the company were clear about what it stood for and actually became a living example of this?

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