If you think of strategic planning in terms of laboriously working through detailed analyses, building and testing communications models, developing annual communications plans, and rigorously implementing the agreed-upon communications programs – then yes, strategic planning is dead, made obsolete by today’s agile, responsive and chaotic communications landscape. But at its core strategic planning is about making smart decisions regarding the actions that will move brands and companies toward their goals.
Today’s fast-paced and ever-changing consumer and communications environment requires stronger strategic planning than ever before. You need to be able to quickly – and accurately – analyze trends, competition, audiences. You must be able to focus and prioritize actions and put weight behind those that are most likely to achieve the greatest impact and success. You must be able to instantly analyze data, adapt strategies and continuously optimize. Eisenhower’s words are more true than ever: “Plans are nothing. Planning is everything.”