Collector - July 2020 - 17

COVER

Ready to take your strategic planning to the next
level? Here's who should be involved and how to
keep the plan top-of-mind all year long.

T

he Plan: Your company proudly displays its mission statement in
the lobby for all to see. Each year, senior management gathers in
the conference room to put together the following year's strategic
plan. And, quarterly, department heads provide a status report on their
departments' assigned tactics.
The Reality: Nobody in your company can recite the mission
statement from memory. Your senior management team members are
so focused on issues needing immediate attention they haven't thought
much about the strategic plan since it was drafted. And department
heads provide quarterly updates exclusively so they can mark the task as
complete until next quarter.
While strategic planning is a standard part of the business cycle for
many companies, all too often the resulting plan serves little purpose
throughout the year.
"If you were to query 50 agencies, most would probably say they do
strategic planning, but I challenge that," said Terry Glidden, associate
partner with The Intellitech Group in Camas, Wash. "How much of that is
really tactical planning and not necessarily measuring the correct things?
Tactical planning takes more of a 'working harder' approach. It challenges
the ability to execute a plan more than the content of the plan itself.
Strategic thinking challenges the plan and whether you're attempting to
execute the correct plan."
Tactics may include adding more staff or changing dialing campaigns
to increase the number of dials, for example, but strategic thinking should
consider why an agency is attempting to make those dials and whether it
makes sense to dial in a specific manner-focusing on the strategy rather
than execution of the strategy, according to Glidden.
Effective planning requires participation from the entire company,
consistent reinforcement and ongoing reevaluation. It's not just an annual
event, but rather a constant presence that permeates the company culture.
The process for developing a solid strategic plan can take many forms.
Williams & Fudge in Rock Hill, South Carolina, incorporates its plan
development into a two-day, off-site retreat that also includes social and
team-building activities.
"Getting away and including some team-building reminds us that
everybody is working hard in the spirit of what's best for the company," said
David Williams, president of Williams & Fudge. "It's easier when you're
away. There are fewer distractions. We even put cell phones away except

COLLECTOR 07.20

17



Collector - July 2020

Table of Contents for the Digital Edition of Collector - July 2020

Collector - July 2020 - Cover1
Collector - July 2020 - Cover2
Collector - July 2020 - 1
Collector - July 2020 - 2
Collector - July 2020 - 3
Collector - July 2020 - 4
Collector - July 2020 - 5
Collector - July 2020 - 6
Collector - July 2020 - 7
Collector - July 2020 - 8
Collector - July 2020 - 9
Collector - July 2020 - 10
Collector - July 2020 - 11
Collector - July 2020 - 12
Collector - July 2020 - 13
Collector - July 2020 - 14
Collector - July 2020 - 15
Collector - July 2020 - 16
Collector - July 2020 - 17
Collector - July 2020 - 18
Collector - July 2020 - 19
Collector - July 2020 - 20
Collector - July 2020 - 21
Collector - July 2020 - 22
Collector - July 2020 - 23
Collector - July 2020 - 24
Collector - July 2020 - 25
Collector - July 2020 - 26
Collector - July 2020 - 27
Collector - July 2020 - 28
Collector - July 2020 - 29
Collector - July 2020 - 30
Collector - July 2020 - 31
Collector - July 2020 - 32
Collector - July 2020 - 33
Collector - July 2020 - 34
Collector - July 2020 - 35
Collector - July 2020 - 36
Collector - July 2020 - 37
Collector - July 2020 - 38
Collector - July 2020 - 39
Collector - July 2020 - 40
Collector - July 2020 - 41
Collector - July 2020 - 42
Collector - July 2020 - 43
Collector - July 2020 - 44
Collector - July 2020 - 45
Collector - July 2020 - 46
Collector - July 2020 - 47
Collector - July 2020 - 48
Collector - July 2020 - Cover3
Collector - July 2020 - Cover4
http://online.collector.com/collectormagazine/202007
http://online.collector.com/collectormagazine/202006
http://online.collector.com/collectormagazine/202005
http://online.collector.com/collectormagazine/202004
http://online.collector.com/collectormagazine/202003
http://online.collector.com/collectormagazine/202002
http://online.collector.com/collectormagazine/202001
http://online.collector.com/collectormagazine/201912
http://online.collector.com/collectormagazine/201911
http://online.collector.com/collectormagazine/201910/
http://online.collector.com/collectormagazine/201909/
http://online.collector.com/collectormagazine/201908/
http://online.collector.com/collectormagazine/201907/
http://online.collector.com/collectormagazine/201906/
http://online.collector.com/collectormagazine/201905/
http://online.collector.com/collectormagazine/201904/
http://online.collector.com/collectormagazine/201903/
http://online.collector.com/collectormagazine/201902/
http://online.collector.com/collectormagazine/201901/
http://online.collector.com/collectormagazine/201812/
http://online.collector.com/collectormagazine/201811/
http://online.collector.com/collectormagazine/201810/
http://online.collector.com/collectormagazine/201809/
http://online.collector.com/collectormagazine/201808/
http://online.collector.com/collectormagazine/201807/
http://online.collector.com/collectormagazine/201806/
http://online.collector.com/collectormagazine/201805/
http://online.collector.com/collectormagazine/201804/
http://online.collector.com/collectormagazine/201803/
http://online.collector.com/collectormagazine/201802/
http://online.collector.com/collectormagazine/201801/
http://online.collector.com/collectormagazine/201712/
http://online.collector.com/collectormagazine/201711/
http://online.collector.com/collectormagazine/201710/
http://online.collector.com/collectormagazine/201709/
http://online.collector.com/collectormagazine/201708/
http://online.collector.com/collectormagazine/201707/
http://online.collector.com/collectormagazine/201706/
http://online.collector.com/collectormagazine/201705/
http://online.collector.com/collectormagazine/201704/
http://online.collector.com/collectormagazine/201703/
http://online.collector.com/collectormagazine/201702/
http://online.collector.com/collectormagazine/201701/
http://online.collector.com/collectormagazine/201612/
http://online.collector.com/collectormagazine/201611/
http://online.collector.com/collectormagazine/201610/
http://online.collector.com/collectormagazine/201609/
http://online.collector.com/collectormagazine/201608/
http://online.collector.com/collectormagazine/201607/
http://online.collector.com/collectormagazine/201606/
http://online.collector.com/collectormagazine/201605/
http://online.collector.com/collectormagazine/201604/
http://online.collector.com/collectormagazine/201603/
http://online.collector.com/collectormagazine/201602/
http://online.collector.com/collectormagazine/201601/
http://online.collector.com/collectormagazine/201512/
http://online.collector.com/collectormagazine/201511/
http://online.collector.com/collectormagazine/201510/
http://online.collector.com/collectormagazine/201509/
http://online.collector.com/collectormagazine/201508/
http://online.collector.com/collectormagazine/201507/
https://www.nxtbookmedia.com