How does Marketing fit into your Strategic Planning process? 10/01/14 | Doug Cofer I think for most companies the idea of setting a course for the future is done in a vacuum. In many cases, the thought process is that the company should take a 30,000 foot perspective in creating its vision and strategic direction. Marketing is rarely taken into account and the benefit it could provide to the strategic planning process ignored. When your company is developing its strategy for the future, where does marketing come into the conversation? If it's not, then it's like setting a destination without a map of how to get there. And often times having a marketing perspective can help set a direction that makes more sense in light of the present reality in the marketplace. There is a pragmatic benefit that a marketing perspective can provide to a company's strategic planning. Likewise, if marketing isn't a part of the process, it's likely that the result may suffer from a 'pie in the sky' mentality. In the end, the marketing strategy of your company should be aligned and supporting the strategic vision, and vice versa. This is perhaps the greatest difference between Four Columns and many other so-called marketing companies out there. We provide true marketing consulting and have the depth and breadth to work with you as a true marketing partner. Unlike a design studio who really exists just to make you look good, we approach every engagement from a strategic perspective. As we often say, marketing should be about results. If it's not, you're really just wasting your money. If this is what your experience with marketing has been, maybe you should get in touch with us and see the difference.