Here’s the hard truth: leading a marketing team isn’t about being the smartest person in the room; it’s about knowing when to step forward and when to step back. Imagine standing at the helm of a ship, surrounded by a crew eager to navigate the waters of creativity. The challenge? Deciding when to hand them the compass and when to chart the course yourself.
Strategy planning in marketing is a tightrope walk between collaboration and clarity. It’s about building a vision that inspires your team while setting boundaries that drive results. So, let’s talk about how to nail that balance, inject some fresh methodologies, and create a strategy that’s both challenging and actionable.
The Case for Collaboration
Involve your team early. Why? Because nobody owns ideas—they grow when nurtured by diverse perspectives. Your team knows the ground-level details of what’s working and what’s not. Ignoring their input would be like designing a house without consulting the people who’ll live in it.
How to Get Them Talking
- Start with a Brainstorming Blitz
Host a session where no idea is off-limits. Encourage bold thinking. At this stage, creativity trumps feasibility. Use tools like Miro or Jamboard to capture everything visually. - Ask the Right Questions
Instead of saying, “What should we do next year?” ask, “What’s stopping us from growing faster?” or “What does success look like for you?” - Spot Patterns
After the storm, analyze the chaos. Are there recurring themes? Potential goldmines hidden in the noise? Use this input to shape the broader strategy.
When to Take the Lead
Here’s where many leaders fumble—they confuse collaboration with democracy. It’s not about pleasing everyone; it’s about using insights to guide decisions. Once you have enough input, it’s time to define the non-negotiables.
Set Clear Guidelines
- Vision Over Vagueness: Define where the team needs to go and why.
- Boundaries: Lay out what’s in and out of scope. Creativity thrives on constraints.
- Priorities: Focus on the big wins instead of trying to tackle everything at once.
This is where methodologies like OKRs (Objectives and Key Results) shine. With OKRs, you align the team around measurable, inspiring goals while giving them autonomy to figure out how to get there.
Methodologies That Work Like Magic
OKRs: The North Star of Strategy
- Objective: What’s the big, bold goal? (e.g., “Become the go-to brand for sustainable beauty products.”)
- Key Results: How will you know you’ve achieved it? (e.g., “Increase website traffic by 40%,” “Launch 3 new campaigns with a 10% conversion rate.”)
Why they work: They give clarity without micromanaging. Your team knows what success looks like but has room to experiment.
SWOT Analysis
Classic, but still gold. Analyze Strengths, Weaknesses, Opportunities, and Threats with the team. It helps them see the big picture and feel ownership of the strategy.
Agile Marketing
Borrowed from software development, Agile keeps strategies flexible. Work in short sprints, review progress often, and pivot when needed. Tools like Trello or Asana can make this seamless.
Inspire, Challenge, Repeat
When setting targets, aim for the sweet spot: challenging but achievable. A goal that feels impossible will demoralize the team. A goal that’s too easy? Snooze-fest. Make it ambitious enough to ignite their passion but realistic enough to give them a shot at success.
Conclusion: Strategy as a Conversation
Planning a marketing strategy isn’t a one-time event—it’s an ongoing dialogue. By blending collaboration with clear leadership, you create a roadmap that inspires action. Trust your team’s input, but don’t shy away from setting the tone. A great leader doesn’t just guide—they empower.
So, what’s your next step? Gather your team, set the stage, and start building a strategy that excites and unites. Remember, the best plans aren’t just written—they’re lived.
by Martin Pino 
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