Gartner – Your Must-Have Toolkit for Functional Strategic Planning

The main theme of the document is related to developing a strategic plan for the marketing function that contributes to enterprise success.

Key takeaways include the importance of long-term planning (18 months and beyond), which increases the likelihood of high marketing and business success. The document emphasizes the need to check the business context, assess the function's ability to achieve goals, strategically manage budgets, and select metrics to measure progress. It is recommended to document the strategy on a single page for clear articulation of the current state, objectives, and paths to achieve them.