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Marketing Roundtable May 2021 meeting

Marketing’s Role in a

Strategic Growth Plan

Wielding the Right Influence



When:                            Thursday, May 20                                                  Click HERE to register.

             12:00-1:30 p.m.


Where:                          Online, via Zoom

Host/Moderator:        John Steckler – OneAccord

                                      (206) 999-5776

                                      Rick Bechtel:  (206) 351-8604


                             Note: This will be a virtual meeting.  Please register using the link above.  

                        You will receive the link to join closer to the meeting date.


To most of us in marketing, our role in the development of the organization’s strategic growth plan is usually dictated by our senior leadership.  Yet, given the nature and scope of our expertise, we have a responsibility to be prepared to guide, or at least contribute materially to, both the strategic and tactical planning process, to ensure our company’s top line and bottom-line growth.  It may not get articulated overtly, but isn’t that what we’re held accountable for, at least tacitly?

The challenge is how to navigate the choppy waters of corporate leadership. How do you earn the credibility and influence you need without ruffling feathers?  How do you get that seat at the table (if you don’t already have it)?  How do you exercise leadership within the planning process?  Getting everyone into the same boat may be the only way to survive, but that’s easier said than done.

At our May 20th meeting we will review the process, the questions that need to be addressed and the information that needs to be collected to create an effective overall company growth plan.

Long-time MER member John Steckler, with over 30 years of experience creating effective growth plans in both B2B and B2C companies, is well equipped to facilitate our discussion and exchange of ideas as we explore this critical skill set.


Discussion questions:

  • Generally speaking, how would you characterize marketing’s role in the top line or bottom-line growth of your organization?

  • What has been marketing’s traditional role in your company’s strategic and tactical growth planning process?  Should it be more – or different?

  • Does your organization have an up-to-date strategic plan?  Do you have a formal process for aligning your marketing planning with it?  

  • What is your definition of “strategic?” How do you distinguish between strategic and tactical?

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