Generally, whatever you can't measure won't be implemented. If you want sales to increase, state how much and how quickly you expect them to rise. Include projected yields on mailings and inquiries on display advertising. Include projected participants in a sweepstakes. Include specific sources for measuring image and awareness.
Strategic alignment is the match between strategies, tactics, and specific programs.
Use the strategy pyramid motif shown in figure 2 to visually check for the logical relationships in a plan. Invisible Marketing Plans Many good plans fail for lack of essential information. The plan can't link strategy to tactics and programs without a sufficiently robust information system. You can't link owners of programs to their budgets and the related sales results without this kind of visibility. You can't view spending by markets, products, or managers without it.