Strategic marketing plan
If you do not know where you are going, any road will take you there.
Too many companies run on day-to-day work with no strategic direction. Marketing is not “doing lots of things”: it is doing the right things, in the right order. The plan is the map that puts priorities, KPIs and budget down in black and white — and today we build it faster and firmer, with AI as the accelerator.
The tool · Boston Consulting Group
The BCG matrix, applied to your channels.
Not only products: the same logic works for communication channels. Every channel is placed on two axes — how much traffic/ROI it brings and how much it costs — across the four classic BCG quadrants: Stars, Cash Cows, Question Marks, Dogs. Tap a channel or a quadrant for our reading.
This mapping is a hypothesis: it is not absolute, it has to be adapted to each situation.
01
WHY
THE DIRECTION
Without direction, marketing is a collage of disconnected initiatives.
We see it constantly: budget on one channel, an agency on another, content from a third party — and no direction holding it together. Plenty of activity, little strategy. The result is that you move on instinct and only find out at year end whether it worked. A strategic marketing plan exists to turn marketing from a fixed cost into a lever for growth: realistic objectives, clear priorities, and a reason behind every euro. Not motivational lines from a guru — a measurable course.
“If you do not know where you are going, any road will take you there.”
— Lewis Carroll
DIAGNOSIS FIRST
Diagnosis first, then the course. Never the other way round.
A serious plan does not come out of a slide, it comes out of an audit. We start from the data — revenue, margin, campaign history, KPIs — and from the real positioning against the target and the competition. We also look inside: the team’s organization and skills, because a strategy the team cannot execute is just a nice document.
From there we define SMART objectives, the key messages and the channels worth investing in (and the ones to cut). The plan is the consequence of the diagnosis, not an idea handed down from above.
AI HIGHLIGHT
The plan is no longer a document standing still. It is a system that adapts.
This is where AI genuinely changes the rules. With automated scenario planning, language models generate plans based on historical data and emerging trends, while RAG brings in up-to-date market research: in a few hours we explore roads that used to take weeks. With multi-agent simulations we test strategies in virtual environments — a pricing choice against competitors, say — before spending a euro in the real world.
And the plan does not age in a drawer: it updates itself against real performance and market changes. A plan that breathes, instead of a PDF that yellows.
With AI
Scenario planning (LLM)
Market research in real time (RAG)
Multi-agent simulations
Continuous adaptation of the plan
STRATEGY, NOT SCATTERED TACTICS
One plan, and results you can see.
SkinMedicSkinMedic
From an idea to more than 50 franchise clinics, with the ADAM method.
Toshiba ClimaToshiba Clima
From impressions to leads: channels that stopped being a shop window.
Read the case →
Vortex HydraVortex Hydra
A partnership that redefines industrial B2B marketing.
Read the case →—
INSIDE THE PLAN
WHAT THE PLAN CONTAINS
Five parts, one course.
01
SMART objectives
Specific, measurable, achievable: not “grow”, but how much, where, by when.
02
Positioning that sets you apart
Analysis of the competition and of perception, with Kapferer’s Prism.
03
Channels and budget
Where to invest and where to cut, with a logic, not out of habit.
04
Quarterly roadmap
Priorities and activities on a real calendar you can actually run.
05
KPIs and measurement
Every objective has its number; no vanity metrics.
→ PREDICTIVE TOOLS
Looking ahead
With AI we anticipate trends instead of chasing them: the plan looks forward, not only in the rear-view mirror.
—
THE RULE
AI ACCELERATES. THE COURSE IS YOURS.
A plan spat out by an algorithm is a draft, not a strategy.
Let us be clear, because this is where we stake the trust: AI generates scenarios, simulates, updates — but which road to take stays a human choice, made with twenty years of craft and knowledge of your company. The difference is made by someone who can read the numbers and also say the uncomfortable things: where you are going wrong, what to cut, what to back.
“Not adopting AI in marketing today means handing competitors the advantage of driving the future” — we believe that. But adopting it with method, not at random. Marketing for the brave: the nerve to use the new tools and to look the data in the face.
IN OUR STACK
Scenario planning (LLM)
RAG
Multi-agent
Kapferer’s Prism
PostHog
GA4
Quarterly roadmap
KPIs
—
COMPARISON
THEY ARE NOT THE SAME THING
A living plan and a document in a drawer.
Strategic plan (with us)
The classic “plan”
Comes out of
An audit on the data
A meeting
The scenarios
Simulated with AI
Imagined
The choices
Measurable (SMART)
Generic
Over time
Adapts to the data
Yellows
Marketing is
A lever for growth
A fixed cost
Stop moving at random.
Let us start with the course.
It starts with a free analysis: we take a picture of where you are and, if it makes sense, we build a concrete, measurable, workable plan together — accelerated by AI, decided by people with twenty years of craft. And if the truth coming out of the data is uncomfortable, we tell you anyway. An ugly truth beats a pretty lie.