Go-To-Market Fireside Chat: Cascading POAP Initiatives to Your Marketing Strategy

A Plan on a Page (POAP) is a concise document highlighting a company’s key strategic initiatives for a given year. Marketing leaders at growth-stage companies have a critical role to play in creating the POAP, as many initiatives at this stage are likely to be go-to-market related.

Still, these leaders often struggle to define their role or establish their presence in the planning process. Additionally, it can be difficult to ensure that the departmental marketing plan aligns with the overarching company strategy.

To provide insight into these challenges, Operating Partner Mariann McDonagh sat with Edison General Partner and COO, Kelly Ford, for a fireside chat about how to create effective POAPs and disseminate ownership amongst the broader team. Check out this video to learn:

• How to maximize the contribution that Marketing can make to the company’s strategy;
• What to keep in mind during annual planning to ensure expectations are aligned and realistic; and
• How to ensure your team’s KPIs flow down from broader organizational goals.

Remember, the Edison Edge team is always available as a resource to help you with annual planning. Please don’t hesitate to reach out — either directly to Mariann, or to us at edge@edisonpartners.com.