Strategic alignment helps companies align their goals, business model, and culture with their core values and purpose. When applied to a marketing department, strategic alignment ensures the department's strategies are communicated and aligned with the company's overall goals. This is important because the marketing department impacts sales, market share, and customer perception of the brand. While strategic alignment can help drive competitive advantages if implemented correctly, it also risks failure if the reality isn't captured or if misalignment occurs.

1. STRATEGIC ALIGNMENT ON THE
MARKETING DEPARTMENT
Patricia Pliego López

2. ABSTRACT
All business and companies need to know how their finances
and goals are going, so they have to check periodically their
accounts and all their departments.
There in no exception with the marketing one, because of
this department many things depend on, like the sales and
the comunication (this can be internal or external). The
strategic alignment will help the company and all their
departments to have a better communication in order to
have the goals and strategies clearly .

3. WHAT IS STRATEGIC ALIGNMENT?
It is also used to make internal audits for the assets and check
how the plans are going, it also helps the answer the question
why are we in business?
Advance Business Consulting. (2009). What is Strategic Alignment?. 2016, de Advance Business Consulting
Sitio web: http://www.advancebusinessconsulting.com/advance!/strategic-alignment.aspx
Strategic alignment is an intense hands-on business
redesign process, in which we align your strategic
goals, your business model and processes, and your
company culture with your key business purpose and
core values.

4. ADVANTAGES
 Helps to achieve specific goals and improve the company’s
competitive advantage.
 Avoid conflicting outcomes and helps to remove barriers that
may obstruct the path to success.
 Focus the resources on the activities that will have the
greatest impact for the business.
 Increase the value of the business.
 The company will have a better and stronger organizational
performance.
 The return of the investment will be shorter because the
goals will be achieved earlier.
WordPress. (2012). Strategic Alignment Benefits. febrero 28, 2016, de WordPress Sitio web:
https://sopinion8ed.wordpress.com/2012/11/25/strategic-alignment-benefits/

5. DISADVANTAGES
 Sometimes it failes to capture the reality and the
strategies get stucked.
 It only works if there is an already stategy or plan
stablished, so it is not practical for all types of
organizations.
 An unexpected shortfall may decrease the value of the
compan, business or of the strategy.
 Some misalignment can occur.
 Once it is working is too hard to stop it or change it.
So Opinionated. (2012). Arguments against strategic alignment. 2016, de WordPress
Sitio web: https://sopinion8ed.wordpress.com/2012/11/23/possible-arguments-against-
strategic-alignment/

6. STARTEGIC ALIGNMENT ON THE MARKETING DEPARTMENT
With the strategic alignment working on a company it is
supposed that all the employees should know and
understand the purpose of the of it and its goals, so when
talking about the marketing department its very important
because it will communicate the strategies that will be
used to achieve the goals.
It is strongly connected to the promise made to the
customers and how it will be delivered to them, so if this
department is well aligned the impact of it will be
reflected on the sales, the market share and how the
customers see and talk about the company.

7. CONCLUSION
After knowing what the strategic alignment is and their
good and bad points for an organization I can come up
with the idea that if we use it correctly we can be
benefited by it, but we have to be so cautious on how we
work and communicate with our deparment and teams,
because if a misalignment occurs it is so hard to fix it.
For this we have to communicate our brand value and
promise, not only to our customers, also to our company,
so an internal marketing exist for this model and this is
why is so important for a company and the marketers.