Strategy involves long-term goals to advance the organization, while tactics are short-term actions to achieve sub-goals. Strategies are set by individuals accountable to the organization's health, while tactics are the domain of experts accountable for specific resources. Strategies produce long-term plans and measurements, while tactics produce deliverables using allocated people, tools, and time.

2. INTRODUCTION
STRATEGY TACTICS
PURPOSE To identify clear broader goals that advance
the overall organization and organize
resources.
To utilize specific resources to achieve sub-
goals that support the defined mission.
ROLES Individuals who influence resources in the
organization. They understand how a set of
tactics work together to achieve goals.
Specific domain experts that maneuver limited
resources into actions to achieve a set of goals.
ACCOUNTABILITY Held accountable to overall health
of organization.
Held accountable to specific resources
assigned.
DURATION Long Term, changes infrequently. Shorter Term, flexible to specific market
conditions.
OUTPUTS Produces clear organizational goals, plans,
maps, guideposts, and key performance
measurements.
Produces clear deliverables and outputs using
people, tools, time.

3. KEY ELEMENTS OF STRATEGIC
PLANNING
ELEMENTS DESCRIPTION
VISION One's vision for the business is where we imagine it will be at a future date.
MISSION A mission statement defines what an organization is, why it exists, its reason for being.
OBJECTIVES
A business objective is a detailed picture of a step you plan to take in order to achieve
a stated aim
STRATEGIES
A business strategy is the means by which it sets out to achieve its desired ends
(objectives). It can simply be described as a long-term business planning.
ACTION PLANS
An action plan is a document that lists what steps must be taken in order to achieve a
specific goal. The purpose of an action plan is to clarify what resources are required to
reach the goal and to formulate a timeline to complete the specific tasks.

4. WHAT IS SALES STRATEGY?
 A Sales strategy is a plan by a business or individual on how
to go about selling products and services and increasing
profits.
 The objective of a good sales strategy is to get yourself in the
right place with the right people at the right time.
 Strategic selling begins with understanding your company’s
strategy, vision, and distinctiveness and then selecting high
profile customers.
 It also includes prioritizing the concerns of the buyer when
making a sale, with the aim of creating long-term relationships
with the customer.
 In order for a business to effectively use strategic selling
techniques, the personnel need to maintain integrity as they
present special features of a product and ensure they follow
up on promises made to the customer.

5. STEPS FOR EFFECTIVE SALES
STRATEGY
1. Map out your client journey, pre and post-sale. Understand what you do
currently.
2. Brainstorm how that could be refined to reduce cost of sale and increase
client satisfaction.
3. Once you have identified your most profitable sales process, think about how
this integrates with your marketing to attract and gain return sales value of
your ideal client (something we call your client avatar). Think about your
target customer.
4. Decide on the singularly key sales activity that if consistently applied in your
business for the next 90 days, would lead to a step change your
organisation's growth
5. Assign resource and refine your process to include this activity and monitor it
on an ongoing basis. For example, add it as a recurring agenda point to your
regular sales meetings.

6. DETERMINING STRATEGIC PLAN
FOR LONG TERM OBJECTIVES
BASIC STEPS TO DETERMINE STRATEGIC PLAN FOR LONG-TERM OBJECTIVES
STEP 1
Create a strategic plan that includes a list of all long-term business objectives. It includes,
increasing profits by a certain percentage, expanding the business by hiring new employees or
moving to a larger facility or increasing the number of products and services currently offered.
STEP 2
Support each long-term objective with smaller, short-term objectives. For example, if you want to
increase business profits by three percent over the next five years, list several short-term
objectives, such as updating your website to accept online sales, conducting market research to
find new target markets and reducing overhead costs by a specific percentage.
STEP 3
Measure the success of short-term objectives to ensure that these objectives effectively help
reach long-term objectives. For example, if you update your website to generate online sales, but
overall sales have not increased over the last sales quarter, you may need to determine ways to
attract more online customers.
STEP 4
Evaluate the strategic plan each year to see if you need to readjust long-term objectives.
Unfortunately, long-term objectives that seem necessary now may no longer be necessary in a
year or two. Make changes to these objectives accordingly.

7. SETTING THE ACCOUNT STRATEGY
There are four steps to set an effective account strategy.
 Analyze your current position with regard to your
account and with regard to your specific sales
objective.
 Think through possible Alternate Positions.
 Determine which Alternate Position would best
secure your objective and devise an Action Plan to
achieve it.
 Implement your Action Plan.

8. CONCLUSION
 Establish a clear and meaningful strategic planning
process.
 Engage all levels of employees to ensure success.
 Use an innovation process for all new product
development and service delivery.
 Create projects to manage the strategies and
prioritize all of these projects to ensure they are
properly resourced.
 Re-shape the organizational culture to be more
adaptive to the changes the strategic plan requires.