Rich Mironov gave a talk at SDForum’s Marketing SIG on where/how to build strategy in (young) tech companies.
What: Where Does (Should) Strategy Live in Your Company?
Where: Marketing SIG @ DLA Piper, 2000 University Ave, Palo Alto
When: April 12, 6:30pm – 9:00pm
PDF of the slides
Where does/should strategy live in your company?
Technology companies tend to break strategy into functional pieces: the CTO is responsible for a technology strategy, Marketing has a lead generation strategy and a customer/segmentation strategy, product managers each have a product strategy, Sales drives a channel/partner strategy. Often there’s a disconnect between these groups and their various strategies. This is even more frequent among software companies deploying agile development practices, since Engineering often sets up its own customer showcases and gathers some product requirements.
So what are the necessary elements to a company/business unit strategy, and who should participate? Some companies create strategy departments, which risk losing touch with product groups. Others form ad hoc teams pulled from various functions. Rich talked through some of the ingredients for good strategy, who needs to participate/collaborate, and some organizational models for making it work at start-ups and small single-product companies.