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August 30, 2023

Future in Focus: The 5-Year Growth Playbook

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A critical tool in leaders’ bag of management tricks is the 5-year strategic planning process. This process helps achieve alignment not just on common objectives but also on the shape and meaning of the capabilities underpinning that strategy’s execution.
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August 30, 2023

Russ Lange


A fervent believer in the promise of human powered growth, Russ leads CMG in partnering with companies to help them become aligned, agile, customer-driven enterprises that unleash the potential of their organizations with sustainable improvements in focus, teams, culture, and process our clients.

About The Author

Mark Chinn


Mark leads CMG in partnering with Telecom companies to help them increase customers and accelerate revenue. His 25+ years of experience in growth, strategy and execution includes B2C and B2B multi-channel acquisition programs, customer experiences that surprise and delight, pricing that optimizes customer value, and innovative product development.

The increasing pace at which markets move is driving organizations to lean even more heavily on executive leaders focused on driving and achieving top-line growth.

While the titles may vary across organizations, the executives in charge of scaling a business are increasingly responsible for setting and executing a firm’s strategic direction. The Chief Strategy Officer (CSO), Chief Revenue Officer (CRO), and Chief Growth Officer (CGO) are all keenly focused on determining the best path to unlocking the potential of their organizations. They share the goal of realizing meaningful revenue growth.

A critical tool in these leaders’ bag of management tricks is the 5-year strategic planning process. This process helps achieve alignment not just on common objectives, but also on the shape and meaning of the capabilities underpinning that strategy’s execution: the customer, operational, and financial outcomes that will secure the organization’s future.

Navigating the Landscape: Mission-driven organizations face unique challenges in an era of evolving priorities and competing agendas. To thrive, these organizations must define future goals and create  frameworks that can animate organizational functions while ensuring an aligned executional effort. As the strategic planning process owners, CSOs, CROs, and CGOs play a pivotal role in guiding their organizations through this complex terrain.

Identifying Growth Opportunities and Mitigating Risk: The best strategic plans crystallize key business goals, establish performance indicators, and define execution strategies. This approach helps identify growth opportunities and guarantees operational risks are assessed and mitigated. Risk mitigation includes ensuring customers’ needs are met. Their experiences with your brand should go beyond creating engagement opportunities and extend further toward advocacy and evangelism. Focusing on “customer centricity” is critical to helping organizations unlock compelling value by making their customers their mission.

A Success Story in Action: CMG recently developed a 5-year strategic plan for a Healthcare client that helped in the achievement of the client’s long-term growth objectives. Once alignment had been established across the executive leadership team, the entire organization was able to unite around a set of executional requirements and performance metrics. The team was then able to use those insights to determine objectively whether the organization was on track to achieve its outcomes. That visibility led to more member-driven program development that improved satisfaction and brand engagement, drove benefit utilization, delivered penetration growth within key target segments, and improved operating margins.

Starting Your Journey:

  1. Assess Your Organization, Market, and Customers: Before beginning any strategic planning effort, there must be clarity regarding your organization's current state, market dynamics, and member needs. An impactful market-based assessment will highlight specific growth opportunities and identify potential risks.
  2. Develop Insightful & Relevant KPIs: Collaborate across your organization to define Key Performance Indicators (KPIs) that will effectively establish your organization’s progress toward its stated goals. We have found monitoring and measuring progress along a business’s executional success path critical.
  3. Foster Organization-Wide Growth Focus: Cultivate a growth mindset throughout your organization by enabling teams to embrace new ideas, take calculated risks, engage meaningfully with key internal stakeholders, and pursue continuous improvement to spark innovation and maximize customer value.

Securing the Future Today: For growth leaders, 5-year strategic planning isn't just a tool: it's a pathway to securing the future. By aligning an organization – from leaders to frontline staff – firms begin constructing a reality where success is achievable and sustainable.

At CMG, our strategic planning approach empowers growth leaders to identify valuable opportunities, prioritize options, mitigate risks, and create a tailored implementation roadmap that equips organizations to achieve their objectives and deliver increased value to customers.