Webinar Series on IABC Academy: How to Write a Truly Strategic Marketing Plan

David Lazarenko

A solid strategy looks at where you are today, and where you want to be tomorrow – then creates a plan to get there.

In this four-part webinar series, Think Shift's president David Lazarenko will help marketing and communications professionals “rethink” their strategic development process. This series, hosted by the International Association of Business Communicators (IABC), will:

  1. Uncover the shortfalls of existing methodologies
  2. Reset focus on what matters most in your strategy
  3. Challenge you to determine whether it’s you or the process at fault
  4. Outline a new step-by-step process you can use going forward

In the end, listeners will have the tools they need to build a measurable, effective strategy, one that outlines an organization’s ultimate strategic destination and marketing’s role in getting them there.

Don’t let your marketing strategy and plans fall flat next year. Register now on IABC Academy or read more of David’s strategic marketing insights on our website.

Register for the IABC Webinar Series



Hello IABC Members. I'm David Lazarenko, president at Think Shift. Quick show of hands for me:

How many of you have worked tirelessly planning and executing on your marketing and communications efforts, only to see them fall short at the end of the year?

Now, how many of you have actually gone back to those plans - reworked and re-executed them, only to see them fall short yet again? While I can't see your hands, I'm guessing there's quite a few of them up. Fortunately, you're not alone.

Over my 20 years of experience, I've seen bad strategies happen to good people all the time. That's why in my four-part webinar series for IABC, I'm going to shed light on:

  • Why this lack of performance happens
  • How and where it occurs
  • A strategic framework to ensure it never happens again

If you're ready to change how you approach your marketing and communications strategy, sign up for the webinar series.

If you're still on the fence and want to learn more about my thinking and expertise, check me out on our website. Talk to you soon.


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