We find many companies that are expending resources trying to sell to the wrong markets against competitors who are way stronger than they are in the markets they are trying to sell into and lack of fundamental focus in this area as a result of not understanding their strategic marketing imperatives. We see companies that are selling the wrong products with the wrong people to the wrong customers and with strategic marketing planning work could fundamentally alter the odds and gain a much more solid footing in the markets where they have the best opportunity to compete to win. So strategic marking planning has a place in every company. Often times, business owners look at strategic marketing plans as documents that are put on the shelf and never actually put into practice but, if strategic marketing planning is done as an exercise and periodically updated as a part of your company