A strong planning cycle only works when every level of the organisation plays its part. Too often, Active Directions sees strategy remain at the Board level, never truly shared or owned by executives or teams. This playbook outlines the role of each group and the one behaviour they must avoid to ensure plans turn into action.
1. Shareholders & Board
Role:
Set long-term ambition, approve investment direction, and ensure alignment at the top. Define the “why” and the “where,” leaving the “how” to the executive team. Create a united message so the organisation has a clear north star.
Avoid micromanaging the execution or keep the strategy to yourselves. Withholding detail creates confusion, slows progress, and disconnects the business.
2. CEO
Role:
Translate Board ambition into a validated detailed strategic plan, business plans and forecasts and budgets. Empower executives, break big goals into achievable streams, and create accountability. Drive communication so everyone understands the plan, their roles, and the risks.
Avoid assuming people “get it.” You need to meet people where they are in terms of their understanding until there is clarity at each level. Silence breeds misalignment.
3. CFO
Role:
Balance ambition with financial reality. Shape investment priorities, model scenarios, and ensure budgets support growth goals. Provide data that helps teams make informed choices.
Ensure being an enabler who brings the right checks to strengthen the case for investment in business growth.
4. Executive Team
Role:
Build the detailed strategy: markets, customers, products, operations, people, systems, and reporting. Stress test assumptions, define sequencing, and commit to shared targets.
Be aware of any strategic projects that are dependent on your departments. Put in place alignment sessions with other departments where you can address dependencies proactively. Working in siloes spells a certain failure to any strategy.
One Core Message
Strategy execution succeeds when it is shared, understood, and owned at every level.
Ready to take the next step?