We’ve had many clients confuse a business plan with a strategic plan. A simplified explanation would be the business plan is an overview of the business as a whole for a specific amount of time chosen by you, usually around 5 years. Strategic plans have specific goals and are to be executed immediately with measurable results for a much shorter amount of time. If a marketing agency isn’t immediately talking about research in your industry, your challenges, your goals, a custom approach; ghost them.
