17
Mar
2010
A loan flipchart for everyone to review
Two businesses—one a well-known bank and the other an investment firm—were planning to undertake a joint marketing program to expand the bank’s investment opportunities and generate new customers. The bank’s vision statement:
To enhance the value of our investors’ portfolios through long-term investing strategies while building trust and confidence by using the most rigorous financial analysis tools and face-to-face research to ensure investment security.
The investment firm’s vision statement: To provide our customers with the highest level of banking products and services with convenience and a safe and friendly attitude.
On the surface, the vision statements are complementary. The question that partners should ask themselves while strategically planning their partnership is this: “Based on these vision statements, what are the commonalities and the differences?” Then they can brainstorm these items and list them on a flipchart for everyone to review. Is there some difference that would prevent the two organizations from creating a joint marketing plan?