Planning marketing: What do we need to do to get from a strategy to a plan?

Even if we grow an innovative market strategy out of our customer focus and market sensing capabilities, our evaluation of market choices, the development of a value proposition and definition of a strategic position for our business in its market, as well as our evaluation of the underlying relationships on which the strategy is dependent, then we have not finished the strategy job. In almost all organizations we will need to produce a plan.