I love road trips, always have. We used to take massive road trips when I was a kid: out west, out east, downstate. It didn't matter where, I loved the windows down, sun on my skin, open road feel of an hours-long road trip. We would plan out the route on our atlas, taking care to plan stops where it mattered the most: Mount Rushmore, Fenway Park, Niagara Falls.
So when I got my own car in high school, you better believe I was ready to hit the open road. In the days before smartphones and GPS, everyone knew how to read a map. Or at least that's what I assumed. But I learned that lesson pretty quick when I took road trips with my friends that usually ended up with me pulling the map out of my co-pilot's hands because we were miles off route in the wrong direction. Eventually we would figure out where we were and continue on our merry way, with stories to share when we got back.
Now, being able to read a road map can be a valuable skill—especially if your phone battery dies. In the same way, knowing your company's marketing strategy and plan—your marketing road map, if you will—can be life-saving. Here's how to make sure you, and your marketing team, know how to read your marketing road map and are heading in the right direction.