Strategic mapping is a fundamental tool for planning, optimizing processes, executing plans, making decisions and obtaining financial returns for any company.
When objectives and goals, as well as mission, vision and values are clearly defined and organized, it becomes much easier to recalculate routes and increase sales.
We brought you a simple explanation and some tips to know how to create an efficient strategic mapping. Keep reading and learn more.
Strategic mapping: what is it?
This tool is part of the methodology Balanced Scorecard (BSC), created by researchers Kaplan and Norton from Harvard Business School in 1992.
Yes, it was developed in the last century, but it is still essential for anyone who wants to achieve or maintain a successful business.
Kaplan and Norton's goal was to develop a business performance and evaluation model that could help companies visualize the best path to follow, as well as define the best strategies.
O strategic mapping brings together 3 main requirements for excellent management: focus, synergy and control. Furthermore, it is very useful for avoiding mistakes and for focusing on business priorities.
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Steps to create a strategic mapping
Determine the main objective
But before you set your first goal, think about why your company exists and what it can add to people's lives. After that, carefully review your business' mission and vision.
This information needs to be well outlined, as it will guide you from small to large actions, such as in the work routine of each area and in making more strategic decisions.
In short, during the first step, the main goal is defined and the projection of how much time will be needed to achieve it.
Define the company's vision for the future
Have a clear vision of your company's future, that is, where you want to go, knowing the possible threats to your business and market opportunities.
The vision for the future must be in line with the company's mission, values and purpose. Don't forget to also indicate goals and deadlines.
Start mapping with an approach top-down, starting from a more macro view and then moving on to a more specific one.
Define strategic themes for the main objective
Once you have defined your main objective and outlined your company's vision for the future, it is time to formulate themes for it. The themes will help you define paths for a more assertive arrival at your destination.
Strategic themes may include, for example, improving total costs, market leadership for certain products, customer loyalty, internationalization and geographic expansion.
Defining strategic goals and actions is essential for the perspectives of the customer, finance, internal processes and learning and growth.
Here are some examples:
- For the development of a new product;
- In the analysis of franchise models;
- In increasing team capacity;
- When hiring new employees;
- For purchasing control and management software;
- In the study of differences between companies and competitors.

Financial perspectives
Financial perspectives are usually specified at the top of the strategic mapping, divided into short-term (productivity) and long-term (revenue).
We can mention some of the financial perspectives:
- Revenue growth planning;
- Cost reduction plans;
- Use of internal resources;
- Productivity projection;
- Creation of new products;
- Market expansion;
- Cross selling e up selling.
Achieving financial goals requires a balance between productivity and income.
The increase in revenue, for example, can be linked to customer loyalty and a focus on recurring sales or the introduction of new products.
Already productivity It is aimed at reducing direct and indirect costs, that is, producing the same quantity of goods and services using fewer resources.
Customer perspectives
At this stage, the focus needs to be primarily on customer acquisition and retention, increasing revenue per customer, and reducing customer cost.
From the customer's perspective, also define strategies for:
- Improve relationships;
- Improve communication;
- Build customer loyalty;
- Grow the number of customers;
- Have operational excellence (quality and service and competitive prices).
Perspectives on internal processes
Internal processes are the basis for all the other perspectives above.
It is important to carry out a more in-depth analysis of internal activities that do not add value or delay and hinder the development of your business.
Pay attention to:
- Improve talent retention;
- Train and qualify employees;
- Improve internal communication;
- Update and purchase management software;
- Use tools and performance measurement;
- Buy new technologies to increase production.
The development of strategies in internal processes is fundamental to achieving the goals defined in strategic mapping.
Perspectives on learning and growth
These perspectives directly affect internal process strategies. This is where we define the competencies, skills and resources needed to achieve the goals set at the outset. It is important to cover:
- Human capital;
- Organizational capital;
- Information capital.
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Meet GS2 Digital Marketing
We are a digital marketing agency specialized in inbound marketing, focused on results, which uses strategic mapping in marketing.
We use the best digital marketing tools to produce assertive content for our clients, with creative and differentiated actions.
This seriousness and intelligence in digital marketing has led to the recognition of many of our clients, for whom we have become a lead generation and conversion machine.