Land Strategy Planning Overview

About the Program

Land Strategy Planning is a focused engagement that produces one thing: a documented playbook that makes it crystal clear how the client's company opens new relationships.

Every client has growth targets. Few have a defined strategy for how they'll actually reach them. This program closes that gap — establishing the specific strategies and tactics the client will use to attract and start net new relationships, who owns each part of the process, and how execution will begin.

The engagement runs across five sessions over approximately six weeks. The first four sessions develop the strategy. The fifth delivers the complete Land playbook to leadership — not as a handoff, but as an alignment moment that commits the team to execution.

The shape of the playbook varies by client objective. A client pursuing a new geographic market produces a different strategy than one targeting a new industry or building a new channel mix. What stays consistent is the structure: a documented plan for how the client will attract and start relationships with net new customers — and who is accountable for making it happen.

When to Recommend

Recommend Land Strategy Planning when a client has a growth target in mind — a new market, a new industry, a customer segment they haven't reached — but no documented strategy for how they'll pursue it or who's responsible for making it happen.

The trigger isn't uncertainty about the opportunity. Most clients are clear on what they want to go after. The gap is execution: no defined approach, no assigned ownership, no documented plan the team can actually work from.

Look for these signals:

• Leadership has named a specific market, industry, or customer segment they want to pursue but has no plan beyond the intention
• The team knows outreach needs to happen but can't articulate the approach or who owns it
• Multiple people have opinions about how to go to market but there's no alignment on a single direction
• A previous attempt at new business development stalled because the strategy was never documented or assigned

Strong signal:

"We know [xyz market] is our biggest opportunity. We just don't have a plan to go after it."

Role of the MiM™ Team

MiM™ Coach

The Coach leads the Land Strategy Planning engagement — facilitating each session, building the strategy alongside the client, and presenting the completed playbook to leadership in Session 5. The Coach keeps the work grounded in what the client's team can actually execute and ensures the strategy holds together as a system before execution begins.

Relationship Developer (Studios)

The Relationship Developer supports the engagement when outreach strategy or target identification requires additional depth. Not every engagement requires a Relationship Developer, but the Coach should involve one when the client's approach is channel-heavy or when the team needs help thinking through how relationships will actually be initiated.

MiM™ Architect

The Architect supports the engagement by building the deliverables into the client's MiM™ digital playbook as the sessions progress. The Architect does not attend sessions — their role is ensuring the strategy is documented, organized, and ready to present by Session 5.

Program Outline

Land Strategy Planning is delivered across five sessions over approximately six weeks. Each of the first four sessions advances a specific component of the client's Land strategy. Session 5 brings the complete playbook to leadership for review and commitment before execution begins.

By the end of the engagement, the client has a complete, documented Land strategy — built out in their MiM™ digital playbook and ready to execute. The question of how the company opens new relationships has a definitive answer, and the team has the direction, the process, and the ownership to act on it.