Many organizations develop strategic plans that include corporate statements such as Mission, Vision, and Values.
These statements are typically based on two different perspectives: the company’s current reality and the future state it aims to achieve. Both of these moments—the present and the future—can be effectively represented through maps.
Different stages of the organization
In the example shown in Figure 1, darker colors represent higher values, while lighter colors represent lower values.
The map on the left represents the company’s current situation and can be created using existing data, such as:
- Sales performance
- Number of customers acquired
- Market share
- Revenue
- Other commercial and operational indicators
The map on the right represents the company’s desired future state. Notice that this map contains a larger number of darker areas, illustrating the organization’s objective of improving its business performance indicators.
From the present to the future
Commercial, operational, and marketing initiatives are the mechanisms that transform the map of the present into the map of the future.
By visualizing strategic objectives geographically, organizations can better understand:
- Where growth opportunities exist.
- Which regions require additional investment.
- How resources should be allocated.
- Whether strategic goals are being achieved.
- How market presence is evolving over time.
Monitoring progress
Ideally, the map of the present should be updated regularly to determine whether the organization is moving toward its desired future state.
This continuous comparison between current performance and strategic objectives allows decision-makers to:
- Track progress.
- Measure results.
- Identify gaps and opportunities.
- Adjust strategies when necessary.
- Improve planning and execution.
Strategic mapping applications
Maps can be used to support strategic planning in areas such as:
- Sales and marketing
- Customer acquisition
- Market expansion
- Logistics and distribution
- Retail network development
- Territory management
- Business intelligence
By transforming strategic goals into geographic visualizations, maps become powerful tools for planning, communication, and performance monitoring.
Additional Resources
More information about strategic mapping and thematic map creation is available in the tutorials section:
The map of the present shows where an organization is today; the map of the future shows where it intends to be. Strategic planning is the process of connecting the two.