BTM #10: Four signs it’s time to launch an internal strategy campaign

You’ve got a plan.

A bold vision. A deck. Maybe even a few town halls under your belt.

But something’s still off.

The team isn’t moving as one. Managers are defaulting to old priorities. Employees are quietly wondering if leadership is just… making it up as they go.

If that sounds familiar, you don’t need another strategy offsite. You need a strategy campaign—internally.

Here are four signs it’s time to rethink how you’re communicating strategy across your company:

1. You’re the only one talking about the strategy.

If your leadership team can’t explain the strategy consistently—or if it hasn’t made its way to the frontlines—you don’t have alignment, you have a silo.

2. Employees are asking questions they should already know the answer to.

“Why are we doing this?” “What’s the goal here?” “Does this change anything for us?”

If you’re hearing these questions post-rollout, it’s a signal they weren’t fully equipped to act on the strategy.

3. Managers are stuck in the middle.

They want to lead with confidence, but they don’t have the tools to connect high-level priorities to daily work. That gap creates confusion, delays, guesswork and disengagement.

4. The team is moving—but in different directions.

When priorities feel disconnected across functions, it’s not typically a motivation problem. It’s a messaging problem. People can’t execute what they don’t fully understand.

So, what should internal strategy communication look like?

It’s not just “mentioning the plan” at all-hands, or sending a single email (...it goes beyond the memo!).

It’s a real campaign, built like you’d approach an external product launch:

✅ Clear, plain-language messaging that explains the what, why, and now what

✅ Manager toolkits with talking points, FAQs, and conversation guides

✅ Reinforcement through existing channels (Slack, 1:1s, standups, performance reviews)

✅ A feedback loop that gives employees a voice and leaders a pulse check

When you do this well, here’s what happens:

→ Employees feel confident in where the company’s going

→ Managers know how to lead with clarity

→ The team starts making decisions aligned with your strategy

→ Leadership builds trust through action, not just intention

Most growing companies wait too long to fix this. They assume the team “gets it," or that one presentation will carry the message through Q3.

But if your people aren’t making decisions that reflect your strategy, it’s not sticking—and it’s time to change that.

If you want help turning your strategy into something your employees can act on,

I’ve built campaigns just for this moment. Let’s talk.

—Alex