CGMA tool: Strategy mapping

Strategy mapping is a tool created by Balanced Scorecard (BSC) pioneers Robert S. Kaplan and David P. Norton. It allows organisations to describe and communicate their strategies. The original formulation of the strategy map is based on the “four perspectives” of the BSC — financial, customer, internal, and learning and growth. The financial and customer perspectives — the outcome perspectives — are developed in response to the basic question “What do we want to accomplish?” The internal and learning and growth perspectives — the input perspectives — depict “How do we plan to accomplish it?”

A sample strategy map follows. For more, including a look at the benefits, questions to ask, and a list of dos and don’ts, go to