Strategy Articulation Map (SAM)

Definition of Strategy Articulation Map (SAM)

The Strategy Articulation Map (SAM) is a visual tool to help organizations understand and communicate their business strategy. It was developed to address the challenge of effectively communicating strategic intent across an organization.

Purpose and Role

The purpose of SAM is to provide a clear and concise representation of an organization's strategic objectives, goals, and initiatives. This makes it easier to understand the organization's strategic focus and aids in aligning team and individual efforts with the overall strategy.


A Strategy Articulation Map typically includes several key components:

  1. Vision Statement: This component describes the organization's long-term goal or where it aims to be in the future.
  2. Mission Statement: This articulates the organization's purpose, explaining its existence.
  3. Strategic Objectives are high-level organizational goals linked to the mission and vision.
  4. Strategic Initiatives are specific projects or activities designed to achieve strategic objectives.


The SAM is important because it facilitates clear communication of the business strategy across the organization. It helps ensure that all organization members understand the strategic direction and how their work contributes to strategic objectives. This alignment is crucial for successful strategy execution. Benefits

Benefits of using a Strategy Articulation Map include:

  1. Enhances understanding of the organization's strategy.
  2. Facilitates alignment of team and individual efforts with the strategy.
  3. Provides a basis for monitoring strategic progress.
  4. Enables effective communication of the strategy both internally and externally.

Pros and Cons


  1. Simplifies the complexity of strategic plans.
  2. Enhances communication and understanding of the strategy.
  3. Facilitates strategic alignment across the organization.


  1. Requires significant time and effort to develop.
  2. May oversimplify complex strategic issues.
  3. Needs regular updates to remain relevant and accurate.


Let's consider a healthcare organization with a vision to be its region's leading provider of patient-centered care. Its mission might be to provide high-quality, affordable healthcare services. The SAM might articulate strategic objectives such as improving patient satisfaction, reducing healthcare costs, and improving clinical outcomes. Each objective could then be associated with specific strategic initiatives, such as implementing a new patient feedback system, investing in cost-effective technologies, or establishing a clinical excellence training program for staff.

See Also