Research objective: The purpose of my research is to generate new understanding of what organisational interpretation, sensemaking and structuring processes in organisations mean in a way that can be used not only retrospectively but actively in strategic planning. In the study of these processes my focus will, more specifically, be on how sensemaking processes are transformed into strategy and policies to be applied in daily routines, especially sales/marketing strategy routines. By acquiring a broader comprehension of the structuring and strategising processes the intent is to improve organisations' competitiveness. Instead of concentrating on decision making I wish to contribute through a better understanding of the processes leading up to decision making. Knowing what guides decision making could mean an even better possibility of making the right decision and implement it in new structures and routines. Furthermore, I will look at these processes on various organisational levels in order to study organisational sensemaking from a top-down as well as a bottom-up perspective.