Strategy Before Tactics, Knowing The Difference BY BILL LINK “Sales are lagging. Deadlines are looming. We need to do something – anything – to get some deals moving!” Sound familiar? It’s a scenario that plays out daily in countless organizations, across all industries, and in all
laying out a roadmap to reach those goals. A strategy in- volves a deep dive into market research, understanding the competitive landscape, and identifying the unique value proposition of your business. It’s the blueprint that guides all marketing efforts, ensuring they are aligned with the company’s overarching goals. Tactics, on the other hand, are the specific actions and activities designed to execute the strategy. These can range from targeted email campaigns and content mar- keting to SEO and social media strategies. Tactics are the boots on the ground, so to speak, the measurable and often short-term efforts that move the needle toward the strategic goals. While tactics are flexible and adaptable, they must always serve the grand vision outlined by the strategy. Stated more plainly, tactics are what you do, strat- egy is why you’re doing it. The Strategy-First Approach Adopting a strategy-first approach means prioritizing the development of a solid, well-thought-out strategy be- fore jumping into tactical execution. This approach ensures that all marketing efforts are cohesive, targeted, and, most importantly, effective in achieving the desired outcomes. It prevents the common pitfall of engaging in marketing activities that may seem beneficial in the short term but do not contribute to long-term goals. Integrating Strategy and Tactics The relationship between strategy and tactics is sym- CONTINUED ON PAGE 58
economic conditions. Invariably, this leads to calls from the C-suite and sales leaders to send out another email, buy another ad, create an- other flyer or put something on the home page! Such kneejerk reactions are un- derstandable when companies live and die by the success of their sales
Bill Link
team. Unfortunately, random acts of marketing rarely (if ever) get the sales pipeline flowing again. Do not misun- derstand, while these are all valid marketing tactics, they do not, collectively, or individually, constitute a marketing strategy. Tactics without strategy are arrows shot in the dark; lacking direction and unlikely to hit the target. Distinguishing Strategy from Tactics Your marketing strategy is the overarching plan or di- rection aimed at achieving your long-term objectives. It’s about setting goals that reflect the company’s vision and
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April 8, 2024
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