Tactics are nothing without a clearly defined strategy
A CEO I talked to last week told me:
“Our marketing is a Frankenstein setup, a patchwork of things that aren’t cohesive.”
And usually this means one thing:
Tactics have been put before strategy.
When you pick the tactics (tools, tech, toys) before you have a clearly defined strategy...
It's easy to end up with good individual pieces...
That don’t work well together.
It’d be like building a car based on the parts available...
Rather than the parts you need.
Which might get you moving.
But not at the speed you want.
The answer?
Exactly what this CEO is doing:
Take a step back to evaluate.
Create a strategy.
Decide on tactics.
Then execute.
