Tactics are nothing without a clearly defined strategySep 13, 2020
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.
Exactly what this CEO is doing:
Take a step back to evaluate.
Create a strategy.
Decide on tactics.
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