It’s Strategy that Makes Marketing Work Not Tactics

Chris Brown over at the Branding & Marketing Blog hits the nail right on the head with her post below. Stop living in what I call tactic land and develop a strong, sound strategy that the tactics can live in. The strategy is the structure upon which all activity is filtered through. When a company has no strategy, efficiencies decrease because there is no sounding board for whether a tactic makes sense or not..

While Chris is specifically speaking to the need for web sites, it addresses this issue nicely. Thanks Chris for the following insight:

Creating Marketing Tactics to Support Sales & Profitability

By Chris Brown, Branding & Marketing Blog

Sometimes a business professional will come to me and ask if we "do websites"... and if we do create websites, "how much?"

My answer is "Yes" and "It depends."

To me it's much more important to make sure the marketing strategy and marketing program aligns with the objectives of the sales department to support the overall company's strategy, than it is to "do a website." Otherwise, a new website is created, looks and works great, but the actual impact to the profitability overtime doesn't improve. I don't recommend doing a new website unless you it's part of your overall program. You want it to positively impact your overall sales & marketing goals. Tactics without strategy is wasting your marketing budget.

I've heard it called "Ready, fire, aim." You know what I mean.

To read the entire post click here and scroll down to the April 24^th post

Comments

[Chris Brown]

Jennifer:
Thanks so much for the mention.

It was pretty amazing that you and I were both working on posts about each other's sites at the same time.

That's one thing I love about blogging -- "meeting" like minded business professionals.

By any chance, are you attending the SOB Con '07 in Chicago in May? (Successful & Outstanding Blogs)

Chris

[Daniel Sitter]

I whole-heartedly agree with both of you. Strategy must come first.

How could anyone accomplish anything if action steps were first developed for a project which was yet to be defined!

I enjoy reading both of your blogs. Keep up the good work!