Marketing Best PracticesStrategy

4 Reasons Why Strategy Must Drive Tactics

You’ve sent out dozens of email blasts. You’ve allocated an impressive budget for PPC advertising. You’re blogging. But you’re not seeing the results that you expected! BUT WHY?!!!!

We see this a lot. Organizations study marketing, they learn the latest techniques. They spend countless thousands of dollars towards marketing activities, but somehow never get the type of results that they read about on marketing blogs.

The problem isn’t a lack of enthusiasm. It’s not even necessarily that their tactics aren’t executed properly. In most cases where we see this, we observe that there is no real strategy. No systematic, strategic approach to creating a lead generation engine to feed leads to sales/

This is one of several reasons, we see, that strategy must drive tactics. Here are our top 5:


  • Inconsistent Effort – Without a cogent strategy with clearly illuminated goals, deadlines and a calendar to drive the strategy, marketing tactics tend to be scattershot and inconsistent. You have to have a strategy that contains a editorial calendar spelling out the deadline for campaigns and content generation. Having a calendar instills a discipline on an organization to work hard and focus to meet deadlines. In marketing, the formula is simple: Consistent, smart effort = Consistent results.
  • A Lack of Clarity Around how Discrete Marketing Activities  Should Work Together – Blogs, videos, podcasts, PPC ads, blogging, calls-to-action should all work together to draw in website visitors and convert them into prospects and leads. All the pieces must work together to produce meaningful results.
  • Marketing Activities are not Focused Around the Buyers’ Journey – All marketing strategy and tactics should be built around your targeted buyer personae. Marketing workflows and nurture campaigns should be married to the buyers’ journey. From the top of the funnel (general awareness) down to the bottom of the funnel (closing time.) Most people buy on emotion and then substantiate their decision based on facts. For this reason, top of the funnel offers should appeal to the emotions related to their pain. Bottom of the funnel offers should assure prospects that they have arrived at the right decision, so case studies can work well.
  • A Lack of Visibility into ROI – Strategy should be tied to campaigns, and campaigns should be tracked to ensure a positive Return on (Marketing) investment. If the strategy is off, campaigns will be off and it will be difficult to establish an ROI. To track the ROI, its critically important to track all expenses related to campaigns as well as tracking all marketing-generated leads through to closing. Whenever possible, accurate revenue data is helpful as it will ensure a clear ROI picture.

In the absence of a clear strategy, marketing execution can look like the embodiment of “fire, ready, aim.” It’s important to maintain a clear cogent strategy and have that strategy inform all marketing campaigns and tactics. If you’d like to learn more about developing a marketing strategy, let’s talk.