Strategy and tactics must go hand in hand in order for a business to achieve a measure of true momentum but an effective marketing strategy must be in place before any set of tactics make sense.
This Sun Tzu quote, borrowed from the Art of War, and adapted for the title of the first workbook in the Catalyst Marketing System, pretty much sums up our feelings on the subject:
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
The reason strategy mostly gets lip service when it comes to a marketing process is because most people misunderstand what a marketing strategy really is. So, let’s start with what it’s not. Strategy is not a wish list, set of goals, a mission statement, or litany of objectives.