Whether you’re talking about professional sports or marketing, you need strategy to win. But you also need the tools and the know-how to fuel the strategy. Without the strategy, tools, and know-how, all you have is a random collection of plays and no playbook to hold them together. So, what’s the difference between marketing strategy vs. marketing tactics?
Strategy is the overarching plan to meet a goal, and tactics are the individual activity keys that help us reach the goal.
To help determine your strategy, start by answering some key questions:
Your answers to these questions will help determine the strategy you employ. They are components of the total goal, and they are also how progress can be measured along the way.
Tactics, on the other hand, are how we get there with various resources typically attached to them. Tactics have a start and end date. Action points and milestones represent incremental progress towards the goal.
Tactics are owned, meaning when we deploy a tactic, we assign a specific person or team to own the task. Viewed together, the tactics we apply give us the means to track KPIs related to the strategy. Here are just a few examples of tactics:
Customer relationship management (CRM) is the most powerful tool that a marketer can have. Your CRM will ensure that your strategy is on track and that the tactics to support it are working, or to determine whether they need adjusting.
A CRM like HubSpot could help you track your critical metrics in a clear dashboard reporting format so you can attach a value to every tactic in interaction.