Strategy vs tactics

Strategy vs tactics.

Of course we must have both.

However, I must say in my career, it's been a consistent 'challenge' to ensure the marketing teams reputation internally is known for strategy and positioning, rather than who you come to at the end for the 'email' or the 'design' aka: the tactics.

So how can we continue to up level marketing's reputation?

Well, one by providing bloody good advice, but secondly by asking the right questions.

I was struck in a meeting recently by the simplicity of 'asking'. It's easy (especially when things are fast-paced) to get rushed into the campaign, the tactic, the channel.... but by asking the right questions we can begin the journey of moving away from the colouring in corner and into the strategic one.

The number #1 question I'm using this week is this:

What's our end goal?

If you've already decided on the output, the channel (it needs to be a social media campaign, or a direct email etc) then you're in the wrong corner.

Begin with the end in mind and ensure that your internal teams (or your client) is briefing you on the goal, what is the result you will be measured on? And then come up with the creative ideas.

It sounds so simple, but you'll often find the answers are surprising.