Let’s keep this simple. Here’s the framework:


In order to . . . (objective)

We will . . . (strategy)

By . . . (tactic)

“Learn it.

Love it.

Live it. “


It’s really that easy. Your brand has overarching goals. They don’t differ too dramatically from company to company much: increase sales, reduce churn, reduce operating costs, etc.

Annually your marketing and sales objectives should remain relatively stable:

  • increase product trial
  • product size, frequency
  • renew subscriptions
  • setup fees
  • cross-sell
  • and the like.

Strategies are the method to achieve your objectives. Tactics are the hands on tools and actions you will be taking to execute your strategy and achieve your objective. Make sense?

If you’re brand is lacking focus and/or needs to do a better job of staying on track with your business objectives and marketing goals, we should talk. Big picture or just getting some little things done, we can help.

And, remember. Hope isn’t a strategy.


Inspiration & Perspiration Found Here: