Think about your business. Are your marketing efforts yielding the results you expected?  Is your spend efficient?  Has the relationship with your customers, stakeholders, vertical, etc. improved as a result of your efforts?

Many companies are using valued resources to execute tactics, hoping for short-term success. When asked to explain how these initiatives are connected to the overall directives (longer-term strategy) of the company (build competitive advantage, gain market share, leverage emerging markets, etc.), I hear crickets.  Why?

I must admit that strategy isn’t easy, but it’s necessary  – serving as the playbook for your organization’s brand.

IF THE MAJORITY OF YOUR MARKETING ARE MARKETING TACTICS, THEN YOUR MARKETING NEEDS MARKETING (STRATEGY)!