Let’s face it, strategy is often used interchangeably with tactics; with the “stuff” of marketing.
You’d think that having a strategy would be central to B2B business planning. But remarkably, that’s not always the case. We often hear that businesses want to forgo the strategic process because they have to focus on revenue.
What??
People will often pay for “stuff” at the drop of a hat before they’ll pay for strategy. After all, you can see “stuff.”
I can understand there's so much blah-blah-blah that poses as strategy: the long-winded words, the 40-page PPT deck, the group grope.
When strategy is replaced with a wish, it’s a 4-letter word.
When strategy is replaced with marketing “stuff,” you end up paying for freestanding tactics that aren’t anchored in reason; instead, they’re based on a wish.
- If only I could get that AdWords campaign right, I’d have the prospects I need.
- If only I had a beautiful website, leads would pour in.
- If only I had video, my lapsed customers would resurface.
When strategy is replaced with a wish, it’s a four-letter word.
No more random acts of marketing, people. Stop wishing and commit thyself to a strategy.
