Ep #38: What's the Difference between Strategy and Tactics in Marketing?

Your job as a Fractional CMO is to stay focused on the big picture strategy and not get dragged into the tactics, but where is that line between them? That’s what Casey is discussing in this episode! Casey dissects the intricacies of what makes up strategies and tactics, and how you should approach conversations around both.

You’ll hear about how to delegate everything but leadership, what companies really want from a Fractional CMO, and how to strengthen the tactical abilities of your team.

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Episode highlights:


Marketers love to dive into all the fun ways to use tactics, but they miss sight of the strategy-level decisions. 

To recenter the conversation on the strategy level, ask, “what you are solving for?” This is where you need to dwell as the Fractional CMO. You need to be able to scale back from the tactics conversation and look at the bigger picture.

The strategy provides guardrails for the tactics used later on. The strategy is based on asking a question and the quality of that question determines the quality of the result.

Starting with the strategy allows you to solve bigger problems! You can and should delegate everything except leadership.

Instead of hiring your tactical work out to an agency with exorbitant pricing, you can hire an expert to come in and train your team in the company in that tactic.

This gives you a strong tactical knowledge base in your company overnight that you completely control!

As the Fractional CMO, you don’t need to know every tactic out there. What you need to know are strategy and leadership; those are what companies are looking for.

Quote of the show:


To get back to the strategy level in conversations, I like to ask the question of what are you solving for?”

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