{"id":14654,"date":"2015-08-18T10:24:10","date_gmt":"2015-08-18T14:24:10","guid":{"rendered":"http:\/\/exob2b.com\/?p=14654"},"modified":"2022-01-03T09:28:04","modified_gmt":"2022-01-03T14:28:04","slug":"distinguishing-strategy-and-tactics-in-marketing-and-b2b-sales","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/distinguishing-strategy-and-tactics-in-marketing-and-b2b-sales\/","title":{"rendered":"Distinguishing strategy from tactics in marketing and B2B sales"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">Find the error in this statement: &#8220;Our strategy for next year will be to do more trade shows.&#8221;<\/span><\/p>\n<h3 class=\"p2\"><span class=\"s1\">Strategy or tactic?<\/span><\/h3>\n<p class=\"p3\"><span class=\"s1\">In simpler terms\u00a0:<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\"><i>Tactic\u00a0: <\/i><a href=\"https:\/\/exob2b.com\/en\/services\/market-implementation\/direct-marketing-campaign\/\"><span class=\"s2\"><i>do things correctly<\/i><\/span><\/a><i> (actions)<\/i><\/span><\/p>\n<p class=\"p4\"><span class=\"s1\"><i>Strategy\u00a0: <\/i><span class=\"s2\"><i>do the right thing<\/i><\/span><i> (intentions)<\/i><\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">All that is tangible, visible and concrete are tactics. This is why it\u2019s easy to fall into the trap of confusing strategy with tactics.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Therefore, participation in trade shows is tactical as it concerns implementation.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">The strategy and intention would be to develop a new geographic area or a new market for a product or service.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The strategy should then be expressed as follows: &#8220;Our strategy this year is to expand into new geographic territories with our <a href=\"https:\/\/exob2b.com\/en\/services\/turnkey-programs\/launch-of-new-products\/\"><span class=\"s2\">new product<\/span><\/a>.&#8221;<\/span><\/p>\n<h3 class=\"p2\"><span class=\"s1\">Inter dependence of strategy and tactics<\/span><\/h3>\n<p class=\"p3\"><span class=\"s1\">Strategy is not worth much if tactical marketing and sales do not materialize it.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Let\u2019s have a look at the relationship between the two and the pitfalls of being effective at only one of them. The following table shows the result according to the combination.<\/span><\/p>\n<p class=\"p3\"><img decoding=\"async\" class=\"alignnone  wp-image-18539\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2015\/08\/strategy-table-exob2b-300x92.png\" alt=\"Strategy vs tactic table Exo B2B\" width=\"395\" height=\"121\" data-wp-pid=\"18539\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2015\/08\/strategy-table-exob2b-300x92.png 300w, https:\/\/exob2b.com\/wp-content\/uploads\/2015\/08\/strategy-table-exob2b-768x235.png 768w, https:\/\/exob2b.com\/wp-content\/uploads\/2015\/08\/strategy-table-exob2b-1024x313.png 1024w, https:\/\/exob2b.com\/wp-content\/uploads\/2015\/08\/strategy-table-exob2b-800x244.png 800w, https:\/\/exob2b.com\/wp-content\/uploads\/2015\/08\/strategy-table-exob2b.png 1254w\" sizes=\"(max-width: 395px) 100vw, 395px\" \/><\/p>\n<p class=\"p3\">\u00a0<\/p>\n<h3 class=\"p2\"><span class=\"s1\">Can\u2019t see the forest for the trees<\/span><\/h3>\n<p class=\"p3\"><span class=\"s1\">Many put their efforts in a so-called &#8220;strategic&#8221; plan, as they engage in the development of tactics and an implementation schedule.<\/span><\/p>\n<p class=\"p3\"><strong><span class=\"s1\">Essential questions: <\/span><\/strong><\/p>\n<ul>\n<li class=\"p7\"><span class=\"s1\">Why invest in trade show participation?<\/span><\/li>\n<li class=\"p7\"><span class=\"s1\">Why direct marketing or inbound marketing?<\/span><\/li>\n<li class=\"p7\"><span class=\"s1\">What performance indicators will you use to measure your efforts?<\/span><\/li>\n<li class=\"p7\"><span class=\"s1\">Will these initiatives serve the strategy?<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Which strategy to use?<\/span><\/li>\n<\/ul>\n<h3 class=\"p2\"><span class=\"s1\">1\u00a0: Develop a strategy<\/span><\/h3>\n<p class=\"p3\"><span class=\"s1\"> Developing a strategy is to:<\/span><\/p>\n<ol>\n<li class=\"p7\"><span class=\"s1\"><strong>Make choices<\/strong><br \/><\/span><span class=\"s1\">According to the business objectives set, you must choose what you will or will not do, depending on the objectives. Focus.<\/span><\/li>\n<li class=\"p7\"><span class=\"s1\"><strong>Improve its chances of success<\/strong><br \/><\/span><span class=\"s1\">Perfection doesn\u2019t exist. Generate the best strategy you can and continually refine it.<\/span><\/li>\n<li class=\"p7\"><span class=\"s1\"><strong>Combine rigor and creativity<\/strong><br \/><\/span><span class=\"s1\">We must think outside the box and rely on data. We must continually make assumptions supported by evidence and put them to the test. Do <span class=\"s2\">marketing research<\/span> if necessary.<\/span><\/li>\n<\/ol>\n<h3><span class=\"s1\">Take a step back<\/span><\/h3>\n<p class=\"p3\"><span class=\"s1\">Before you jump into a tactical schedule and call it a strategy, <a href=\"https:\/\/exob2b.com\/en\/services\/strategic-planning\/strategie-marketing\/\"><span class=\"s2\">step back and ask yourself the following questions<\/span><\/a>:<\/span><\/p>\n<ol>\n<li class=\"p3\"><span class=\"s1\"><strong>What is the ultimate objective?<\/strong><br \/><\/span><span class=\"s1\">Avoid generalities such as &#8220;increased sales&#8221;. Be specific. Here are some examples:<\/span>\n<p>\u00a0<\/p>\n<ul>\n<li class=\"p7\"><span class=\"s1\">Entering the eastern US market with a new product.<\/span><\/li>\n<li class=\"p7\"><span class=\"s2\"><a href=\"https:\/\/exob2b.com\/en\/services\/turnkey-programs\/loyalty-program\/\">Retain our customers<\/a><\/span><span class=\"s1\"> in sector \u201cA\u201d, and increase the value of their annual purchases.<\/span><\/li>\n<li class=\"p7\"><span class=\"s2\"><a href=\"https:\/\/exob2b.com\/en\/services\/turnkey-programs\/generating-prospects\/\">Double the number of units sold<\/a><\/span><span class=\"s1\"> this year of product X in the Ontario market.<\/span><\/li>\n<\/ul>\n<\/li>\n<li class=\"p3\"><span class=\"s1\"><strong>What elements will guide you with regards to which actions to take?<\/strong><br \/><\/span><span class=\"s1\">Do you have in hand, the results of a market research to justify an approach to the U.S. market? Does the Ontario market have the potential to absorb 2 times more units?<\/span><\/li>\n<li class=\"p3\"><span class=\"s1\"><strong>What is the buying behavior?<\/strong><br \/>By what means do your buyers and decision makers seek your products and services?<\/span><\/li>\n<\/ol>\n<p class=\"p1\"><span class=\"s1\">Other issues must also be addressed. <a href=\"https:\/\/exob2b.com\/en\/publications\/5-questions-achieve-b2b-marketing-strategy-development\/\"><span class=\"s2\">Consult our guide on the subject.<\/span><\/a><\/span><\/p>\n<h3 class=\"p2\"><span class=\"s1\">Conclusion<\/span><\/h3>\n<p class=\"p3\"><span class=\"s1\">Doing things right is important (tactical). <span class=\"s2\">Doing the right things<\/span> (strategy) has even more importance, even if it is not perfect.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">During your next <a href=\"https:\/\/exob2b.com\/en\/b2b-strategic-marketing-planning\/\"><span class=\"s2\">annual planning<\/span><\/a> session, know when to step back and see the difference between strategy and tactics. And if you need help, <a href=\"https:\/\/exob2b.com\/en\/contact-us\/\"><span class=\"s2\">we\u2019re right there for you<\/span><\/a> \ud83d\ude09<\/span><\/p>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Find the error in this statement: &#8220;Our strategy for next year will be to do more trade shows.&#8221; Strategy or tactic? In simpler terms\u00a0: Tactic\u00a0: do things correctly (actions) Strategy\u00a0: do the right thing (intentions) All that is tangible, visible and concrete are tactics. This is why it\u2019s easy to fall into the trap of [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31,2],"tags":[],"class_list":["post-14654","post","type-post","status-publish","format-standard","hentry","category-sales-marketing-and-b2b-business","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Distinguishing strategy from tactics in marketing and B2B sales - ExoB2B<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/distinguishing-strategy-and-tactics-in-marketing-and-b2b-sales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Distinguishing strategy from tactics in marketing and B2B sales\" \/>\n<meta property=\"og:description\" content=\"Find the error in this statement: &#8220;Our strategy for next year will be to do more trade shows.&#8221; Strategy or tactic? 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