Back to Basics – You Still Need Strategy Before Tactics

With more channels, more platforms and more “quick wins” than ever, many businesses dive into tactics first. But Mark Ritson, Marketing Week and Mini MBA warns: without strategy, tactics become noise.

The Warning

• Mark Ritson writes: “Marketing strategy is where we play and how we win … Tactics are how we then deliver on the strategy and execute for success.” Marketing Week
• He calls the rush to tools and immediate action “the tactification of marketing”. marketing aX borders

Why Strategy Matters

• Strategy defines: audience, positioning, objective, channels, and resource allocation.
• Tactics executed without that foundation often lead to wasted budget, diluted message, and confused brand.
• In your sectors, investment decisions are significant; marketing must be clear, supported, and structured.

How To Get Strategy First

• Define your objective – Be specific: e.g., “Generate 40 qualified leads in the next 90 days.”
• Identify your audience – Who are they? What do they care about? What moves them?
• Clarify your positioning – Why you? What value? What difference?
• Map your channels – Based on audience behaviour—not just what’s trendy.
• Add tactics aligned to strategy – Then choose tools, creatives, and budgets.
• Track what matters – Not every metric. The ones that map to your objective.

Example

A B2B service firm may want more contracts with regional landlords. Strategy: “Position as the trusted compliance partner for residential landlords in the Northwest.” Then tactics: LinkedIn thought leadership + regional event + downloadable guide + dedicated sales pack. Without a strategy, just posting on social, you’ll struggle.

If your marketing brief starts with “let’s do TikTok” or “let’s try reels”, pause. Let’s build the strategy first. Then deliver with purpose.
Get in touch

Reference:
Marketing Week: Read Article