“A strategy isn’t a map—it’s a compass.” —Seth Godin

Understanding the difference between strategy and tactics can make your marketing efforts more effective.

Strategy = Compass

Your marketing strategy serves as the guiding direction for business growth. It defines the goals and principles that shape every marketing decision, and it rarely changes. Without a clear direction, identifying which tactics to implement becomes challenging.

Tactics = Journey

Tactics are the specific actions—such as campaigns, events, and content—that bring you closer to your end goal. These actions adapt based on their effectiveness, allowing flexibility to realign tactics with your strategy. Documenting these tactics in a marketing plan serves as your map.

How They Work Together

Strategy provides a consistent, steady direction.
Tactics are the flexible actions that take you there.

When tactics align with strategy, your marketing becomes focused, effective, and aligned with your ultimate goals.