I recently had the privilege of guest lecturing at Bentley University’s eMarketing class, hosted by CC Chapman. The most important point of the evening was that strategy is where we must always start as marketers.
- If we don’t know why we’re doing something, we don’t have a winning strategy.
- If we don’t have SMART goals, we don’t have a winning strategy.
- If we don’t respect the limits time imposes on us, or our resources and competitors’ strategies, we don’t have a winning strategy.
Strategy is goals times methods, limited by time and the environment.
- If we’ve got the right goals but the wrong methods, our strategy will fail.
- The reverse is also true.
- No goals or no methods? Multiply anything times a zero and we get zero.
If you’re starting marketing and you’re not talking goals and methods, or constraints on those goals and methods, you’re not talking strategy — and strategy is where you must start.
You might also enjoy:
- How to Set Your Public Speaking Fee
- The Evolution of the Data-Driven Company
- Best Practices for Public Speaking Pages
- How to Set Your Consultant Billing Rates
Want to read more like this from Christopher Penn? Get updates here:
Get your copy of AI For Marketers (2019 Edition)