Marketing Strategy Vs. Tactics

The tactician says...

• "I need to get more leads."
• "Sales is a numbers game, people!"
• "Let's buy the biggest ad in the yellow pages so people will call us instead of our competitors."
• "Let's put an ad on Craig's List."
• "We need to cut our prices to stay competitive."
• "What's the latest marketing technique?"
• "What's the cheapest way to get leads?"
  

The strategist asks...

• "How can I differentiate myself from my competition so people will choose me instead of my competition...even if my prices are higher?"
• "How can I increase my lead-to-sale conversion rate?"
• "How can I increase the value of each customer/client so I don't have to chase down new leads all the time?"
• "How can I get people to chase me instead of the other way around?"
• "How can I make sure that my customers/clients stay with me for as long as possible?"
• "How can I afford to outspend my competitors on acquiring new customers/clients?"

No wonder it's the strategist who always wins!