Tuesday, January 09, 2007

Strategy versus Tactics

Seth Godin talks about Strategy. Many people write to him frustrated about marketing (and sales) that just are not working. It might be that you have a bad plan (strategy) or that you are executing it all wrong (tactics):

This feels like a tactical problem. It's not. It's a strategy question. And the strategy involves the entire business and the products they choose to sell. Here's the difference: The right strategy makes any tactic work better. The right strategy puts less pressure on executing your tactics perfectly. It takes real guts to abandon a strategy, especially if you've gotten super good at the tactics. That's precisely the reason that switching strategies is often such a good idea. Because your competition is afraid to.

Landing the Deal looks at it from a salesperson's perspective here.

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