Marketing is a vital function in any business, but it’s also an area where many organizations—particularly startups and founder-led businesses—make critical missteps. A common trap is jumping straight into tactical solutions like creating brochures, redesigning websites, or running ads without first developing a clear strategy. This approach often leads to wasted resources and unmet goals.

The lesson is clear: strategy must precede tactics.

Why Strategy Comes First

1. Defines Clear Goals
   A marketing strategy starts with identifying the business outcomes you aim to achieve. Are you looking to increase brand awareness, generate leads, or convert existing prospects into customers? Without a defined goal, even the best-executed tactics can fail to deliver meaningful results.
2. Identifies the Target Audience
   Knowing who your ideal customer is forms the backbone of any successful marketing effort. What are their needs, preferences, and behaviors? Where do they spend their time, and how do they consume information? A strategy ensures your marketing efforts are tailored to the right people.
3. Clarifies the Value Proposition
   Your value proposition is what sets your business apart. It’s the reason customers should choose you over competitors. Without a clear and compelling value proposition, tactical executions like ads or brochures may fail to resonate.
4. Ensures Resources Are Used Efficiently
   Without a strategic foundation, businesses often invest in marketing tactics that don’t align with their goals. This can lead to wasted budgets, low returns on investment, and frustration.

The Dangers of Jumping to Tactics

1. Misaligned Efforts
   A new website or social media campaign might look impressive, but if it doesn’t address the needs of your target audience or align with your business objectives, it won’t move the needle.
2. Unrealistic Expectations
   Founders or business leaders may expect immediate results from random tactics, not realizing that success requires a cohesive strategy. When these efforts fail, marketing is often unfairly blamed.
3. Inefficient Hiring
   Some businesses hire junior marketing roles or generalists to “just get things done” without having a senior marketing leader to guide strategy. This often leads to scattered efforts and underwhelming results.

How to Build a Solid Marketing Foundation

1. Ask the Right Questions
   Before initiating any marketing activity, it’s crucial to answer key strategic questions:
   • What business outcomes are we targeting?
   • Who is our ideal customer?
   • What is our unique value proposition?
   • Where do our customers engage with information or products?
2. Invest in Leadership
   If your company lacks marketing leadership, start by hiring someone who can develop and guide the strategy. A fractional CMO or experienced marketing strategist can lay the groundwork before junior hires or tactical efforts come into play.
3. Test and Learn Strategically
   With a clear strategy in place, you can execute tactics in a way that allows for measurable results. Analyze performance, gather feedback, and refine your approach based on data.

Examples of Tactical Missteps

1. Brochure Overload
   A company creates printed brochures assuming they’ll drive engagement, only to find that their audience primarily consumes digital content.
2. Website Redesigns Without Purpose
   Businesses may invest heavily in a website redesign without addressing user experience, audience needs, or SEO, resulting in a visually appealing but ineffective site.
3. Generic Social Media Campaigns
   Without understanding their audience, companies may post generic content on social media that fails to engage or convert.

The Bottom Line: Strategy Drives Success

Marketing is not about throwing money at flashy tactics and hoping for the best. It’s about building a solid foundation with clear goals, a defined audience, and a compelling value proposition. From this foundation, tactical executions can be deployed effectively and efficiently to drive results.

For founders and business leaders, the message is simple: invest in strategy first, and let tactics follow.