Usable Marketing

Failure in getting marketing results is usually either a failure of strategy or it's a failure of execution.  And by execution, I mean the tactics. Those are the two sides of marketing - strategy and tactics/execution.  To get strategy right, you need to understand 3 things: Strategy is quantum (i.e it's not incremental) Strategy is operational (i.e. it affects not only what you say to your market, but if it affects every business process that you have across your entire enterprise) Strategy is in the realm of belief building - It's about a big brand promise and manifesto. In the podcast a breakdown Walmart as an example of strategy. Now tactics is a different thing. For some folks where everything falls apart. Tactics is the actual building of the campaigns. It's building the website, it's building the lead funnel. It's generating traffic. It's doing a/b split tests, sending email, creating direct mail, running billboards, whatever happens to be appropriate for your business.  That is the