Understanding Strategies, Tactics and Measurement
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Understanding Strategies, Tactics and Measurement

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Strategy and tactics are two of the most common terms in the marketing world. Yet, perhaps because they are so common, it’s hard to know what they really mean. The trouble with this is two major ...

Strategy and tactics are two of the most common terms in the marketing world. Yet, perhaps because they are so common, it’s hard to know what they really mean. The trouble with this is two major challenges. If we don’t know what these things really are, then how can we evaluate them? That is, without an understanding of these tools, how can we recognize, manage, or buy good strategy and good tactics? In addition, without a full understanding of these two things, it’s hard to connect them. As we all know, strategies are all too often shelved or ineffective. And tactics are all too often directionless. That is, strategies are often empty and tactics are often blind. In the end, not fully understanding what these things are and aren’t can easily result in wasted time and money as well as in frustration and indecision. In this presentation, I offer definitions of strategy and tactics. Based on this, I discuss the features of good strategy and good tactics. And I add to this a crucial missing element, often overlooked: measurement.

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Understanding Strategies, Tactics and Measurement Understanding Strategies, Tactics and Measurement Presentation Transcript

  • Understanding Strategies, Tactics and Measurement
  • Agenda
    Problems with strategies, tactics, and measurement
    Definitions
    Evaluating strategies, tactics, and measurement
  • Problems with Strategies, tactics, and Measurement
  • Problems
    Recognition
    Evaluation
    Relation
  • Strategic Gap
  • Definitions
  • Projects vs. operations
    Projects are not ongoing
    Projects improve operations
    Operations has metrics, not projects.
  • Projects improve operations
    8%
    Operations
    Project
    4%
    Operations
    Strategy + Tactics
  • Project components
    Strategy
    Tactics
    Measurement
  • Strategy
    A strategy is a framework to establish and evaluate tactics with regard to a goal of improving operations.
  • Strategic Goals
  • Tactics
    Tactics use best practices and strategic direction to improve operations.
  • Measurement
    Project metrics vs. strategic metrics
    Qualitative vs. quantitative
  • Projects vs. strategy, tactics, and measurement
    Strategy
    Metrics
    Tactics
  • Projects vs. strategy, tactics, and measurement
    Project
    Project
    Project
    Strategy
    Metrics
    Tactics
  • Projects vs. strategy, tactics, and measurement
    Project
    Strategy
    Metrics
    Tactics
  • Projects vs. strategy, tactics, and measurement
    Project
    Project
    Project
  • Projects vs. strategy, tactics, and measurement
  • Evaluating Strategy, Tactics, and Measurement
  • Evaluation—Good Strategy
    Statement of the problem
    Support material
    Statement of the solution
    Tactical project list
  • Evaluation—Good Tactics
    Agnostic with respect to goals
    Methodology
    Integration into operations
    Realistic
  • Evaluation—Good Measurement
    Quantified
    Simple
    Tied to larger goals
    Trackable in near real-time
    Automatable
  • Evaluation—Connectedness
    Overarching goals  strategy
    Strategic tactics list  tactics
    Strategic goals  measurement
    Tactical execution  measurement
    Overarching metrics  measurement
  • Conclusion
  • Questions
    If strategies guide tactics, does this mean that a strategy never (or shouldn’t change) during the tactical phase?
    Is a robust project management process, tools, etc. required to even begin strategy or tactics?
    What if we’re already in the middle of all this? Is there a way to get “back on track” without starting over?
    Do we need to staff a strategist on tactical projects?
    Were you serious about that project manager remark?
    Strategies influence tactics. But, is there any way that tactics “influence” strategies?
    I already did, or paid for, a strategy that now I realize isn’t helping me. I can’t go back and redo it, so what should I do?
    What if I have a strategic question during tactics that isn’t answered by the strategy?
    Can you really convert any qualitative goal into a quantitative goal?