Strategic Marketing, Tactical Marketing, And Sales.  Do You Know The Difference?

Most people don’t know the difference.  They may refer to marketing when they mean sales, or vice versa.  There are significant differences between them, and there is a dependency seldom recognized.  Unless the strategic marketing issues are dealt with, it is impossible to do tactical marketing well; and if tactical marketing is not bringing interested parties to the sales people, they will be wasting time trying to find potential customers.

 

Strategic Marketing is about positioning the company in the marketplace.  The questions answered in this effort begin with “Why.”  The kinds of work done in Strategic Marketing are:

            Market Opportunity Identification

            Competitor Analysis

            Strategic Positioning

            Corporate Fit

            Alliances

            Acquisitions

 

Tactical Marketing is about executing the strategic plan.  The questions answered in this effort begin with “How.”  The kinds of work done in Tactical Marketing are:

Newsletters

Brochures

Catalogs

Advertising

Articles

Press Releases

Website Evaluation

Website Design

 

Sales is responsible for managing customer relationships.  This includes activities associated with booking orders, servicing the customer, and after-the-sale work.  The kinds of work done in Sales are:

            Responding to Leads generated by marketing

            Developing Relationships With Customers

Understanding Customer Issues

            Key Account Selling

            Booking Orders

            Customer Service

            Follow-Up Sales Calls

 

What We Can Do For You

T.G. Daly & Associates performs services that cover all 14 categories of strategic and tactical marketing shown above, and helps clients systemize their interactions with prospects and customers.

 

We conduct MasterMind training for companies to teach them how to develop powerful marketing (See MasterMind page).

 

We have a two day seminar that will teach your top salespeople how to penetrate and influence the key accounts now controlled by your competition.

 

The Marketing Process

In Marketing Consulting, we use a comprehensive and principles-base approach to marketing where we:

• Examine your business and evaluate your product or service offerings for points of differentiation.
• Help you understand what it is that your prospects are really looking for when doing business with companies like yours.
• Work to help innovate your business to hit the prospects "Hot Buttons" exactly.
• Craft the marketing messages that match the driving needs and the emotional intensity of the buyer.
• Design and secure the appropriate media to generate leads to get your business to grow.
• Design and create the marketing tools necessary to support your sales efforts.
• Assist in instituting a contact-management strategy, complete with a regularly scheduled series of marketing pieces.
• Employ tracking methods to measure results.

The Fulfillment Process

In support of the marketing effort, we provide the following services:

• Logo and Identity Packages
• Advertisement Design and Production
• Media Placement
• Brochure Design and Production
• Direct Mail / Postcards / Flyers
• Web Site design and Hosting
• Search Engine Optimization
• Application Development & Strategic Web Consulting
• Multi-Media design and production

Obviously, not all situations require everything above.  We choose those elements that most effectively grow sales, as determined by our research.

 

Check Marketing Tools for some cost-effective ways to increase business.