How to Build a Marketing System - Strategy and Tactics

You Hired Your First Marketing Person, Now What

You Hired Your First Marketing Person, Now What

By John Jantsch

You’ve done it, you’ve worked and pushed and sold your way into the realization that you need help. And thankfully, help means – help marketing the business.

So, you put out some feelers and landed an eager marketing assistant to, you know, “do marketing.” And that’s where the trouble began.

You see, do marketing is kind of fuzzy, but it’s all you’ve got, so you’re hoping your new marketing assistant can take your marketing success to date and run with it, but the reality is marketing is a system and your lack of one is never more evident until such time as you try to do it with the help of others.

The key to getting any business on track is two fold. First you must develop the marketing strategy that is perfect for your business and then you must install and operate a marketing system that takes advantage of that unique strategy

The first thing you must come to understand is that strategy and tactics are two very distinct functions and while, in some cases, the same person may perform them, they require a much different mindset and approach to develop.

Strategy vs. tactics

The first mindset is something I call the “owner’s mindset.” The entire focus of this mindset it to create and hold a marketing strategy and vision for the business based on a narrowly defined ideal client and core value proposition.

The second mindset is the “systems mindset.” In this frame of mind you move to building a marketing system designed to support your unique strategy and leverage and amplify the unique strengths and opportunities that exist in your market.

If you’re ever to create marketing momentum in your business you must embrace a marketing strategy as your core reason for being and you must be able to bring others into your organization and teach them how to operate your marketing system.

You simply can not have one without the other.

Sounds simple right?

If any of this sounds right to you, then I’ll leave you today with a bit of a commercial.

I’ve created a unique, two-session live and in-person workshop that’s aimed fully at this strategy and tactics approach.

Introducing . . .
The Ultimate Marketing Strategy Workshop and System Training

In this unique, live and in-person two session workshop, participants will learn how to create both strategy and tactics, ideas and execution, and get the entire marketing team on the same page – even it that team is just you.

This two-session event is designed to help business owners build a marketing action plan from the two core points of view – Strategy and Tactics.

The first session is set up for the business owner’s mindset so they can discover and refine a marketing strategy for their entire business. The second session is designed for more tactical business owners or key marketing staff members who are charged with building and operating the tactical system. The combination of strategy and tactics positioned in this way makes it the perfect balance of training for the entire organization.

I am offering the first occasion of this training in Kansas City in June to a very small group so that everyone involved can experience a true hands on, intimate working session. If you’re interested in finding out more, visit our workshop description page.


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