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009 Marketing Strategy vs. Tactics

Monday 24th June 2024
009 Marketing Strategy vs. Tactics

The difference between Marketing Strategy and Tactics, oftentimes, confuses most people. In this episode of Lochhead on Marketing, Christopher Lochhead talks about some of the pressing questions people have on strategy and tactics.

Quoting Dushka Zappata 

A good friend of Lochhead, Senior Communication and PR Executive Dushka Zappata⁠ helps shine a light on this confusion marketers have about strategy and tactics. She has 20 years experience in the tech industry and she amassed 140 million views in Q&A site Quora with her writing⁠.


Dushka Zappata answered the distinction between strategy and tactics. According to her, strategy answers the question “why?” To give an example for this, one may ask, “why are we doing this, why do we think it’s a good idea?”

“For strategy, the answer should be a blend of data, understanding of trends and creativity.” – Dushka Zappata


She further continued that tactics, on the other hand, answers the question “how.” This pertains to questions such as, “how will we get this done,” “what are the actions needed” and “what will get executed⁠.”

Working on your marketing strategy and tactics need not be confusing. To be clear, strategy answers, “why,” and tactics answers, “how.”

To hear more about Marketing Strategy vs. Tactics and more relevant information from Christopher Lochhead, download and listen to the episode.


Christopher Lochhead is a Top 25 podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.

He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.

Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.

In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.

He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.


We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes!