4. Marketing: Tools, Tactics, Sequencing, and Timing
When carpenters build an addition to a house, they create a plan, get the materials, and gather their tools—from saws and sandpaper to hammers and screwdrivers. The carpenters carefully sequence their activities: foundation, framing, drywall, and finishing. Proper order ensures the addition is a good fit with the original structure and will stand the test of time.
Like the carpenters, the marketing round has to understand how each tool affects a stakeholder and where it fits with other tools in the larger marketing mix. Yet when most marketers start thinking strategy, the first thing they do is reach for their favorite tools—regardless of whether they are the best tools for the job. They’re ...
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