Expert's Panel

A collection of timely and important topics posed to our panel of experts.

How would you split your limited time between strategic and tactical marketing?

 (ep1076)
1. It depends upon the point in your career and your job responsibilities. In your early years of development, only 5% - 10% of your time should be strategic in that you have a lot of tactical activities to do every day. Even as a senior marketer I don't think I have ever spent more than 15% - 20% of my time on strategic marketing. But at every level it is important to put some time into strategic—mark it out on your calendar.
2. I had a boss at one time, the same boss as you (referring to the person who made prior response). He was the CEO and classic sales guy and I had sales and marketing. He kept trying to get me to do the sales stuff, although I had people in place to take care of those activities. I told him, "You're going to mortgage our future if you don't let me spend time on strategy at this stage of our product development. I have people to cover the day-to-day selling. Would you accept my time as 70% tactical, 30% strategic"? He said okay as he had enough vision to realize you have to do strategy before tactics can be realized. What I'm saying is, your own boss will give you guidance, one way or the other. He or she will set the tone.