Marketers often jump directly into tactics, feeling pressure to show progress. In this episode of Tech Qualified,, Baylee Gunnell and Colin Costigan, Head of Accounts at Marketers in Demand, discuss how to build a stronger marketing foundation. Colin explains that the desire for tangible results and leadership pressure cause teams to skip essential planning.
A strong marketing plan starts with a business goal. This "North Star" guides your strategy, which defines who you will target. Only then should you develop tactics like email outreach or social media ads. Every tactic must trace back to the strategy and serve the main business outcome.

Knowing when to adapt is critical. Colin explains how to tell if a problem is tactical or strategic. Signals like a low click-through rate may require a tactical change. However, major issues like a doubling cost-per-lead signal a need to revisit your strategy. This framework helps teams stay structured while remaining flexible.