Goals vs. Strategies vs. Tactics:

What are goals? Goals are ideas of the future or desired results that a person, or group of people envision, plan and commit to achieve (wiki).

What are strategies? Strategies are a plan of action or policy designed to achieve a major or overall aim (Google).

What are tactics? Tactics are the art or skill of employing available means to accomplish an end (Merriam-Webster).

The main difference between goals vs. strategies and tactics is that goals are more specific in achieving an overall goal to get a desired outcome.

When creating a marketing campaign, it is first important for the company and their marketing team to come up with a list of SMART goals. These are goals that are Specific, Measurable, Attainable, Relevant, and Time-Based. It is important for a company to first identify their SMART goals to ensure that they are on the road to success and not on a path to failure. So often many company’s come up with goals that they simply cannot maintain due to limits in budgets, lack of time, lack of resources, etc. Questions for a company to ask themselves when reflecting on their SMART goals are “do we have the resources to obtain our goals?”, “do we have the budget to complete this goal?”

Marketing tactics and strategies plan a major role in achieving SMART goals, they are the building blocks used in order to complete the overall goal. For example, let’s say a company want to put on a business expo, and open it up to other businesses to participate in. The main goal is the expo and putting it on, but the tactics and strategies consist of finding other companies who want to participate, creating a plan to market the expo to the public, coming up with media content to post. These are examples of tactics and strategies in order to market it to a specific audience.

SMART goals can be used to ensure that KPIs (Key Performance Indicators) are met, as KPIs act as a metric scale for a company to measure their performance. Examples of this can be seen as followed:

Specific: Let’s say a company did not reach their net income levels for a specific month. They can use KPIs by comparing other months when they did better on reaching a higher net income level. By comparing these two months shows a company where they can grow, or why they might have not met their certain net income levels for that specific month.


Google. (n.d.). Strategies. Google search. Retrieved March 17, 2022, from

How to use smart goals to build your Kpis. RSS. (n.d.). Retrieved March 17, 2022, from

Merriam-Webster. (n.d.). Tactics definition & meaning. Merriam-Webster. Retrieved March 17, 2022, from

Wikimedia Foundation. (2022, March 13). Goal. Wikipedia. Retrieved March 17, 2022, from,finite%20time%20by%20setting%20deadlines.

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