Building great businesses needs Strong Strategic Foundation Smart Tactical Alignment and Focused Operational Execution.
All 3 are business basics, which work together, not in isolation.
Advertising to generate leads and sales (operations) should be based on a smart choice of the right media, the right message and the right market (tactical program), to deliver a well-structured service and product offer to your most fitting customers (strategic foundation).
This is what makes a solid, high-performance business, which is able to fulfil its core purpose to:
Deliver great value
to happy customers
by happy employees and
create money and freedom for you in the process.
So to think that marketing is a “woolly”, “creative” business function is short-sighted.