On this episode of Manufacturing Marketing Matters, I'm joined by Randall Laveau. Randall is the marketing practice lead at Sales Benchmark Index (SBI).

In this conversation, Randall talks with us about strategy vs tactics or how tactics sometimes masquerade as a strategy. The importance of a strategy in the marketing plan is crucial. Randall explains how understanding your market will influence your strategy. There is a relationship between strategy and execution. Strategy is doing the right thing. Execution is doing things right. You will also learn the importance of using metrics and analytics to communicate with management and request additional resources to see results from the marketing strategy.