Strategy Doesn’t Happen in a Vacuum

Strategy doesn’t happen in a vacuum.

This is speaking from experience having worked with CEOs who don’t ‘get’ marketing.

Building a marketing strategy without access to financials is like a chef being asked to “make something great” without knowing what ingredients are in the kitchen, or how many guests are coming to dinner.

All too often, leadership conducts separate meetings for all the different departments (sales, marketing, finance, HR, operations…).

But if we don’t all sit at the same table to collaborate, share notes, ideas, challenges, etc. then we’re not moving as an efficient machine.

Imagine a marketing leader pitches a bold, brand-building campaign with influencer partnerships, video content, paid social, community events, the kind of campaign designed to build awareness and long-term equity.

But, later they learn the company only has 4 months of financial runway and needs to raise capital or become profitable fast.

Had they known that earlier, the approach would have looked completely different.

Without visibility into the company’s runway, unit economics, and capacity, etc. we’re not building strategy, we’re guessing.