What’s in a Strategy?

I talk a lot about the importance of marketing strategy. In an environment with limited resources – and let’s face it, everyone operates in an environment with limited resources – it’s important to spend time, money and energy on things that will contribute to business results.
 
So what is a marketing strategy? There are many definitions, but these are the elements that I include in a solid marketing strategy document:
Objective
What are you trying to achieve? The most powerful strategy documents state this as a measurable business goal. More...