Strategy First. Tactics Second

Are you selling—or are you marketing?

There’s a difference. Selling focuses on the transaction. Marketing focuses on the strategy that makes the transaction easier—and more repeatable.

Great marketing doesn’t require a 50-page plan that sits in a drawer. It requires a clear, actionable roadmap—one page that helps you make smarter decisions, attract better-fit customers and build brand equity over time.

Before you jump into advertising or social posts or rebranding, pause and put your strategy in place. These five essential “Ps” form the foundation:

1. Product (or Service)

What exactly are you offering—and why does it matter? Whether it’s a complex B2B solution or a niche consulting service, your offer should solve a real problem or satisfy a real demand. The more clearly you define the product, the easier it is to communicate its value.

2. Price

Your price speaks volumes. It reflects your value, your market positionand your business model. It’s not just about covering costs—it’s about aligning with what your ideal customer is willing to pay, and where you sit relative to competitors. Price low and you risk commoditization. Price high without support and you risk confusion. Make sure your price fits your story.

3. Place (aka Distribution)

Where and how do people buy from you? Whether it’s in person, online, through a distributor or via a direct sales model, your access points shape your customer experience. In B2B, this could mean rethinking your channel partners, service delivery methods or how you convert leads into long-term contracts.

4. Promotion

Promotion is more than advertising. It’s how you generate awareness and build credibility. Think beyond discounts and email blasts—consider webinars, case studies, PR, LinkedIn thought leadership, strategic partnerships and smart content marketing. Your promotion should reinforce your position—not dilute it.

5. Positioning

This is the most strategic P—and the one most often skipped. Positioning is how your audience perceives you relative to others. It’s the space you own in their mind. Are you premium or practical? Innovative or proven? Industry-specific or broadly applicable? Positioning is about emotional connection and differentiation. It’s your edge.

Too often, businesses skip the strategy and jump straight into tactics. The result? Fragmented marketing, wasted dollars and confusion—internally and externally.

A simple one-page strategy grounded in the 5 Ps helps you:

• Align your team
• Clarify your message
• Focus your efforts
• And drive results

Start with strategy. Then market with purpose.

About Kathleen McEntee

Kathleen McEntee is the founder of KMA, a marketing firm that helps businesses look and sound like the leaders they are. With over 20 years of experience working with companies of all sizes, she brings clear, honest, and effective marketing strategies that drive results.

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