Strategy and tactics are two of the most common terms in the marketing world. Yet, perhaps because they are so common, it’s hard to know what they really mean. The trouble with this is two major challenges. If we don’t know what these things really are, then how can we evaluate them? That is, without an understanding of these tools, how can we recognize, manage, or buy good strategy and good tactics? In addition, without a full understanding of these two things, it’s hard to connect them. As we all know, strategies are all too often shelved or ineffective. And tactics are all too often directionless. That is, strategies are often empty and tactics are often blind. In the end, not fully understanding what these things are and aren’t can easily result in wasted time and money as well as in frustration and indecision. In this presentation, I will offer definitions of strategy and tactics. Based on this, I will discuss the features of good strategy and good tactics. And I will add to this a crucial missing element, often overlooked: measurement.