Daniel DiGriz of MadPipe takes on the tendency to toss around “strategy” as a panacea for marketing (or anything else). The article appears in HubSpot’s blog for marketing agencies, and feature’s DiGriz’s trademark skepticism.
No one disputes that strategy as such is indispensable, but companies need to distinguish the real thing from an excuse for absorbing their marketing dollars with just more consulting.
Daniel warns against making freelancers the other panacea, without effective oversight and direction.
A marketing strategy becomes someone else’s revenue strategy when most of the marketing budget goes toward analysis, while the action is dumped onto hapless freelancers who may or may not resonate with the voice of the audience.