A startup Marketing Plan “Moltke-style” starts with defining 6 terms that are too often conflated by young marketers:
- goal – what we hope to achieve.
- objective – how we will measure success in reaching our goal.
- strategy – an approach we think will meet our objective.
- tactic – execution to convert our strategy into action.
- program – a collection of related tactics.
- plan – what needs to be done when, given the above.