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You’ve probably been hearing for tactics. People are talking about tactics, everywhere. “I learned this great hack where you can get thousands of emails” “Let’s do CRO to our landing pages.” “Let’s A/B test our website buttons.” “I heard Lead Nurturing and Lead Magnets are awesome.” “Let’s add a referral option to our app and go viral.” First you have to find your process and then identify your tactics. It’s very easy to get distracted by all these tactics you’ll find on the web. Probably most of the content you find on growth is wrong because most of the content is about tactics.

  • SE

    Sean Ellis

    7 days ago #

    Good article that strongly emphasizes process over tactics. It may just be semantics, but I think the process helps you identify the tactics that will work to grow your business. For example, when I started reading the article the first thing that happens is the email collector growth tactic. And even the attention grabbing title is a tactic. But again core message is a good one. Focus on process of high tempo testing to uncover the tactics that will work for growing your business.

    • AM

      Apostle Mengoulis

      7 days ago #

      Hey @sean ! Thank you for taking the time to answer! The main aim of this article is to help people understand that even though tactics are important, they are not the cornerstone of their business growth.

      We are huge fans of high tempo testing, as it helped us discover the right approach for individual channels :)

  • JM

    Julia Melymbrose

    7 days ago #

    Nice piece that makes an important point.
    I think using tactics without having a process in place is like going to the gym every day and doing random exercises that you heard will help you grow muscles, but without following an exercise plan (i.e. process) to ensure you're working towards specific goals, can measure progress, and track results. It doesn't matter which exercises you use, if there's no greater process to your training you'll never grow. And the same holds true in business.

  • MT

    Michael Taylor

    5 days ago #

    Process is important, yes, but once you have one in place (and honestly I don't know any growth team that doesn't), you need tactics. Most people have no idea what's possible, what tools are out there, or what will work for their type of business. Tactic posts are extremely valuable because it gives you inspiration for things you could try. Tactics are the fuel for your growth engine. Reading about tactics other people have tried gives you important something important - social proof. It de-risks the experiment - if it's working for a bunch of similar businesses, it's likely to work for you too. Sure, you want to find tactics that nobody else is trying, but most companies won't allow the really 'out there' tactics, they're just trying to follow best practices and not do anything stupid. That's why there's so much demand for that type of post - they're valuable.

    • AM

      Apostle Mengoulis

      about 19 hours ago #

      Hey Michael!

      I completely agree with what you say! The goal of the article though is not to degrade tactics, rather than point the importance of establishing a process for growth.

      Thank you for taking the time to leave a comment :)

  • VH

    Veronica Hunt

    6 days ago #

    Beautiful piece.
    Having a growth strategy without deep-minded tactics may turn into something similar to using of a stationary bike. You will feel exhausted but you will remain in the same place as you did in the beginning.

    • AM

      Apostle Mengoulis

      about 19 hours ago #

      Hey Veronica,

      As Sean pointed in a comment above, the right tactics will emerge from establishing a process.

      Thank you for commenting :)

  • NB

    Nick Boariu

    4 days ago #

    Could not agree more. Processes are INCREDIBLY important. The best tactic (by best, I mean a tactic that will work perfectly for your business type, your audience, and your timing), will fall flat if it is not executed to the best of your teams ability.

    Improving processes is something facing many marketers, including from leading SaaS companies. Recently at #gmc2016 (where we chatted @sean ) I had 1on1's with other marketing leads about this and surprisingly, many share this struggle. @2michaeltaylor can you share more about your teams processes?

    Our team is diverse, each member with their own unique ideas, processes, experience and skill set. We're working hard to build a team process that brings it all together so that we maximize our capability to deploy tactics.

    Thanks for the share @apostle_jm

    • AM

      Apostle Mengoulis

      about 19 hours ago #

      Hey Nick,

      I guess that a team that doesn't think their process needs improvement, should re-evaluate their current state.

      Markets change rapidly, so should the process of growth teams.

      Thank you for taking the time to leave a comment :)

  • AR

    Aishwarya Raghav

    4 days ago #

    Great article! @sean It will be very helpful if you could share insights on how within a short testing period did you declare the result and if the test was a success it was not a temporary success.

  • DF

    Danny Flood

    about 23 hours ago #

    I thought this was going to be yet another one of those "tactics without strategy is meaningless" posts, which isn't the first of this type we've seen and won't be the last. I was pleasantly surprised to find you made the extra effort to some meat to this article. Thank you.

  • AG

    ANDY GIBBS

    4 days ago #

    I think tactics are important as is the strategy of using those tactics i.e. process to achieve the goal. Often times a huge issue is if the silent majority does not have the buy-in in to the strategy the tactics to attain that strategy will not have an impact and the outcome will not match the goal of the strategy. Often times in my line of work, i have come across a strategy which is logical and calls for a series of execution steps to achieve the result but because it has not been articulated well and everyone wants results yesterday, the tactics are rushed through and the results are dismal.

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