How I Think About Strategy
- Pia Santa Cruz
- 3 mar
- 2 Min. de lectura
Over the past two months, one marketing skill I have improved is learning how to connect objectives and KPIs when planning a strategy. Before, I understood these ideas, but I didn’t always think about how they worked together.
One thing I realized is that many marketers focus on numbers that look good but don’t always show real success. For example, having more followers or website traffic can seem positive, but it doesn’t always mean people are actually buying or becoming loyal customers.
Now I try to start with a clear goal first. After that, I think about the objectives that will help reach that goal, and then I choose KPIs that can measure real progress. This makes marketing strategies much clearer and more focused.
I believe this skill is important for marketers today because businesses expect marketing to show real results. When marketers connect goals, objectives, and KPIs correctly, it becomes easier to make better decisions and improve future campaigns.
MARIA PIA: Over the past weeks I realized that many marketing reports show numbers like followers, likes or website visits /traffic . Why do you think marketers focus so much on these numbers?
VALENTINA: I think it happens because those numbers are easy to see and easy to report, but if those numbers are not connected to sales, they don’t show if the strategy is working.
MARIA PIA: Another thing I’ve learned is that there are KPIs, it's easier to evaluate results. Have you seen where better metrics helped a team make better decisions?
VALENTINA: This helps to adjust their strategy and invest more in the actions that create better results.
This conversation reminded me that marketing today is not only about creativity. It is also about making sure that strategies connect to real outcomes. When marketers link goals, objectives, and KPIs clearly, it becomes much easier to make better decisions and build stronger campaigns.
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