The Strategy Trap

We have a strategy for our client. A big part of that strategy relies on a key partner who drives 40% of their leads.

But the market has shifted. Competition is up, conversion rates are down, and some channels aren’t performing like they used to. That’s where most people start reaching for tactics — tweaking ads, adjusting bids, testing a new platform.

The problem? Without stepping back to check the data, you’re just guessing.

We’ve seen it firsthand this week. More traffic, but lower conversions. A top-performing channel losing ground. A budget being shifted reactively instead of proactively. Each one of these could trigger a knee-jerk tactical response.

But chasing tactics without revisiting strategy is how you get lost.

The real work is in asking the right questions:

• Are we defending our strongest channels or just reacting?

• Are we optimising for the right conversions, or losing sight of the full journey?

• Are we shifting budget based on performance, or just plugging gaps?

Only the data can answer these questions.

Without strategy, tactics are just noise. Get the strategy right — guided by the right data insights — and the right tactics easily follow.