What’s the difference between marketing strategy and a marketing plan?

A marketing strategy defines the direction. A marketing plan defines the actions.

The strategy answers the “why” and the “who.” It identifies your audience, positioning, goals, and overall approach.

The marketing plan answers the “what” and the “when.” It outlines the specific campaigns, content, channels, timelines, and activities that will be used to execute the strategy.

Many businesses create plans before developing a strategy. This often leads to disconnected marketing activities that lack focus and consistency.

The strategy should always come first. The plan should be built around it.