Tactic-Led Approaches We tend to find things we like e.g. a podcast or demand gen (or other shiny objects) And then we try to make them fit in the mix But… what’s wrong with this? We should be looking at where we want to go, and reverse-engineer how we will get there That’s how we should be choosing our tactics Eventually, when being Tactic-Led, the tactic becomes the goal rather than the actual goal