A few years ago, I sat in a meeting where the CEO leaned back in his chair and said, “Let’s talk strategy first. We’ll worry about marketing later.” I nearly dropped my coffee.
Because here’s the thing:
Marketing is strategy.
Not an afterthought. Not just promotion. Not a department in the corner. It’s the lens through which we define our market, position our product, and earn trust.
Seth Godin nailed it in This Is Marketing:
“Marketing is the generous act of helping others become who they seek to become.”
And that kind of transformation doesn’t come from a clever ad or an email funnel—it starts with strategic clarity.
So what does it really mean when we say “marketing is strategy”?
Let’s break it down:
1. Marketing defines who you serve.
It’s not about being everything to everyone. Strategy begins with segmentation—picking your smallest viable audience. As Godin puts it, “Everyone is not your customer.”
When you know who you’re for, you also know who you’re not for. That’s positioning. That’s strategic.
2. Marketing shapes your product.
A product is not finished until it resonates. If your marketing isn’t baked into the design, the delivery, and the experience—you’re just guessing.
Great marketing asks:
- What change do we seek to make?
- How will our offer help this audience move forward?
That’s not advertising. That’s product-market fit. Strategic, from day one.
3. Marketing sets the tone for trust.
Godin reminds us that people don’t buy what we sell—they buy the story they tell themselves about what it means to buy it.
Strategic marketing is about crafting that story with empathy, not manipulation. It’s about building trust, not just clicks. That starts with values, vision, and voice—all strategic assets.
4. Marketing determines your growth model.
Where will demand come from? Will it be driven by community, virality, channel partnerships, or search intent?
Your growth strategy is a marketing strategy. It determines how you show up, how you spread, and how you scale.
Here’s the takeaway:
If you’re still treating marketing like a tactical layer you slap on top of a finished product, you’re missing the point.
Marketing is the strategy—
It’s how you understand the market, craft the message, build the momentum, and ultimately make change happen.
And if you’re a founder, executive, or team leader—ask yourself:
Are we solving for visibility, or are we solving for meaning?
Because in a noisy world, being seen is important.
But being understood—and trusted—is everything.
👋 What do you think—does your marketing team have a seat at the strategy table? Or are they still being handed the playbook after the game has started?
Let’s talk in the comments.