Many companies miss the connection between goals, strategy and tactics when creating their marketing programs. Unfortunately, they often pass over the strategy and simply focus on outcomes like “increasing sales” or “improving customer retention” only to then institute a bunch of marketing activities hoping they are reflected in achieving the goal. By skipping over the strategy, the marketing tactics deployed often lack proper focus, which usually results in a failure to meet the goal. I started Ward Marketing Consulting because I saw a need for businesses to improve the connection between their goals and the tactics they deploy. The fact is, the missing element is usually not budget or lack of effort, it is almost always the lack of an effective marketing strategy. Visit my web site www.wardmarketingconsulting.com to learn more about my marketing services.