JP Castlin posted a Twitter thread about « how “short-term” and “strategic” are not mutually exclusive. »

« Effectively, marketing is a business function. It needs to deliver value. »

« Value tends to equate to short-term cash flow acceleration or long-term cash flow stabilization, improved ROIC and, sometimes, growth. By corollary, anything that doesn’t increase cash flow in a given time horizon isn’t considered to create value. »

« Strategy isn’t inherently limited to long-term actions. One of the core benefits of intended (deliberate) strategy is programming, that is, being able to schedule short-term maneuvers. Similarly, one of the core benefits of realized (emergent) strategy is opportunism. »

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