“Strategy” and “tactics” are often viewed as synonymous, used interchangeably both in conversation and in thought processes.
But they’re two entirely different things. “Strategy” is conceptual – it’s the overarching plan for the achievement of an end goal. “Tactics” are the specific manoeuvres made towards successful execution of the strategy.
In the context of a bid, strategy is the “macro”: the collective, and ultimate blending, of peak-level decisions that frame the proposition and approach. It is the “umbrella” plan that directs the “micro”: the individual component or action-based decisions (i.e. the tactics) that represent the specifics of the offering being tabled.
It’s critical not to confuse the two. Strategy without tactics is all concept and no action. Nothing happens. It’s all words. Tactics – brainstormed without reference to an underlying strategy – are at risk of being nothing more than ill-conceived and disparate activities; shots fired at no particular target.
