“Doing marketing” refers to the execution of marketing. This includes all those tactics related to attracting, acquiring, and retaining customers, areas like email, social, content, events, advertising, and much more.

But the other job marketers have is strategy, otherwise known as “running marketing,” which covers everything going on behind the scenes to make marketing tick. It’s managing budgets and having visibility into where the team is investing, understanding what results those investments have delivered, and most importantly, earning confidence to know what to do next.

To Run Marketing means to optimize its impact on the business, a core tenet of Marketing Performance Management.