Tactics, But Insufficient Strategy
Tactics are critical. They are the activities that bring you results, but unless guided by strategy (big-picture-planning), they can actually bring you the wrong results.
For example, focusing on tactics like Pay Per Click Advertising can bring you a flood of enquiries. But unless guided by strategy, these enquiries may be unqualified. In this case the result is a sales team that is frustrated and exhausted servicing prospects who never buy.
A comprehensive strategy seeks to not only attract the right prospects but repel the wrong ones. This increases the efficiency of your team allowing you to invest time with people who are likely to buy.
The right strategy brings bigger, more lasting results, at a lower investment of time, money and human capital.