Business strategy

Tactics vs Strategy and Career Mastery

By March 4, 2019 No Comments

My latest Business Builders Show interview features Carlos Pacheco, CMO of digital insights and strategy firm, Truly. Carlos turned basic knowledge of Excel into a marketing career. Yes, you read that right. His obsession with numbers (he thought about becoming an accountant) translated into an obsession with metrics and “how about” “what if” curiosity (self-motivated, life-long learning).

For those playing the long-game with their careers – and businesses – this is the conversation for you.

As Carlos notes “forget quick and forgettable campaigns, we’re talking digital strategies for connecting with your best customer” – and his approach to digital marketing reverberates in how he pursues opportunities, personally and professionally.

Listen up, as Carlos shares how he discovered YouTube by accident and turned a basic knowledge of SEO into 3.5 million subscribers plus how knowing the right people propelled his career:

  • @ 1:57 Learn what Truly is (and their market differentiator in a world flooded with “digital” “agencies”).
  • @ 2:39 Get educated on the difference between digital tactics and digital strategy (yes, most of you are using platforms tactically NOT strategically).
  • @ 3:40 Marty asks Carlos about how to find the “best customer”.
  • @ 6:27 We discuss Carlos’s surprising career and the lateral moves that got him where he is today.
  • @ 8:45 “By knowing the right people” – Carlos talks about putting himself in front of opportunity and landed in the marketing world of YouTube.
  • @ 9:21 Carlos shares how he made Just For Laughs a powerhouse on YouTube.
  • @ 13:30 We get Carlos’s thoughts on platforms (i.e. Facebook, LinkedIn, Twitter) and the difficulties with gaining traction PLUS why YouTube’s search algorithm is SO powerful.
  • @ 17:06 Carlos chats Nuzzle (“a gem of an app”) and his New Media Update Newsletter (Marty’s a fan).
  • @ 20:05 We dive into the value and danger of real time metrics.
  • @ 20:46 Carlos piques our interest (future interview!) on a wealth management client and differences in viewership (both producing client leads with wildly varying video popularity).

IF you take nothing else away from this interview, remember this: short-term metrics can MESS-UP a long-term focus.

J. Kelly Hoey

J. Kelly Hoey

Kelly Hoey is the author of Build Your Dream Network (January 2017 / Tarcher Perigee). She has been lauded from Forbes (“1 of 5 Women Changing the World of VC/Entrepreneurship”) to Fast Company (“1 of the 25 Smartest Women On Twitter”) to Business Insider (“1 of the 100 Most Influential Tech Women On Twitter”) and Inc. (1 of “10 Most Well-Connected People in New York City's Startup Scene”). Empowering A Billion Women By 2020 included her on their list of the “100 Most Influential Global Leaders Empowering Women Worldwide”. Not bad for a former corporate lawyer. She’s a limited partner in two emerging tech funds (Laconia Capital Group and Lattice Ventures) and can frequently be found on Twitter @jkhoey.