Getting it Right: Differences Between Goals, Objectives, Strategies, and Tactics (GOST)

Get these four concepts right and you will be on your way to building and maintaining a successful business. Marco Iannucci, Spark’s Head of Strategy, explains the (often times confusing) differences between Goals, Objectives, Strategies, and Tactics (GOST). We relate these concepts back to marketing your business and even defining your brand strategy.

Listen to the podcast below and join in on the conversation with your comments and questions by tweeting @sparkpr!

  • 2:07  Why is this important?
  • 5:42  Goals
  • 9:22  Objectives
  • 12:56  Strategy
  • 17:50  Tactics
  • 23:26  Beyond GOST: Brand Strategy and Narrative



A goal is simply what you’d like to accomplish. Think of it like a dream or a way to tie back to the vision of your company.  It motivates and provides a broader reason to be.


Objectives are measurable, which means they most likely contain numbers. Typically, objectives start with a verb (for example: increase, deliver, sell, obtain, find, decrease, speed up, entice, implement). The objectives can impact and drive the KPIs of your program.  In some way, objectives must contribute to the objective.


This is the WHY: Why are you doing something?


Tactics are the things you will do accomplish the goal, meet the objective and fulfill the strategy.

About Marco

Marco Iannucci

Marco Iannucci is a disciplined, driven marketer with over a decade of experience in branding, marketing, strategy and consulting. As Head of Strategy at Spark, Marco works with various clients to provide marketing strategy, messaging, positioning and communications architecture. He ensures that the marketing plans of Spark’s clients are in line with their long-term business objectives.

About Vanessa

Vanessa Zucker

Vanessa Zucker is Spark’s in-house marketing manager. She has done in-house marketing for small startups, tech giants, and non-profits. She merges creativity with analytical thinking and organization in order to create unique, quality content.