# Operational marketing: what it is and how it works
> Operational marketing carries out the actions needed to achieve the objectives set by strategic marketing.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/operational-marketing.html

# Operational marketing

Operational marketing is the side of marketing that carries out, in the short and medium term, the actions needed to achieve the objectives set by strategic marketing

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It deals with tactical decisions on product, price, distribution and communication: launching a campaign, setting a promotion, preparing point-of-sale material or choosing media for a quarter. It is organised into an action plan with a budget, timeline, owners and KPIs to track results.

Strategic marketing decides which markets to target, how to position the brand and which competitive advantage to build; operational marketing turns those decisions into specific actions. Without a clear strategy, operational marketing tends to pile up isolated activities that are hard to evaluate.

Also known as

Tactical marketing

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Strategic marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/strategic-marketing.html)
- [Marketing mix](https://www.zorraquino.com/en/dictionary/digital-marketing/marketing-mix.html)
- [Marketing plan](https://www.zorraquino.com/en/dictionary/digital-marketing/marketing-plan.html)