A goal is an outcome
“Twelve qualified enquiries a quarter” is a goal. It describes a result and can be judged.
A tactic is an activity
“Post twice a week on LinkedIn” is a tactic. It describes effort, and it can be completed perfectly while achieving nothing.
Tactics should be replaceable
If a tactic is not moving a goal, it should be swapped without emotion. Goals are held; tactics are tested.
Every tactic needs a named goal
If you cannot name the goal a tactic supports, it is probably habit.
Measure both, differently
Track tactics for consistency and goals for effect. Confusing the two makes a busy quarter look like a successful one.
Where to take this next
If you would like this applied to your own business rather than read in the abstract, the marketing packages cover reviews, campaign planning, content plans and full strategies as fixed-scope pieces of work.