SOSTAC Marketing Model Explained: A Complete Guide with Examples
The SOSTAC Marketing Model is a simple, end-to-end framework that helps teams plan smarter, execute faster, and measure what matters. In this guide, you’ll master all six stages—Situation, Objectives, Strategy, Tactics, Action, and Control—with practical checklists, examples, and a downloadable framework template.
What is the SOSTAC Marketing Model?
The SOSTAC Marketing Model is a planning framework created by PR Smith that structures a complete marketing plan in six stages...
How the Six Stages Work (Overview)
- Situation: Audit your market, audience, and competitors.
- Objectives: Set SMART/OKR goals.
- Strategy: Decide target, positioning, journey.
- Tactics: Choose channels & tools.
- Action: Projects, owners, timelines.
- Control: KPIs, dashboards, improvements.
Situation Analysis – Where Are We Now?
Start with the facts. Pull data from analytics, CRM, ad platforms, surveys, and competitor research.
Objectives – Where Do We Want to Go?
Turn insights into goals. Use SMART goals for clarity and OKRs to align teams across outcomes.
Strategy – How Will We Win?
Strategy connects your objectives to the market reality...
Tactics – What Will We Do?
Tactics turn strategy into executable plays...
Action – Who Does What, and When?
Action is the operating system of your plan...
Control – How Will We Measure and Improve?
Measurement closes the loop. Create a dashboard that mirrors your objectives.
Why the SOSTAC Marketing Model Works
- Simple but complete
- Scalable for campaigns or annual plans
- Clear team alignment
- Customer-centric
- Data-driven decisions
One-Page SOSTAC Framework (Table)
| Stage | Key Questions | Outputs | Owner | Due |
|---|---|---|---|---|
| Situation | Where are we now? | SWOT, PESTLE, ICPs | Research Lead | W1–2 |
| Objectives | Where do we want to go? | SMART/OKRs | Marketing Lead | W3 |
| Strategy | How will we win? | Positioning, journeys | Growth Head | W4 |
| Tactics | What will we do? | Playbooks, budgets | Channel Managers | W5 |
| Action | Who does what? | RACI, sprints | PM/Ops | Ongoing |
| Control | How measure? | KPIs, reports | Analytics | Weekly |
Common Mistakes to Avoid
- Skipping Situation analysis
- Vague objectives
- Confusing strategy with tactics
- No owners or timelines
- Weak control or no KPIs
FAQs
1) What does SOSTAC stand for?
Situation, Objectives, Strategy, Tactics, Action, Control.
2) Is it only for digital?
No, it works offline and hybrid too.
3) How often to review?
Weekly checks, monthly reviews, quarterly resets.
4) What KPIs fit best?
Leads, conversion rate, CAC/LTV, ROI, retention, NPS.
5) Can small businesses use it?
Absolutely, it’s lightweight and scalable.
📥 Download the SOSTAC Framework Template
Speed up planning with our editable one-page template.
➡️ Get the SOSTAC Template (Excel)
