The famous American inventor and engineer George Kettering once said, “A well stated problem is half solved.”
So is true in marketing as in engineering.
A problem statement I commonly hear from companies is: We need more leads, opportunities, sales.
The challenge is these are symptoms. The number of leads and sales is a result of the strength of your underlying strategies and activities. You must solve for the parts to impact the whole.
Here are a few underlying problems worth exploring in order to impact the larger sales issue:
- Too few activities: Not enough happening so nothing comes in.
- Wrong activities: Lack of a strategic, organized plan which can be tested, measured, optimized.
- Weak/scattered messages: Lack of a data vetted core messaging strategy to support your efforts.
- Poor organization: Leads aren’t nurtured, fail to receive appropriate sales follow-up, or are followed-up with inappropriately.
- Poor execution: Poor quality execution (bad data, weak content, lack of strategic approach) leads to poor results.
- Failure to address the holistic buyer’s journey: See How to Diagnose Your Broken Funnel.
These are just a few of the reasons marketing programs miss expectations.
What else? What are some other reasons? Would love to hear from you.