Are You Getting to the Root of the Problem?

I was reading through a daily devotional from The Purpose Driven Life where the author Jon Walker says “sometimes peacemakers are like the dentist C.S. Lewis speaks about in Mere Christianity. You go to the dentist because you have pain. But the dentist knows he must get to the root of the pain or the tooth will just keep causing problems.”

As I digested those words I couldn’t help but to think of many of my clients and their yearning for more sales opportunities (for less dollars and effort.) Often times executives and marketing managers bring in more creative, buy more lists, spend on more ads, do another website redesign, etc. Yet, they don’t want to study the root of the problem. Why is your take rate so low? Why are presumably interested, targeted people, bailing on your website in just a few seconds?

Technology and the internet are great no doubt. But all too often it pushes the fundamentals to the background as layer upon layer of process and tactic are stacked upon a broken foundation. When we can use the advances and efficiencies to encourage the sales and marketing teams to hold their messaging, positioning, and value propositions accountable is when the true power of internet marketing and lead generation can be realized. Okay, that was my soap box moment for the day. : )