A Kink In Your Marketing Flow: Internal or External Constraints?
If you are seeing longer sales cycles, less traffic, extreme price shopping, fewer sales and big pressure on profits, you’ve got a kink in your marketing flow. Some thoughts on getting your flow back…
What’s Your Constraint?
Some years ago, I happened upon Eli Goldratt and his Theory of Constraints (new to you? Check out The Goal — great read). I’ve adopted his techniques for marketing systems and had much success leveraging his process to improve struggling funnels.
Business or Marketing Constraint
When I conduct business briefs, I’m trying to uncover the key constraint in your business that’s keeping you from making and keeping more customers, hurting your sales, squeezing your profits. I’m simply trying to uncover the core issues that need the most work. E.g. – are there internal (business) or external (market) factors at core? Here’s one to ask yourself:
Right now, could you increase your throughput (product shipments, service obligations) by 20% without impacting quality or delivery times?
Answered Yes? You’ve got a marketing constraint/problem at work. No? There’s internal factors to uncover and attack.
We’re in the business of uncovering and attacking marketing constraints.
3 Steps to Cure Market Constraints
Most folks I talk with today have a marketing constraint. There’s really just 3 key steps to solve this.
- Craft, test and optimize a salient message.
- Target and approach your market with your salient message.
- Optimize, integrate and automate your sales funnel.
Simple? Yes, but as you might guess, darn complex too — many factors at work. Over the next few posts we’ll uncover some of the top hacks and shortcuts for fixing each.
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About ROI Studios
We help marketers connect and integrate cloud-based marketing services like Salesforce, Eloqua, Marketo, Twitter and 100s more. Result? Our customers get a more agile marketing department with real-time, 360 degree control of campaigns, customers, content and KPIs.Your Marketing Cloud. Connected.
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