John Leavy and I were discussing a client’s B2B marketing needs the other day. We were both frutstrated about how many things needed to be fixed. Marketing and sales definitely have a lot of moving parts and in this case, most of the parts were rusty. John blurted out a blunt but profound statement, “These people don’t need a diet, they need a lifestyle change.”

John was correct in that sometimes, things need to be tweaked, refined, upgraded, what have you…but in other instances, major surgery is required. It’s best to understand the scope of the need early in the process so that you don’t waste a ton of time fixing minor things when major facets of your program are out of whack, such as your sales model, value proposition, target audience, marketing process, and so forth. In this case, you need a lifestyle change, not a small change in diet. 

Chris