Strategy over tactics

Every so often, I find myself advising a company that is committed to making a specific tactic work (events, ABM, SEO etc.).

They’re so committed to the tactic, that they’ve made it the focus of their limited resources: time, money, people, technology. 

However, in a lot of these cases, the company has not done the earlier (and critical) step of looking at all the possible ways to allocate their limited resources and prioritizing the right area to channel those resources.

Yes, SEO works. Yes, ABM works. Yes, Partner Networks work. In fact, all of it works.

In a lot of these companies, the problem statement is defined as: “How to make X work?” 

The right problem statement is: “What is the best way to allocate our resources to drive the most amount of growth, pipeline and revenue?”

This is how you shift away from being married to the solution, and instead, being married to solving the problem.

The better you do this, the more likely you are to think like a true business leader and get support from across the organization and board.