Today I had a conference call with a prospect who was looking at running a campaign. It was clear that the campaign was relying on a lot of external factors and was not in his core competency or something he felt comfortable doing. This is a common scenario for SMBs as lead generation becomes more of a marketing skill set and less sales. Making decisions about what work to take on or what lead generation campaigns to run always come back to two key questions:
1. What are we really good at?
2. What is our vision for this business?
If it doesn’t tick both of these core questions then it is best to walk away, no run!
Don’t get me wrong I am all about Audacious but always ask the question:
Why am I doing this? We sometimes get so caught up in the doing that we forget to check-in and see if it is the best use of our time and resources. If you need to outsource it and it still ticks all the boxes as an activity that is worth the effort then great.
When you have a well defined purpose and a well defined set of values or business principles it makes big and every day decisions easier. It gives you a filter. Bernadette Jiwa from TheStorytelling.com has a great download 20-questions-to-ask-yourself-before-launching-an-idea. Most of these questions can be applied to any marketing or business decision.