Internet Marketing- It's Still Marketing

Recognizing the Good, Bad and Ugly...

 

A May 25 article in Business Week caught my attention as I waited in my doctors office recently (yes, I ‘borrowed' the magazine)...

"How the Mighty Fall" featured a book excerpt from Jim Collins where he discusses 5 stages of decline to recognize in a business that he believes would indicate its decline and eventual demise. You can view the video of Jim Collins discussing the book on the Business Week website.

I thought, how better to understand how the make a business grow than by understanding what pitfalls to avoid?

But what really interested me about the article was the part where he discusses the dynamics of leadership-team behavior. The reason I found this so interesting is that they are almost the same traits that I look for in a new client. It is these characteristics of a learning organization who have the most likely hood of understanding the value of a scientific marketing approach. They will not only survive this recession, but will come out on top at the end of it.

So what are the good traits should you seek to encourage in your company that will help you to not only realize the benefits of internet marketing, but will also help you to optimize your business as a whole? And what traits should you recognize as the beginning of a demise?

Good: Your team is not afraid to bring the bad news. Lay it out so that it can be discussed and don't shoot the messenger. Sticking your head in the sand will only worsen the problem and most likely be the thing that rears its ugly head and sinks you when you least expect it or are prepared for it. (whether it is marketing campaign that brought no return, a software release full of bugs, or an impossible sales quota- avoiding it will not make it go away!)

Bad: People start to shield those in power from bad news. They are afraid of penalties or being labeled as not being a team player or having a bad attitude.

Good: Leaders demand data, evidence, logic and a solid argument to back up the discussion. When you focus on the reality of cold hard numbers it is much easier to take the ego, blame and temper out of a difficult discussion. When team members use this method to debate, wisdom can be found from bad experiences.

Bad: People give strong opinions with any current data, evidence, or solid argument. The most common statement I hear is: "Well, because when I was with such-and- such company, we did it this way" (never mind the fact that it was 15 years ago in a different economy and prior to the internet as a medium).

Good: Team leaders employ a Socratic-style. In other words, they make less statements and ask more questions. You will always find the best answers when you know what questions to ask.

Bad: Leaders ask few questions and avoid critical input. They allow sloppy reasoning and unsupported opinions because they do not want to appear like they do not know everything.

Good: Team members unite for the common cause, even if they disagree with it. Once a decision is made, it will take the whole team to make it succeed. Again, in comes back to setting egos aside. Then when success is realized, everyone gives credit to one another and enjoys their achievement.

Bad: Team members undermine a decision because it was either not their idea or they disagree with it. I have seen this a lot in marketing departments where when one person's campaign idea is shot down and so they refuse to be part of the team because "no one listens" to them anyway. And so of course the campaign is delayed or fails and they are the first to point and say, "I told you it would never work."

I know this is somewhat of a long post, so let me conclude with this: If you are seeking to grow your business online through internet marketing- these are the traits you need to have as a leader (whether you are the CEO, CMO or small business owner) to not only see results, but to also take the information that will become available to you to truly optimize your business.

What are some of the good (or bad) traits you see in your company and how do you hope to spread them (or stop them cold in their tracks)?