Eye Fuze Blog

When approaching or analyzing your project it is worthwhile to divide the components into sections. If we think of it as a four legged stool that your company will rest on, each ‘leg’ of the project has to be equally structurally sound.

When you discuss or attend to the project, whatever you do can be assigned into one of the four legs or silos of development. These are;

• Technology

•  Data

• People

• Process

Technology is the enabler but should not be the sole focus. Instead, the less obtrusive the technology is the better. I think back to circa early 2000 and can recall what seemed to be endless hours installing application software on desktops and laptops. The CRM solutions being installed would need to be integrated with other local applications such as MS Word and also setup to synchronize with the central database if it were a laptop computer.

Those localized days are gone and Software As A Service (SAAS) has replaced applications running locally. Simply assign a login and user rights and away you go. Features, functions and benefits are what you are after and not the constant worry about system problems or upgrades.

The all-in-one marketing platform we prefer is Active Campaign and it is very easy to see why when you look at comparisons such as the one at Smart Business Trends. 

The digital world seems abundant these days with marketing expertise, opinion and examples. From one glorious cold email campaign to a raft of split tested messages from a high reputation sender and the consequent dashboard selection of reports and drill down in exotic bar graph charts. If you are a geek, or propeller head as we used to call them, this is a self-perpetuating field of dreams. If you are a small business owner who has thoughts about adopting Internet marketing for your business it can be a field of screams.

So, how best to approach discernment of the context? Let’s forget the means and first look at the ends. Fast forward three years and you are asked by someone you know and admire ‘what’s new with the your business?’. Obviously, you immediately think, you are going to be pleased with any reply that involves more money. That juices your ego and temporarily makes you forget the fear that you may be missing a better path. By virtue of your will and intention however, you had adopted a marketing system that practically ran itself and consistently lowered your sales costs, delivered better prospects, and allowed you to focus your time. Basically, the system made your life easier and that is what you relay to your friend. And that is the goal; to make your life easier.