April 25, 2017

Should You Listen to the Marketing and Sales Experts?

Only if what they say impacts your ability to perform the way you want to perform.

follow sales and marketing experts but only if it impacts your goals 


In golf, if you don’t care where your ball ends up, then you can ignore the fundamentals of the golf swing.

But I will scream at you if you tell me you want to hit it long and straight but could care less that your swing starts at the top, you sway instead of turn and you hate lag.

When you want to achieve certain results, in most cases, fundamental principles apply. If the achievement of certain results don’t matter to you, than you can ignore the fundamental principles.

Examples to Support the Assertion

  • Excersising will help you get in shape, but you should only excersise if you want to get in shape.
  • Reducing your consumption of red meat will help lower your cholesterol, but you should only eat less meat if you want to reduce your cholesterol.
  • Driving fast will get you to your destination sooner, but you should only drive faster if you want to arrive sooner.

Love “Hate” Relationship with Sales and Marketing Experts

One of the things that I loved about practicing as a CPA was the existence of absolute truths. In any profession where there are strict guidelines, regulations and laws, answers to common questions are, well, common.

Not so in the sales and marketing arena. When I set out to learn how things work, it is not uncommon for me to ask the experts. 

Vin : “Hey Expert, How do you do this?”
Expert : “Hey Vin, It depends.”

I don’t so much hate the expert, as much as I sometimes hate the fact that it REALLY DOES DEPEND!

“Why all the frustration Vin?”
When you are searching for the right forumla, really for ways to enhance your performance, it is a lot less stressful when the experts are able to tell you, definitively, this works or that doesn’t, do it this way and don’t do it this way.
But looking for absolute truths for your sales and marketing strategy is risky business. It could lead to you spending valuable resources on things that do not enhance your performance. You are better off looking for things that apply to you and your situation, and reading the experts advice accordingly.

Depends on What?

At the core of being able to answer questions about your sales and marketng strategy sits your situation, and the situation of the people that make up your target audience.
To answer questions about what to do, and how to do it, you really need to factor in your resources, your goals, your competition, your brand etc etc. You also need to consider the goals, objectives, habits, location psycological makeup etc etc of your audience.

So, Why Turn to the Experts At All?

In my view, the experts, for the most part, tell you how stuff works. They don’t necessarily tell you that you should be doing it.

Experts tell you, if you are going to do something, here is how to do it right, and for maximum impact. But even that, in my opinion, will depend on your situation. In reality, you still have to determine if you need to do anything at all. 

Breaking Down Some Examples from the Experts

Fundamental Principle – If you want to master SEO, you have to follow the Search Engine’s Rules.

There is absolutely no way around this. If you want to optimize your online marketing for search engines, then you have to follow their rules. The scariest part is, those rules change on a regular basis.

Luckily, we can rely on the experts to keep us up to date on the rules. Additionally, we can rely on the experts to help us understand how to not only follow the rules, but perform in such a way as to optimize the results we see.

Let’s look at an example from Ana Hoffman.



But even within the rules of the search engines, there rules that appear to fundamentals, but may really only impact you in certain situations.

Take the case of Ana Hoffman. 

See ana hoffman on semantc search and deep content

If you want to get results from online marketing, you have to create useful content.

Ok, for people like me, there is nothing more frustrating than when the experts disagree. Seriously, if I am trying to find an answer to a question, I go to the experts for that answer. When they not only tell me it depends, but then completely disagree on the portfolio of possible answers, what is a man to do?

Vigorously SIGH!

See ryan hanley, marcus sheridan, joe pulizzi

Website Design

Refernce peep laja

If you want to have a presence on social media, than you need to understand the laws of engagement.

Wade Harman

If you want to be effective at selling, you have to put the needs of your buyer before your own.

Sharon drew morgen, tony zambito




  1. Start with your audience before you decide if any of this matters. Your audience should dictate much of how you approach sales and marketing. Once you have a thorough understanding of how your clients buy, you can start following the experts that give the kind of advice that applies.
  2. Follow what your peers are doing, but only if they are getting results from it, and it is something that you could get results from too. Don’t do anything just for the sake of it, or because you might be afraid you are not keeping up.
  3. Start small, take managable bites before you go worrying about semantic search and content shock.
  4. Test everything. 
  5. Be careful of any expert that gives you anything definitive until he or she as a complete understanding of your situation.

More Resources

Marketing Experiment for Testing





email_sig_photoI hope you found this article useful.

As with any of these topics, I invite you to tell me what you think in the comments below. 

Also, please do feel free to contact me directly at vmessina@otimollc.com if you would like to discuss this topic further. I welcome the chance to hear what you think, and learn from your experiences.


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