In the pursuit for operational excellence, it can be prudent to really scrutinise your processes. A simple, but effective way of doing this is with the 5Y Analysis technique. You can find out more about the 5Y technique here: 5Y Analysis

Problem: We can’t generate enough sales leads

By repeatedly asking the question “Why” (five is a good rule of thumb), you can peel away the layers of symptoms which can lead to the root cause of a problem.

In this scenario, we have a common problem experienced by many marketing leaders and their teams; Problem: We can’t generate enough sales leads. To address this here is a common series of ‘Why’s’ that could apply to your business:

  • Why 1: We don’t have enough web traffic

  • Why 2: We don’t create enough content that converts

  • Why 3: Our content strategy is not very good

  • Why 4: We have other priorities/work to do

  • Why 5: We are under resourced/are not focussed on this problem

If you can be really honest, you’ll come up with a logical solution to your issue.


Using the example above, it is quite clear; there is a defined need to change the priority and see this as an issue directly affecting sales revenue. Bring in a 3rd party to set the content and lead generation strategy or set aside resource to do this in-house.

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