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: Your marketing efforts are falling short and not driving enough qualified 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; Your marketing efforts are falling short and not driving enough qualified sales leads. To address this here is a common series of ‘Why’s’ that could apply to your business:

  • Why 1: We don’t seem to be able to reach the right people

  • Why 2: Our content is not being consumed

  • Why 3: It is not targeted enough

  • Why 4: We don’t know what their pain points are

  • Why 5: We don’t undersrtand enough about our customers

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


Using the example above, it can be said that the solution to this would be that you need to invest in some research to identify your decision makers (The DMU) and their pains so that your marketing messages can satisfy their individual needs. See the video below for a quick example.

See why this is important:

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