Its amusing how many tech companies believe all they need is a new website to fix their sales and marketing challenges. Like a new coat of paint or a fresh mow of the lawn will suddenly attract a new set of prospects to fill their pipeline. Since websites are the most visible marketing channel, budgets are often allocated accordingly. But what if that shiny new website still says the same old things?
Too many companies fail to fix the underlying issues buried deep below the surface. These are the fundamental, foundational issues upon which the rest of their sales and marketing efforts succeed or fail. They rarely address questions about positioning, differentiation and value propositions that haven’t been re-evaluated since their website was first launched.