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Marketing agencies are part of the problem

Most marketing agencies endemically fail to deliver results. Some might be better than others at the pretty pictures, but ask most to work with you on a risk reward basis and they'd run a mile faster then Roger Bannister (even after their business lunch). What is more because of their cost structure and the way they are set up, they aren't likely to advise you against a large volume initiative...because it pays the bills and supports their old-school agency traditional structures. The result? Clients rotating their agencies regularly - often up to once a year.

What makes this despicable in the high technology marketplace, is that most companies are crying out for help. We estimate that 90% of high technology companies have poor value propositions. It seems that many high technology companies constantly battle with trying to "out-market" their poor value proposition - using the heavy force of marketing to try to overcome the weak force of their value proposition. Furthermore, those companies that struggle to differentiate tend to additionally gravitate toward 'me-too' tactics, creating a vicious circle of sameness that simply doesn't work.

Be aware of marketing agencies and their 'exercises' that are simply geared toward highlighting where and how to extract money from you. Instead, look for alternative approaches that are based on quality, accountability and effectiveness and those agencies with an acute understanding of target audiences.