I was recently reviewing the Google Analytics website data from a company. They have 11,400 pages on their site, but 59% of traffic is going to just the 100 most viewed, and another 10% is going to pages 101-200. So fewer than two percent of their pages account for 69% of their traffic.

This is a dated website – it’s not even responsive (doesn’t display properly on smartphones) – and it needs a major overhaul. But with that many pages it’s going to take months just to figure out what to keep, update, and delete. And it’ll take considerable money to create the strategy and design for a new website, create entirely new content, and select, license and implement a new content management system, etc.

Meanwhile, by making the site responsive, which could be done relatively inexpensively in just a few weeks, and focusing on improving those most important 100-200 pages, they can see measurable results quickly.

Perfect is the enemy of good. Don’t overlook a substantial, quick improvement while waiting on it.

PS: Donors to schools and colleges are also skewed much more than the traditional 80:20 Pareto rule suggests. In many cases just 5 percent of donors give 95 percent of the money with a few, big gifts. What’s the Pareto distribution for revenue among customers at your company? Or for other key metrics?

The MarTech Conference is in Boston starting Monday evening. (If you want a free Expo pass, you can get it here — courtesy of Sales & Marketing Innovators — and please come to the expert panel at 7pm Tuesday on How Sales and Marketing Strategies Work Together to Drive Revenue. This also is free – you need the Expo pass to get in – and run by SAMI.)

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This should be a golden age of marketing.

More channels and tools exist to reach, persuade and gain customers than ever before. A new channel – social media, mobile, the Internet of Things, etc. — is added seemingly every year. Thousands of companies now offer some flavor of marketing technology in dozens of categories. Many studies have shown that companies that market more grow faster.

But the result of this upheaval for many marketers is a feeling of innovation overload. They are constantly bombarded with conflicting claims from vendors. They understandably don’t even know what all of those dozens of channels and types of martech do, let alone how to use them to produce optimal results.

The Bullseye Marketing FrameworkSM is my response to this challenge.

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Eight out of 10 small businesses fail in the first 18 months. I ran my own small business for a dozen years, taking it national and then selling it. I have also acted as vice president in three other businesses with 10-100 employees, coached CEOs, mentored startups at MIT, and have many small businesses as clients. As a result of this experience, and talking with countless other small business executives, I believe that these are the five main reasons why so many small businesses fail:

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Question mark with illustrated personWhen talking to prospects for revenue + associates I’ve been asking, “Are you happy with your rate of revenue growth, or would you like to grow faster?”

While 3 out of 4 small business owners report they don’t want to grow at all, that they’re comfortable at their current size, I’m talking to mid-market companies and they do want to grow. Some executives laugh when I ask this question, as if the question is obvious: everyone wants to grow faster.

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A sales and marketing audit, one of the services that revenue + associates provides, supplies a company with insights into the strengths, weaknesses, opportunities and threats of its sales and marketing strategy and operations. It can be a valuable first step in a company increasing revenues and profits through measurable improvements in its sales and marketing.

Fundamental to the audit and its recommendations is our belief that revenue is the responsibility of the entire company. It’s only when all of the company is truly working together to deliver value to customers that sales and marketing have something to promote and sell that customers will buy.

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