Marketing is one step before selling, the step where you help people become ready to listen to a salesperson or to contact you to ask about your products and services. Is the rest of your organisation ready for the result? Will they perform the way that is needed to make your campaign a success? Get advice based on experience.

Take one common example. Lots of companies spend big marketing dollars attracting people to a Web site but then hire Web site developers who work hard to frighten the prospective customers away. There is a long trail of people blocking your customer's road to purchase. Sometimes you need a guide to show you the shortcuts. Sometimes you need a bulldozer to clear the way.

People, such as advertising agencies and Web developers, often have ulterior motives that make them do the opposite to what you really need. They have sales people trained to sell you the wrong thing so their profit is guaranteed even at your expense. You want results but you get a steamroller flattening your sales growth.

If your marketing campaign includes email, images, media, telephone calls, text, or Web sites, call me before you spend your money, call me before you sign a contract. Talk with people who know what will happen all the way through fulfilment to repeat purchases. Get that magic complete sale repeat leverage.

The articles in this section of my Web site are random observations that touch on marketing and the environment in which people try to run marketing campaigns. There are far more gory details and case studies locked in my files. Please tell me a little bit about your company, your location, and the marketing problems you face. I might have an unpublished article that will help you.

This is one area where a face to face discussion will produce more benefit for you and your organisation than we can achieve with a thousand email. Allocate about one percent of your marketing budget for second opinions and mentoring from people with extensive experience downstream from marketing campaigns. Get the first advice before you commit your money.