Last time I compared the origin of humans walking on two legs, to the roles of “sales” and “marketing” in business. These two legs of a company must be synchronized, each holding their portion of the weight.

Today, let’s continue the conversation on how “not be lame”.

Standing on two legs is only the first step towards success, but standing is not enough to make us sufficiently competitive. Humans run faster by freeing their hands, using better tools, activating the brain, and creating miracles that change the world!

I now see the problem many “Things To Do” businesses encounter. They give the “left leg” (marketing & branding) many tools, such as search engine optimization, social media data analysis, paid advertising, etc. These data tools give strength and posture of the “left leg”, this side often drives the pace of the walk, and sometimes drags along an underdeveloped “right leg” in terms of data.

“Sales leg” business intelligence tools are significantly weaker (we only focus on the Things To Do Industry here). In addition to a company’s own performance analysis of internal annual, monthly, and weekly reports, there are certain key performance indicators (KPIs) recognized by the entire market. BUT, only a few data tools are available for reference. Individual businesses frequently only refer to their own historical data or the official tourism reports of the entire city for benchmarking. These are not enough to support the “right leg” and formulate strategy, and this can BARELY qualify as an “apple to apple” comparison!

Most of the tools available to the “sales leg” are only used within a company, to examine their isolated performance. Continuous acquisition of other competitors’ sales-related data or the analysis of an entire sales channel are not often considered in the Thing To Do Industry, because the data tools are scarce.

We interviewed hundreds of industry representatives, and many admitted problems stemming from their left & right legs. Understanding the pain points behind feeling “lame”, and taking stock of all the resources available for our Things To Do businesses the feedback is clear: We need a comprehensive set of “data tools,” not only consumer data tools for Marketing, but also Channel & Product insight for sales, so sales and marketing can, together, run the marathon.

Next time, let’s discuss: What kind of tool is suitable for the “right leg”?