How To Know if It’s Your Marketing That Needs Work… Or Your Business
Growth has stalled. Sales are lagging. Leads are going cold. Naturally, the first thing anyone does is blame marketing. The ads must not be working. The messaging must be off. You may need to spend more money on campaigns, and everything will just magically fix itself.
Or not.
Before you start throwing dollars at the problem, let’s take a step back. What if the issue isn’t marketing? What if your marketing is actually doing its job, meaning it’s bringing in leads and generating awareness, but something else is preventing those leads from converting?
At this point, you’re thinking, “Well, how do I know?”
That’s precisely what we’re here to help you figure out.
Is it a business problem or a marketing problem? Let’s break it down
To get to the root of the issue, you need to assess where things are falling apart. That starts with three key questions:
1. Are the Leads Being Brought in the Right Leads?
Marketing’s job is to get people in the door. But if the people coming in are just browsing, uninterested, or totally unqualified, you’re not actually any closer to making a sale.
Common culprits:
The targeting is off. If you’re attracting people who love your content but aren’t your ideal customer, your marketing needs a reset.
The messaging isn’t aligned. If what you promise in your marketing doesn’t match what you deliver, you’re setting yourself, and potential leads, up for disappointment (and negative reviews).
Sales isn’t built for these leads. Maybe your sales process assumes you’re getting knowledgeable or intuitional leads, but marketing is bringing in people who need a bit more hand-holding and nurturing.
Let’s check: Analyze win rates by lead source. If some channels regularly produce leads that fail to convert, it’s a sign that marketing needs adjustment. But if the leads are strong and still not turning into customers, there’s more to uncover.
2. The Leads Are in, Now What?
Marketing can bring in leads, but it can’t close deals. If your leads are going cold after they enter the pipeline, it’s time to evaluate your sales and operations process.
Ask yourself:
Is sales equipped to nurture and convert leads? If your team is relying on outdated materials, missing automation, or just “winging it,” leads will drop off.
Is there too much friction in the buying process? A confusing, lengthy, or frustrating sales process will kill momentum. People don’t like to feel they have to work to give you their money.
Are leads followed up with at the right time? If your team takes a week to respond, don’t be shocked when prospects go with a competitor.
Let’s check: If the leads are good, but they aren’t turning into customers, you probably don’t have a marketing problem; look into your sales or operations to see what may need redirecting.
3. Are You Focusing on the Right Things?
Sometimes, the issue isn’t the strategy, it’s how resources are being allocated. If your team is busy all the time but revenue isn’t moving, something’s off.
Are we tracking vanity metrics or actual impact? Website traffic and social engagement are nice, but pipeline growth and revenue matter more. If the numbers look good on paper but the business success doesn’t match, it may be time to reevaluate.
Are we constantly chasing new ideas? If you’re always pivoting to the next big thing instead of refining what already works, progress will be slow. Innovation only works if you understand where the innovation is coming from.
Are we investing too much in low-return tactics? If something takes a ton of effort but doesn’t contribute to revenue, why are we still doing it?
Let’s check: Track time spent per tactic versus actual revenue impact. If an initiative isn’t delivering ROI, it’s time to rethink the approach.
Marketing Problem or Business Problem? Here’s How to Tell
At this point, maybe you’ve checked a few of the boxes above, but you’re still not sure if it’s a problem with marketing or business. The best way to find out is to assess the symptoms.
Signs You Have a Marketing Problem
No one knows your company exists.
Your messaging is unclear or inconsistent.
You’re attracting the wrong audience.
Your website traffic is low or isn’t converting.
Your brand lacks credibility or authority in your niche.
You’re struggling with reputation management or bad press.
Your marketing is outdated, sporadic, or nonexistent.
You don’t have enough customer referrals, reviews, or testimonials.
Your competition is outpacing you with better marketing.
Signs You Have a Business Problem
Customers aren’t happy with the product or service.
Your buying process is frustrating or overly complicated.
Your product doesn’t deliver on its promises.
You don’t understand your customers' needs.
Your service is too similar to competitors (and price is your only differentiator).
You have a high churn rate or poor customer retention.
Your margins are too low to be sustainable.
Regulatory issues or industry changes are making operations difficult.
If most of your issues fall on the marketing side, refining your messaging, targeting, and strategy can help. But if they’re on the business side, it’s time to reevaluate how you handle what happens after the marketing has reached its target.
Why You Must Diagnose the Real Problem First
Imagine: You assume marketing is the problem, so you invest thousands into new campaigns, website updates, and branding efforts. Leads come in, but they still don’t convert.
At this point, you’ve spent a ton of money fixing the wrong problem.
If the real issue is that your product isn’t competitive, your customer experience is lacking, or your offer isn’t strong enough, no marketing strategy in the world can make up for it.
This is why the first step isn’t throwing more money at marketing, it’s taking a step back and diagnosing the root cause.
Where To Start?
Conduct customer and employee feedback surveys.
Do a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).
Review conversion rates, retention rates, and customer satisfaction scores.
Analyze whether your offering truly aligns with what customers want.
After doing that, you decide whether to invest in marketing, refine sales, or rework your product.
The Bottom Line
Marketing is an amplifier; it can make a great business even better, but it can’t fix a broken one.
Before you invest in new marketing efforts, take the time to figure out whether the real problem is with your strategy or with the business itself.
If it is a marketing issue, focus on sharpening your targeting, messaging, and positioning. If it’s a sales problem, streamline the pipeline and improve the buying experience. And if it’s a business problem, you may need to rethink your offer, pricing, or overall strategy.
The key is to diagnose first and adjust second because the best marketing in the world can’t save a bad product. But if your business is solid, marketing can be the game-changer that takes you to the next level.
Think you’ve got a grasp on what you need but aren’t sure where to start? Or just want someone to take the reigns and come up with a plan to identify and improve your business strategy? Truffle is here to help. Contact us today, and let’s make sure every step of the buyer pipeline leads to more success.
