The search engine marketing space is growing by leaps and bounds. But it is also plagued by rapid employee turnover, hit and miss sales results, and up and down cash flow. What is a CEO to do to provide consistent and reliable cash flow?

It’s my belief that a company needs to take a long, hard look at itself — especially with some expert outside eyes to diagnose its needs. Particularly, needs revolve around several areas:

• Target market — companies typically do not have a clean and updated target market database.
• Value Proposition — companies need a clear and simple description of the business outcomes that result from their services.
• Sales process — companies need a well-defined sales process — from customer analysis of current sales strategy though the entire sales process.
• Lead Scoring — what is a real lead? How do we measure if a deal is worth working?
• Demand Generation — This is the BIG one. Are we building good relationships with our target executives? Are we mixing modes so as not to bore people? Are we in control of our own destiny?

Certainly, as one talks to a company and asks strong questions, one will learn even more. But one thing is clear — the sales and marketing process in the search marketing industry is in dire need of maturation.

Good luck and good selling