{"id":3498,"date":"2023-10-13T09:21:43","date_gmt":"2023-10-13T13:21:43","guid":{"rendered":"https:\/\/beomniscient.com\/?p=3498"},"modified":"2023-10-13T09:21:45","modified_gmt":"2023-10-13T13:21:45","slug":"the-art-of-tradeoffs-and-commitments","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/the-art-of-tradeoffs-and-commitments\/","title":{"rendered":"Field Notes #65: The Art of Tradeoffs and Commitments"},"content":{"rendered":"\n<p>It\u2019s been a busy time at Omniscient. We expected a summer slump but ended up in one of the busiest business seasons in the (short) history of the business.<\/p>\n\n\n\n<p>We recently signed on some big clients, and while we aren\u2019t ready to share them yet, it got me thinking about <em>why<\/em> were able to win these logos as one of the newer organic growth agencies.<\/p>\n\n\n\n<p>When I look back at the decisions we (myself, Alex, and Allie) have made for Omniscient, I believe they\u2019re the exact same types of decisions that marketing leaders need to make in their roles.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Clear positioning and messaging<\/li>\n\n\n\n<li>Committing to the positioning and messaging<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-positioning-and-messaging\"><strong>Positioning and messaging.<\/strong><\/h2>\n\n\n\n<p>We had to be explicit about which types of companies and people we work with and which we won\u2019t. You can see this on <a href=\"https:\/\/beomniscient.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">our website<\/a> where we state \u201cWe\u2019re an organic growth agency that helps marketing leaders at B2B software companies turn content &amp; SEO into growth channels.\u201d<\/p>\n\n\n\n<p>We agreed that our goal isn\u2019t to work with every person who fills out our contact form. We regularly turn down prospects who aren\u2019t a good fit, i.e. they aren\u2019t in a leadership role or they aren\u2019t at a software company or they don\u2019t have goals for organic growth. Those who resonate with our messaging are the ones we want to work with and hopefully also want to work with us. We also had to clearly define what services we provide and which we don\u2019t.<\/p>\n\n\n\n<p>Let\u2019s look at one piece of our positioning: while other agencies label themselves as content marketing agencies, we bill ourselves as an organic growth agency.&nbsp;<\/p>\n\n\n\n<p>While others talked about traffic growth, we talked about business impact in the form of leads, pipeline, and revenue (and we actually have the <a href=\"https:\/\/beomniscient.com\/case-studies\/\" target=\"_blank\" rel=\"noreferrer noopener\">case studies<\/a> to back that up).<\/p>\n\n\n\n<p>That meant we also held ourselves to the metrics that business leaders cared about. It doesn\u2019t matter how great traffic growth is, the question that follows is <em>always<\/em>, \u201cWhat\u2019s the pipeline\/revenue impact?\u201d<\/p>\n\n\n\n<p>I look at our approach to positioning and messaging and think about the clients and prospects I speak to.<\/p>\n\n\n\n<p>In my experience working with dozens of clients from early-stage startups to scale-ups and enterprises, I\u2019ve found that the tradeoffs of clear positioning are uncomfortable for many people.<\/p>\n\n\n\n<p>Rather than be very clear about \u201cwho we serve\u201d and \u201cwho we don\u2019t serve,\u201d I\u2019ve observed that marketers naturally have a broader definition that results in unclear messaging that in turn confuses prospects.<\/p>\n\n\n\n<p>For example, \u201cWe serve remote teams\u201d begs the question of, \u201cWhich teams? Marketing teams? Engineering teams?\u201d<\/p>\n\n\n\n<p>The answer might be \u201cOur product works for all of them,\u201d and it might be true, but in a world where software is commoditized and most products can do almost the same thing, you need to be hyper-clear about who you serve. The winners are the companies that can speak to a particular persona and say, \u201cHey, we got <em>you<\/em>.\u201d<\/p>\n\n\n\n<p>Yes, that means making a tradeoff of alienating some people.<\/p>\n\n\n\n<p>But I\u2019ll bet money that if you gather the data, you\u2019ll find that a majority of your users or customers come from a particular background or experience. That\u2019s where you have to commit.<\/p>\n\n\n\n<p>We\u2019re constantly testing our messaging and still have some refinement to do, but I think we\u2019ve landed at a good spot.<\/p>\n\n\n\n<p>I got validating feedback from a client who recently signed on when I asked, \u201cWhy did you choose to work with us?\u201d<\/p>\n\n\n\n<p><em>\u201cOut of all the agencies, none were as performance-driven. The more you lean into that, the better. You should highlight that earlier even if the data you share are just projections with a lot of caveats. If someone is evaluating you against another agency just say to them, \u2018Tell me if other agencies gave you a growth model.&#8217; Other agencies only forecasted traffic.\u201d<\/em><\/p>\n\n\n\n<p>The funny thing is that we make the <a href=\"https:\/\/beomniscient.com\/resources\/content-growth-model\/\" target=\"_blank\" rel=\"noreferrer noopener\">growth model publicly available<\/a>. However, it\u2019s one thing to build a forecast, it\u2019s a whole different skill to know how to use it as a communication tool and to inform how you build an organic growth program. We intentionally leaned into the \u201cmathy\u201d side of marketing as our strength that is difficult to replicate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-commit\"><strong>Commit.<\/strong><\/h2>\n\n\n\n<p>This is the most difficult part of it all (not just marketing, but in life).<\/p>\n\n\n\n<p>Once you decide on your positioning and messaging, don\u2019t be rattled when you lose a deal because of it. It\u2019ll be very tempting to do so.<\/p>\n\n\n\n<p>Imagine the following scenario where a prospect asks, \u201cYour app is for marketing teams, but we have engineering use cases that your competitor says they can support.\u201d<\/p>\n\n\n\n<p>It would be tempting for the salesperson, the marketer, or even the CEO leading the call to say, \u201cWe can support that too,\u201d in hopes of closing the deal and getting revenue in the door.<\/p>\n\n\n\n<p>That <em>will<\/em> happen.<\/p>\n\n\n\n<p>But if your positioning was developed based on data that tells you, \u201cOur product best serves marketing teams. Engineers who use our product are more likely to churn and have a low NPS,\u201d then you have to hold steady. A short-term revenue gain is not worth the headache of your customer success team having to support a bad-fit customer who inevitably cancels their contract in a month.<\/p>\n\n\n\n<p>Committing doesn\u2019t just apply to big decisions like positioning but also building and executing on marketing programs.<\/p>\n\n\n\n<p>For example, a friend recently <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7110678152862994433?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A7110678152862994433%29\" target=\"_blank\" rel=\"noreferrer noopener\">posted on LinkedIn<\/a> about how SEO is simple. I agree. It\u2019s simple, but not easy. It\u2019s easy to get distracted by the plethora of other marketing channels and tactics people talk about on LinkedIn in an effort to not make tradeoffs. It\u2019s hard to commit to a handful of activities and say no to everything else.<\/p>\n\n\n\n<p>The most difficult part of building an organic growth program is committing to it, even if (perhaps especially when) results aren\u2019t coming in as fast as you\u2019d like. That\u2019s where we support our clients as a strategic partner and, oftentimes, a coach.<\/p>\n\n\n\n<p>Saying yes to one thing inherently means saying no to an infinite number of things.<\/p>\n\n\n\n<p>It\u2019s all about taking bets and being comfortable with the tradeoffs.<\/p>\n\n\n\n<p>Want more insights like this? <a href=\"https:\/\/www.linkedin.com\/in\/davidlykhim\/\" target=\"_blank\" rel=\"noreferrer noopener\">Connect with me on LinkedIn<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-recommended-reads\">Recommended Reads<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"https:\/\/hbr.org\/1996\/11\/what-is-strategy\" target=\"_blank\" rel=\"noreferrer noopener\">What is Strategy?<\/a>: An oldie but a goodie from Harvard Business School, published in 1996. The words \u201ctrade-off\u201d and \u201ctradeoff\u201d appear 41 times \ud83d\ude09<\/li>\n\n\n\n<li><a href=\"https:\/\/www.amazon.com\/Good-Strategy-Bad-Difference-Matters\/dp\/0307886239\" target=\"_blank\" rel=\"noreferrer noopener\">Good Strategy, Bad Strategy<\/a>: This book was very influential on my understanding of strategy. It\u2019s dry at times but worth the read for folks hoping to make the concept of strategy less abstract and be able to teach it to others.\u00a0<\/li>\n\n\n\n<li><a href=\"https:\/\/beomniscient.com\/blog\/kitchen-side-team-offsite-meeting-in-person-swot-analysis\/\" target=\"_blank\" rel=\"noreferrer noopener\">Podcast episode about conducting a SWOT Analysis on our own business<\/a>: We share a behind the scenes into how our whole team did an analysis on the strengths, weaknesses, opportunities, and threats to our business.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s been a busy time at Omniscient. We expected a&#8230;<\/p>\n","protected":false},"author":5,"featured_media":3499,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[184],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-3498","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-field-notes"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Field Notes #65: The Art of Tradeoffs and Commitments - Omniscient Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beomniscient.com\/blog\/the-art-of-tradeoffs-and-commitments\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Field Notes #65: The Art of Tradeoffs and Commitments\" \/>\n<meta property=\"og:description\" content=\"It\u2019s been a busy time at Omniscient. We expected a summer slump but ended up in one of the busiest business seasons in the (short) history of the\" \/>\n<meta property=\"og:url\" content=\"https:\/\/beomniscient.com\/blog\/the-art-of-tradeoffs-and-commitments\/\" \/>\n<meta property=\"og:site_name\" content=\"Omniscient Digital\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-13T13:21:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-13T13:21:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/beomniscient.com\/wp-content\/uploads\/2023\/10\/Field-Notes-Blog-Header-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"David Khim\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@beomniscient_\" \/>\n<meta name=\"twitter:site\" content=\"@beomniscient_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David Khim\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/the-art-of-tradeoffs-and-commitments\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/the-art-of-tradeoffs-and-commitments\\\/\"},\"author\":{\"name\":\"David Khim\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/#\\\/schema\\\/person\\\/c589a59253936063f61c1858dd52c115\"},\"headline\":\"Field Notes #65: The Art of Tradeoffs and Commitments\",\"datePublished\":\"2023-10-13T13:21:43+00:00\",\"dateModified\":\"2023-10-13T13:21:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/the-art-of-tradeoffs-and-commitments\\\/\"},\"wordCount\":1176,\"publisher\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/the-art-of-tradeoffs-and-commitments\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/beomniscient.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/Field-Notes-Blog-Header-1.png\",\"articleSection\":[\"Field Notes\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/the-art-of-tradeoffs-and-commitments\\\/\",\"url\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/the-art-of-tradeoffs-and-commitments\\\/\",\"name\":\"Field Notes #65: The Art of Tradeoffs and Commitments - 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