When my eight-year-old daughter this morning presented with the Morning Mystery Ailment, I told her it was all in her head and that she’d better hurry because I would not be driving her to school if she missed the bus. These are the exact same words my mother used to “cure” this horrible disease when I contracted it decades earlier. Of course I knew that she had a math test this morning, the true cause of her ailment.

This all got me to thinking about people resisting or avoiding the things with which they have the most difficulty. Most athletes practice the skills they’re already good at more than they practice on their weaknesses. Business people are the same way.

Many sales and marketing folks are weak at math so they avoid delving into sales numbers, ROI and other accounting-based tasks. Other types can’t face planning because it requires reading and research.

Look at your organization. What are its weaknesses? What are it’s strengths? Then look at your vendors. Do they mirror your company or do they complement it?

If your company is not strong on strategic marketing, pick an agency that is. Ask them to provide examples of plans done for other clients. If they balk, move on to another candidate company. If your company needs to move to fact-based management, choose a sales-centric agency that uses ROMI to make sales and marketing mutually accountable for results.

But once you’ve partnered with an agency, trust your choice and allow them to be the experts. That’s why you chose them. At the same time, make sure that their knowledge is being absorbed and practiced by you and your team.

Accountants may never become marketers or marketers accountants, but at least you won’t develop a mystery ailment right before that Monday morning meeting.

Related posts:

1. Sales-Centric Podcast Now Available
2. Are your arms too long?
3. In marketing you need to practice like you play
4. Love your local blogger
5. Twitter me this!

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About the author:

Brian Courtney is a Sr. Social Media & PR executive, bringing Schubert more than 15 years of corporate PR and editorial experience. Brian enjoys traveling to exotic locations, creative writing and spending time with his family.