How to Stop Shiny-Object Syndrome in B2B Marketing (Article 2 of 3)

Since the dawn of marketing, teams have been sidetracked by shiny new tactics and channels. Recently, "go-to-market" and "RevOps" have become popular buzzwords. It is easy to get caught up in the hype, but doing something simply because it is new and trendy is not necessarily the best course of action for an organization. It can be especially damaging when senior team members are the culprits.

The most important thing is to find out why the shiny object is being requested. Ask yourself questions such as does it help your strategy, does your industry engage with it, will it help or hurt team goals, and can you afford to do it properly. Understand the underlying reason for the request and determine if there is a better fit.

If you decide to take on the shiny object, ensure it is properly implemented and measured. Otherwise, build a case for continuing down the current path or adjusting it without the shiny object. Ask the right questions, validate current goals, assess the current strategy, and explain why the shiny object isn't right for the organization.