I recently introduced the idea of a 15-step B2B marketing process. It sounds like a lot of steps, doesn’t it? That’s because, as your grandma used to say, if something’s worth doing, it’s worth doing well, or in this case, in 15 well-considered steps.

How to start any process? Well, the best place is the beginning.

The first step is to define what it is you’re trying to do. You can only define what you’re trying to do once you’ve identified either that you have a problem that needs addressing or an opportunity that you want to take advantage of.

The more accurately you can define what you’re trying to do, the easier it is to take the next steps, and the easier to stay focused through all the steps. If your definition is vague, woolly or hedges its bets, the chances are your marketing process will not deliver what you’re looking for, because – let’s face it – you don’t actually know what you’re looking for.

A good definition has the 5 W’s in it – who, what, when, where, why. The process or strategy in the subsequent steps covers the all-important how.