How to Leverage Multiple Causality Factors to Improve Go-To-Market Strategy

Transcript

So, there’s of course not just one thing causing this. What I think you need to understand—and what I always tell my clients—is relativity.

First, you have to ask: Is this something I can control or not? To Dr. Jerry’s point, yes or no—check those boxes.

Then, how important is it? How much does one unit change in this construct impact your dependent measure—whatever outcome you’re looking at (for example, what a customer is doing or how they respond)?

So to understand that, you need to evaluate both control and importance. Is it really significant, or is it just at the bottom of the list?

The third thing—often missed by many firms—is knowing how well you’re performing on that factor versus competitors. If you’re already doing really well and there’s little room for improvement, why spend time, money, and energy trying to improve something that’s already strong?

Instead, focus where there’s room for growth. For example, if your customer welcome process is weak, even if it’s not the biggest driver in your overall model, improving it can still create meaningful impact.