The current situation
S / survey
I look at the offer, recent inquiries and sales. I also ask the team where they get stuck.
Where are we losing customers?
How I review a marketing problem.
S.A.I.L. stands for Survey, Align, Integrate, and Lead, Learn & Adapt. These are the steps I use to assess a problem and test a change.
The goal
A / align
We choose a result to measure and agree on the budget, time and people available to work on it.
What are we trying to improve first?
The handoffs
I / integrate
I trace an inquiry from the ad or website through to a sales conversation. We check for missing information and tasks that nobody has picked up.
Who is responsible for following up?
The review
L / lead, learn & adapt
We compare the results with the goal, then decide what to keep, change or stop.
Did the change do what we expected?
A showroom example
Suppose a showroom gets plenty of inquiries but books few appointments. I would check how quickly the team responds, which inquiries qualify and how booking works. Then we could change one part of that process and measure whether more inquiries become appointments.
Where is your marketing getting stuck?
Tell me what you’ve tried and what happened.