Recombobulation is defined as: “The act of putting back into order; removing confusion.” This applies to B2B marketing as it relates to five specific events that can throw off your stride. 1. Unexpected Competitive Pressure 2. New Executive or Sales Leadership 3. Pricing Changes 4. Mergers & Acquisitions 5. Ineffective Strategies Staying within your comfort zone can be a trap. The discombobulation process can be painful, but the other side (after recombobulation) can be liberating and much more productive.

1. Do You Need to Recombobulate
Your B2B Marketing?
Christopher Ryan
info@fusionmarketingpartners.com

2. What is Recombobulation?
“The act of putting
back into order;
removing
confusion.”

3. Recombobulate, America!
The sign is at the
Milwaukee airport, just
beyond the security
checkpoint, hanging
over where you put
your shoes and coat
back on and stuff your
laptop back in the case.
Pull yourself together, tie your
shoelaces, and if your pilot is
wearing a button that says ‘To
hell with the F.A.A.,’ wait for
the next flight.”
- Garrison Keillor

4. The Process of Recombobulation
1. The process starts by taking disparate
elements and bringing them out of a
state of disarray.
2. Then, somewhere along the line,
things become discombobulated and
chaos or inefficiency reigns.
3. This is the point at which it is
necessary to recombobulate – to bring
things back into order and alignment.

5. How Does This Apply to B2B Marketing?
Have you ever experienced a
time when you thought
everything was going along just
fine?
• You had goals, were achieving
them and seemed to be
appreciated by your colleagues
and executive team.
• And, then something happened
to throw off your stride.
• In other words, you were
discombobulated!
Read the blog post here!

6. 5 Events that Can Throw Off Your Stride
• Unexpected competitive pressure. This can be a new competitor or an
existing competitor that introduces a product that upends the entire
category and reduces your awareness, leads and revenue.
• New executive or sales leadership. Sometimes, even if you are achieving
your stated goals, a new executive decides to go in a different direction.
Often, the new strategy doesn’t work as well as the existing strategy, but
the new exec feels they must make their mark quickly. This tendency to
change what is already working really hurts companies, but it is a common
occurrence nonetheless.
• Pricing changes. A big change in pricing by your company or its
competitors can cause a disruption in your strategy and tactics. For
example, when a software company offers its products through a paid
subscription model instead of an installed licensing model, a
transformation is required in how you market, sell and deliver products
and services.

7. 5 Events that Can Throw Off Your Stride: Cont’d
• Mergers and acquisitions. If your company buys another firm, you
are probably going to face minor discombobulation, and if another
company buys yours, the changes will be greater – perhaps even
massive. As in the case of new leadership, it often isn’t an issue of
what is right or wrong, effective or ineffective, because whoever
writes the checks gets to make the rules.
• Ineffective strategies. As a marketer, this is the one factor that you
are responsible for. Let’s face it – what used to work loses its
effectiveness over time. If your business is dependent on a personal
selling model while your potential customers are educating
themselves and buying online, you are going to experience
declining results unless you change your strategies and tactics. If
you are not using pull marketing, social media and/or content
marketing, you may want to investigate how these strategies are
generating awareness, leads and revenue.

8. Remember
• Sometimes the comfort zone
can be a trap.
• The discombobulation process
can be painful, but the other
side (after recombobulation)
can be liberating and much
more productive.
Go forth and recombobulate!
To read the complete blog post
click here!
www.fusionmarketingpartners.com