Understanding your online business needs and target audience

So, we all claim to be Online Marketing Professionals. A dig into what are we here for, is our job to do SEO, SEM, email marketing, social media blast, run viral, blog, twit (did I miss anything..forget it)..Hey is this sounding like a clerk, who is assigned a excel sheet to organize the accounts.

Well, most of the time, in trying to cope with the existing market pressures, everything ends up into a number game and the base objective is lost. I am sure the base objective is not the number game. And, am not trying to take away credit from we the professionals in this space. the objectives run from top to bottom and when we say it is lost, again it flows from top to bottom.

Here, the top strategic minds are paid a bomb not to meet numbers, but to always be focused on business objectives and drive the team towards the same. Now, if that is the case, where does the disconnect happen and why?

I have a couple of stories from my own experience, however, I open this discussion for you all to see, whether we are on the same page..

Regards,

Pankaj J