I remember once when one of my direct reports told me “This has been one of my most productive weeks.” He told me about all the projects he’d worked on. He was doing a lot of good work.
I’ve always worked on teams full of talented people who work hard to be productive. Good teams focused on being productive, not just busy. But, the definition of productive often is misconstrued.
(Warning – football analogy)
A “productive” football may chalk up amazing stats – tons of rushing and passing yards, passes completed, yards per carry, 1st downs and more… and yet, all of those stats don’t mean a thing if they lose the game.
Great teams focus on results!
In football, there’s only one stat that matters – the final score. That’s it. Did you win or did you lose?
To win, everyone on the team needs to focus on how their role contributes to overall success. Their focus should always be helping the team win.
The first question to ask is:
“ARE WE WINNING OR ARE WE LOSING?
If you don’t know – that’s where you start:
- Determine if you’re winning or losing
- Document what it will take to start willing –or- increase your lead
- Develop strategies accordingly
- Ensure everyone on the team understand how what they do contributes to overall success
- Then go and do it!
Strategies, projects, marketing plans, and sales materials should all be driving results that contribute to the overall success of the team.
Do the work that drives results. Have the courage to turn down work or projects that don’t contribute to success.
Why focus on being productive, when you can focus on being GREAT!
Started your 2017 Marketing Plan?
Did you even have a 2016 Marketing Plan? Did you follow it?
I’ve worked for start-up companies, mid-size businesses, and large companies with hundreds of employees. It is shocking how different each company approaches building a marketing plan. There’s always a lot of discussion around how and where to get started for developing a new plan.
Here are 5 steps to get started:
- Review what happened in 2016 (1 hr. 30 minutes)
- What worked?
- What didn’t work?
- Segment your 2016 Marketing Plan into two buckets (30 minutes)
- What should I keep? (do again)
- What needs to be scrapped?
- Determine “What else” (2 hrs.)
- What should be added for 2017?
- Let it sit for 48 hours
- Let it simmer – more ideas will come to mind
- Evaluate the new plan and answer the following questions: (1 hr.)
- If we accomplish this what will be the outcome or result?
- If we don’t accomplish this what will be the consequence?
Very simple, very basic – but it’s a structure that will give some direction. The goal is to come up with a general outline for your 2017 Marketing Plan.
This outline can be shared with other departments and the management team. Remember, you’re showing them the picture of the forest, don’t try to paint every tree yet at this point.
After you get initial buy-in, further develop the specific strategies, initiatives, and campaigns.
This may seem overly simplistic, but for many businesses getting started doesn’t need ot be more complicated than this.
Why is there a large gap, a seemingly unfillable chasm, between sales and marketing?
Does it stem from different goals (or the perception thereof)?
- Marketing’s view on Sales’ objective: They just want to earn a commission, and could care less about anything else.
- Sales’ view on Marketing’s objective: They just want to make things look good, and could care less if it drives sales.
Bridging the gap means having the same objectives – real and perceived.
It starts with larger corporate objectives that individual team goals align with.
Sales and Marketing must explicitly understand how their goals help the overall company, and how they support the goals of other teams.
Sounds simple, right?
Way too often, in companies large and small, this isn’t happening.
Now is the time to develop your 2017 goals.
Corporate strategies must first be developed by executive management. Then team goals can be created to support the larger strategy.
Throughout the year, transparency via regular reporting will give improved visibility into how all teams’ goals support one another – thus bridging the gap.