Question

Topic: Strategy

Shift Action-oriented To Results-oriented Team

Posted by doggie1979 on 4/11/2008 at 7:55 AM ET 125 Points
I am giving a presentation to my Marketing team on Monday about shifting our mindset of being this traditionally action-based team (we plan projects and we complete them and that means the goal is achieved) to being a results-based team (goal achievement is based on key performance metrics, not completion of the project in and of itself). The former has been the perception and mindset of the marketing team here for years and we are being encouraged to take on a more strategic and results-oriented mindset (which I am very excited about!) I need to be pointed to some resources I can use (websites, articles, blogs, etc.) about this topic that I can use to pull together a presentation to introduce the concept to my team.

Help please?
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RESPONSES

  • Posted by joshuacrumbaugh on 4/11/2008 at 9:56 AM Accepted
    I can't offer a lot of help there, but I make sure that there are visuals everywhere. Without visuals people find it hard to stay focues on the results and fall back into focusing on completed actions. They need to know where their at and where thay need to be. Keep goals small and obtainable or it won't work. It's better to set a lot of very small short term goals than to set 1 big long term goal.

    I use this marketing tool to run my company's marketing efforts and it is the best solution I've used.
    https://sourceforge.net/projects/ajexa/ Plus it's open source AKA FREE!
  • Posted by Peter (henna gaijin) on 4/11/2008 at 12:30 PM Accepted
    I would start by doing a postmortem of past completed projects and what their results were. Get this data to show them at the meeting the business results of the projects they have done.

    This can be challenging if the info was not tracked, so get what you can. Often you can find out how many leads came in at trade shows or responses to direct mails. For major projects (product launches), you can track sales over time.

    And then go forward putting steps in place that help you track these results so you can show the results of any future projects.

    I think you will find that just by starting to track the business results, everyone will start working towards improving the results.

    Note - some of marketing is not trackable (especially branding and activities meant to just raise awareness), and the folks there will use this as a reason that the tracking is incorrect/not valid. They are partially true. Just do your best, and try to get a feel for what does have a high business value that you are not able to track.

    If you look up terms like "Marketing ROI", you may find good articles in the articles section of this web site or on Google.
  • Posted by doggie1979 on 4/11/2008 at 12:58 PM Author
    What I meant by "being encouraged" - our company is shifting its mindset and encouraging everyone to think in a more results-oriented direction. We have nothing to prove that marketing does or does not equate to the results so far. We have done zero analysis. That is what we are trying to move toward. Does that help clarify?
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