Hey Mr./Mrs. CEO or President of a small to mid-sized growth business!
It’s the middle of March. Hard to believe based on the cold snowy days here in New England, but enough talking about the weather. Let’s talk business. Specifically, YOUR business.
There are two more weeks left in the month of March. Two more weeks left in the first quarter of 2014. Just eleven business days left. Tick. Tick.
Are you on track to meet your Q1 goals? Do you have the actionable information you need to confidently answer this question?
At this point in Q1, the marketing plan for your business should be rock solid. The plan is being executed and you as CEO should have the following information readily available QTD (quarter to date) from your VP of marketing (internal or agency):
1. # leads generated by marketing efforts by source code MTD and QTD; conversion rates to quotes and sales
2. Analysis of key channels including website updates, analysis, key SEO term rankings
3. Event plans for upcoming events to define goals, metrics of success and roles to generate ROI on exhibiting at trade shows
4. Media coverage secured; updated media list and upcoming planned interviews
5. Reporting on brand awareness
6. Status of sales tool kit and new materials developed QTD to support sales process
7. Timing and schedule of any remaining marketing initiatives planned for Q1
8. Any other key metrics reports for top strategic goals – direct marketing, email marketing, webinar attendance
If you are serious about growing your business, look at your business like a CEO. Surround yourself with talent to achieve your growth goals. Discipline, rigor and accountability are not only critical to bigger business’ success. They are why small businesses get bigger and so many SMBs stall or ultimately fail. You can maintain your culture while still instilling discipline, accountability and reporting to help you do your primary job: leading the business in growth and prosperity. As a marketer, the above list is an example of the types of information you should have to assess the execution of the marketing plan. As CEO, you need this same degree of reporting and accountability from all key functions. The clock is ticking. Q1 is wrapping up quickly. What decisions and investments will you be making to make Q2 a great quarter for your company?
Tick. Tick.