How are you measuring progress along the way? Do you have a way to keep score on the factors that will make a difference later? Or do you only find out later that you missed your goal?
I don’t know if you’ve found MarketingProfs.com yet (if you haven’t, you need to check it out). I came across an interesting article in this week’s e-newsletter by Michelangelo Celli, What Every CEO Dashboard Should Be Tracking that has a helpful take on how to track the really important.
Some of you may be saying, "What does this have to do with me? I’m not a CEO! And I’m not in sales!" But hold on a moment. Think about this dashboard and see how it might be tweakable to reflect something you do need to track:
- Money budgeted toward promotional programs that will drive people who don’t know you… to know you.
- The rate at which these new folks are flowing to you.
- The rate at which these new folks are then converting into sales leads.
- The rate at which these new folks are then converting to presentations, proposals, and sales.
This is easily converted to a dashboard that fits your situation. The key to the idea is to identify the variables that it will make a big difference to know sooner…so that you can adjust the way you’re going about what you’re doing now, rather than at the end of the year…when you didn’t accomplish what you hoped to accomplish.
Make sense? I wrote about the idea of performance measure in an earlier post, Re-thinking Goal-Free Zones.
Be sure and check out Celli’s whole article right here!