In busy marketing departments, there’s often a tendency to rush headlong from one deadline to the next. This email campaign needs to be out by Thursday, there’s a DM we need to design for Tuesday, the new PPC campaign goes live on Wednesday and so on. Deadlines are hit, the campaign goes out the door and everyone breathes a sigh of relief before leaping up to start the next project.
Why does this happen?
It’s because too many teams driven by a marketing plans which deal with outputs, not outcomes. And this can happen when there’s no clear objective established.
If you want to sell 2000 widgets, forecast exactly what activity you need to reach that goal and how much it will cost. End up with a nice healthy ROI (note, it may not have to, ROI isn’t always the end point of a piece of marketing activity, but it really should be for the end of the campaign).
If you reach that target with half the activity planned, then that’s great – STOP NOW!
You’re been presented with the rare opportunity to review the other parts of the plan and decide if you can switch resources/spend/effort to these instead. You can free up time to start chasing the best results for what you’re doing. True, you may work out that there’s benefit in continuing with your original plan but you’ve made this decision based on outcomes, not outputs.
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