Establishing a systematic marketing program that delivers predictable, strategic results is essential for sustainable business growth. Such a system enables organizations to forecast outcomes, allocate resources effectively and maintain a competitive edge.
Outlined below is what a systematic marketing program looks like. It’s easier for business owners to manage, and its easier to measure – since the results will speak for themselves.
Key Benefits of a Systematic, Predictable Marketing Program:
- Consistency: A well-defined system is executed regularly and proactively. This consistency becomes the foundation of a predictable marketing strategy.
- Efficiency: Consistency creates efficiency. When a systematic process is executed regularly and proactively, business owners are able to analyze what’s working and what’s not by reviewing a workflow over time to see if it is delivering the intended outcome, such as engagement goals, lead generation and sales.
- Scalability: A predictable, efficient system allows marketing teams to let the efficient systems continue to run, freeing up time to focus on new high-impact marketing activities that can boost results.
- Data-Driven Decisions: If the business goal for an organization is four new clients per year, a systematic marketing program allows business owners and marketing leaders to back out from the business goal to create marketing objectives and key performance metrics (KPMs). Throughout the year, use the KPMs as a checkpoint to review how close the organization is to achieving their goals and identify areas for improvement.
Business owners don’t have time to sift through misaligned marketing tasks to figure out if marketing is working. Adopt a marketing system that emphasizes predictability and strategic alignment so you can check in when you want to see the benefits, and your organization can lock in the sustained growth and market presence you seek.
Take Action
Before approving a marketing activity ask yourself:
- How does this fit with our overall business objectives?
- What do we hope to achieve from this activity?
- How will we measure its success?
From CEO to CEO: Remember that activities and campaigns are cumulative, so you must analyze individual ROI in that context. And don’t sleep on estimating the lifetime value of a new client!
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