Posts tagged as:

ROI

To High Performers Everywhere

by · April 14, 2015

Earlier this year, I wrote a post called the Curse of High Performers. It is one of my favorite posts. People who are rockstars in any organization should get investment because they are making magic for their clients, bosses, and teammates. But, we all know it doesn’t work like that. So, for the people who identify with that post, who are feeling like they are high performers and are expected to do magic for less, this little infographic is for you…Enjoy! 

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Do You Have Social Media #FOMO or a Social Media Strategy?

by · March 17, 2015

Let’s begin by defining FOMO for those not in the know; FOMO is an acronym for “Fear of Missing Out.” We all have FOMO at various times in our lives and, yes, this extends into our professional lives, as well.

As marketers, it is our job to figure out the most cost efficient way to drive qualified leads/sales. Not only do we need to drive qualified leads/sales, but we also have a quantity of leads/sales that we need to produce.

How do we meet the dual goal of driving the right lead/sales volume at the right cost? By measuring and evaluating every marketing dollar spent using key performance indicators (KPI) and return on investment (ROI). Or so we say.

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Don’t know your KPI? Prepare to fail

by · February 9, 2015

It’s true, I can get pretty preachy about stuff from time to time and sometimes, I admit, some of my ideas are lofty and esoteric and occasionally unrealistic in practice. I can be very pie in the sky about a lot of stuff. Whatever the case, I know I get pretty soapbox-y about measurement. I happen to feel that measurement may be the most important issue of our time as marketers. The world is so omni-channel and ambient that it is overwhelming to start implementing measurement strategies, practices, and tactics. I get it. It’s like trying to build a car while you are in a NASCAR race. It doesn’t feel feasible. But, despite this, it is going to be mission critical that you get measuring right now.

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Is making magic killing our careers?

by · January 29, 2015

Over the long weekend, I had some time to reflect on last week’s post on how hard it is for organizations to keep high performers because they make magic. I’ve come to realize that making magic might actually be a career limiter. Never once in my career making magic have I thought that it could be holding me back. Reason being: magic is magic, and people in the C-suite don’t speak magic. They speak profit and loss. It is a common problem with marketers in our relationship with the C-suite. We do not speak the same language. So, it begs the question, is the magic a reason we are not elevating to the C-suite as quickly as other disciplines?

We’ve all read the reports that tell us that CEOs don’t trust marketers (unless they are marketers who measure). In fact, AdAge pointed out that in 2013, of the 9,800 board seats at Fortune 1000 companies, only 38 are held by CMOs. And I am relatively sure that the number hasn’t grown 60 fold in the last two years. So, could it be the magic? Let’s explore some of the ways conjuring is holding us back.

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The Curse of High Performers

by · January 15, 2015

Making magic is something that high performers do. They have a knack for conjuring amazing results for their managers, clients, and team. High performers are crafty and they make it look easy. And everyone adores them. The problem with your high performers… they’re going to leave you. They’re going to leave you because you expect magic, and when they deliver time and again, you know what happens: these magic makers get fewer accolades and worse yet…less budget. Yes, the magic makers in your organization get less budget because they can do so much with so little that they get less… therefore, they’re going to leave.

I have banged my head against the wall about this for years. I will never understand this. Ever. Because my brain doesn’t work that way. Here’s how my brain works. When I get magical results…I want to invest MORE into that thing that drove the magic…not less. I want to replicate that magic across everything I do. Conversely, when something isn’t working…you know what I am not going to do? Throw more money at it. A campaign with zero recall is not a success no matter how many awards it garners. Yet, we keep making them. I do not understand.

What can we do about it? Well, I happen to have a little soapbox here at my desk and I would like to pull it out and make a little four-part rant.

<rant>

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Love & Measurement: A Startup Case Study

by · October 14, 2014

Measurement scares the snot out of a lot of marketers. I’ve written about it here and here, in case you forgot. Sometimes is scares me, too. The thing about tracking things is you never know what you’re going to see. It’s like stepping on a scale. When you know it is going to be bad, you won’t look at it. When you know you’re doing awesome, you can’t wait to peek.

But, sometimes, you’re not sure how you’re doing. On those days, it just feels better to guess. Because guessing means you can’t see the holes in your product or campaign’s funnel. And that means you don’t have to actually DO anything about it. But then you think better of it and put on your brave pants and look, for the stuff you can cheer about as well as the areas that offer you an opportunity to improve and grow. You know, like I did recently. Like many of you reading this, I have a passion project. And after months of development and bootstrapped marketing, it was time to really look at the data. And I admit I was pretty scared to look.

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If The Metric Isn’t Money, You Cannot Measure ROI

by · September 8, 2014

The single biggest challenge both communications professionals and the business leaders they answer to have to overcome is understanding business metrics. There are generally two kinds: Those related to revenue and those related to intangibles. When you’re measuring revenue, you can calculate return on investment (ROI). When you’re not measuring revenue, you can’t.

Yet both communications professionals and their managers somehow still think it’s okay to hold us to ROI standards for any and all business objectives.

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Swallow your fear and start measuring

by · June 24, 2014

Digital marketing is my passion. Some would say I am “tattoo passionate” about digital marketing. I freaking love how people can do darned near anything online and how marketers can leverage the endless possibilities of digital to create meaningful experiences for their customers. It brings me joy. You know what else brings me joy…doing a good job and being good at what I do. And I have to know if I did well or not, because it is really, really, REALLY important to me. I need a scorecard because you see, I am insanely competitive. And it is really hard to know the work I am doing to create meaningful experiences for customers is working. In fact, it’s really hard when we collectively jump under our desks any time anyone asks us about return on investment.

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A Marketing Horror Story

by · October 30, 2013

Michael Meyers, the character from Halloween, scares the living daylights out of me. Still does. Probably always will. I am sure he is standing in my back yard when I let the dog out at night. He’s there. I promise! I am a textbook scaredy cat. Always have been. And I don’t seem to be getting any braver as I age. But, today, we marketers have our own boogeymen… too many choices, technology purchasing decisions, and (gulp!) being measured…

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