Sunday, 1 March 2015
Friday, 16 January 2015
- How do I make a noticeable difference to our performance without reaching full deployment?
- Should I deploy using in-house resources or using partners?
- How should I phase the deployment of functionality?
- How should I phase the geographic deployment?
This is not a pilot - it's Phase One
Use Quick Wins to buy some time
- Given the length of B2B buying cycles, it will take time for any meaningful financial results to show up.
- During the first phase you probably don't have enough scale to make an appreciable difference
- Frequently in the early days we start with taking existing marketing approaches and simply migrating them to a new toolset. So it's unlikely to deliver any incremental value in the eyes of your customers
The Phase Two Balancing Act
Are we there yet?
Wednesday, 7 January 2015
- Write them down. Sounds trivial, but this really is an essential starting point for clarifying what your goals actually are. Psychologically this act creates a degree of commitment to the goals. It also gives us something to refer to later in the year (see point 7).
- Get Specific. Lose Weight, get fit - these are far too loose to give yourself a chance of success. Define how much weight and by when. Indeed, is “losing weight” actually the goal or is just a step towards another goal. Applying the statement “so that…” to the goal in order to provide a stronger emotional connection to your Goal. For example, “Lose 2 stone by August 31st so that I can comfortably get into my suit for Fred’s wedding"
- Be Unrealistic. This may sound slightly controversial to those of us brought up with the corporate mantra of setting SMART objectives (Specific, Measurable, Achievable, Realistic, Timescale), but I think goal-setting is different from objectives setting. My view is that the purpose of goals is to help motivate us to change our behaviours, so it’s as much about the journey as the destination. If we set ourselves easily achievable goals, then there is little motivation for us to do anything differently.
- What Next? This is an absolutely critical step. For each of your goals ask yourself “What can I do today to make progress towards this goal”. It doesn’t need a full project plan, but simply completing the next small step or two will give us a sense of forward momentum.
- Tell someone. Peer pressure can be a wonderful thing. Once you declare to your friends that you will exercise 3 times a week, then it becomes much more likely that you will.
- Think about Habits as well as Goals. Goals are typically thought of as being outcome based. However perhaps there may also be new habits that you wish to develop - for me it’s things like drinking 2 pints of water first thing every morning, or meditating at the start of every day. Perhaps you may wish to keep a list of these things too - here the challenge is to sustain rather than achieve.
- Review your progress and celebrate success. You will increase your chances of success exponentially if you regularly review your list of goals, think about where you’ve made progress and plan your next step on the journey.
Tuesday, 23 September 2014
Friday, 22 November 2013
- They want a career that allows them to do interesting work
- Money is important, but so too is flexibility and bonus potential
- When looking at a potential employer the opportunity to develop is the most crucial factor
- They value a coaching style of leadership
- They expect email to be the dominant style of communications for the foreseeable future
Friday, 15 November 2013
I love it when you stumble across something you created a few years ago and, upon re-reading, decide that it still holds up.
This is what we came up with:
Let me clarify just a little:
Friday, 8 November 2013
... But would you really want to?
This was the question I tried to address in a 45 minute webinar for BrightTalk yesterday as part of their Campaign Automation online summit. The proposition was pretty straightforward: before you start to Automate your marketing, you better be pretty clear about what the purpose of your marketing actually is. There's no escape from this - no tool is going to do the thinking for you (at least, not until IBM's Watson computer joins the marketing team), or make your content interesting and engaging.
Marketing Automation and Marketing Transformation are not the same thing - the first is a component of the second.
You can catch the full recording of the webinar below (you may need to register for BrightTalk first)