| I
once had a manager that told me
"Stuart, you need to measure to
manage." He went on to explain,
that if we could not measure the
impact of our marketing programs,
then we would not know if they were
successful or not - and therefore,
not managing our business.
How many of us spend money and time
on a marketing program, but then
don't measure its impact? If we
don't measure the impact, then we
won't really know which marketing
programs (ads, mailings, calls to
our Sphere of Influence) we should
do more of and which we should do
less of. In short, we can't manage
our business, if we can't measure
it. Here is an idea that can help:
- Set
up a "Marketing Impact" tracking
sheet* where you can record how
people who contact you, find out
about you. The idea is to track
the number of leads and actual
clients that are associated with
each of your marketing programs.
- Review
your Marketing Impact tracking
sheet monthly to determine which
programs are the most effective.
- Modify
your marketing programs based
on the amount of business they
are generating for you.
If
you want to manage your business,
instead of your business managing
you, then begin today, to Measure
to Manage!
*
If you would like a "Marketing
Impact" tracking sheet, e-mail
me at coach@stuartkaufman.com
and I will send you one at no
charge.
|
Measure to Manage!