Episode 8: Streamlining and Simplifying your Marketing Every Quarter Systematically for Maximum Impact

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Show Notes

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In order to make your success inevitable… in order to make success unavoidable, you need three things: 1.) A vision 2.) A plan 3.) The discipline to achieve that vision every week.

In this episode, I talk through what that process has looked like for our clients and for myself, including tricks to keep your vision top-of-mind. I also share how you can get your team focused on deliverables and not on tasks, pushing them from being “employee minded” to “entrepreneurial.”

Transcription of the Episode

In this episode we’re going to be talking about streamlining and simplifying your marketing every quarter systematically for maximum impact. Okay. Streamlining and simplifying your marketing every quarter systematically for maximum impact. What I mean by that is this is something that you rinse and repeat. This is a cycle in your business. This is not something you do once and it’s good forever. Markets Change your products, your services change, your competitors come in. You’ve got to differentiate yourself in different ways. There’s new marketing tactics that you can jump onto. You start realizing that you hate something that you’ve been doing and you want to do something new, like all these reasons. You need a systematic formula that you can repeat to continue doing the right things that are right for your business and your lifestyle so you can achieve the success that you want. You can’t rest when it comes to marketing.

Okay? You can’t, the first thing I want you to do is I want you to keep your 25 year vision very clear, very clear. This is your mission in life. This is what you’re doing. We talked about this in this second episode of this podcast. If you haven’t listened to that, go back to it. I want you to have a post it note in your office. That’s where I have it. Um, I have a computer screen and behind that screen I have a window. I can, you know, overlook our neighborhood and I have a post it note there with my goals for 25 years. Where am I going? And I keep it stupid simple. Just a couple of them. Three goals. Okay. Super important that you know where you’re going and you’re reminded. If you want to go and make a, um, a vision board and post that and look at it every morning, that’s probably a good idea.

At a minimum, I want a post it note that you see every day and put it someplace that’s impossible to not see. I sit at my desk and I look up, boom, it’s right in front of me every single time I see it. Five, 10, 20 times a day. Maybe you don’t see it for a week cause he travel. Whatever you come back, boom, it’s back. It just reminds you all right. This is that power of that reticular activation system is you see things, uh, and you’re reminded of where you’re going. You’re going to make decisions to get you there. It’s kind of a passive approach to all of this active stuff that we’re doing. So that’s number one. Most important in 25 years, you’ll be 25 years older no matter what either you’re going to do something awesome in something that you’re going to be really proud of or you’re going to continue doing these small kind of spurts and not really know where you’re going.

I also like to use my phone lock screen, so I just crap an app. Um, you know, word swag is one ave areas and other get it done on Upworker, worker it in Photoshop yourself or pain or whatever. It doesn’t matter what you use. Just put one or two or three things that you’re focusing on, on your phone lock screen. Look at it every day. How often do you look at your phone lock screen? Probably pretty often, right? Just put it there. The next is it that you need a two year vision for yourself and your business? 25 years is where you’re going. All right. Think about like sailing. Um, I had a sail boat as a kid and uh, I, I bought it. Um, I guess I was like 16 when I got my sailboat. I’m from northern Michigan and living on the freshwater near Trevor City, Michigan, and bought this 22 foot Catalina, just love this boat.

And whenever I’d go sailing on it, I would say, oh, I’m going to go to elk rapids. Okay. So I had to go from sentenced bay and I had to go around the two peninsulas to get over to elk rapids and then go southeast. That was my destination. That was my 25 year vision. But my two year was, I had to get to the end of this peninsula, right? That was like the next chunk. That was the, that was the thing that I could see in front of me. So you have to set a two year vision for yourself and your business, and then you have to have a quarterly plan, right? And then you have to have a two week sprint plan. So think of that 25 years, two years, 90 days, two weeks. That’s your cadence. That’s how you’re reflecting on this stuff.

That’s how you’re working towards this on a regular basis. If you and your business don’t work on some kind of cadence, you’re just going to lose sight of where you’re going no matter what. What I love about that 25 year vision is every quarter is merely 1% of the way there. Four quarters a year times 25 years. If you said a 25 year vision from today, it’s a hundred quarters, 1% each time. You only have to get 1% of the way there each quarter. It takes a lot of the pressure off. We talk about, uh, expanding the, the time horizon to achieve something. If I said you have to do this thing in a week, it’s going to be impossible. But if I say you have 25 years and you have a plan and you follow that plan, I’m going to bet on you write for your quarterly business objectives and even personal objectives.

They’re part of your 25 year plan. Your quarterly marketing outcomes need to be defined too. So you have business objectives quarterly and then you have marketing outcomes quarterly. There’s a difference there. There’s a nuance objectives versus outcomes and objective of the business. You know, whatever that is. You could define that as an outcome too, but the outcome for marketing is really important. The outcome is not tasks. The outcome is x sales or x leads or our run rate of this, right? What we want to do is we want to tell the people on your team because they’re talented that they need to achieve some outcome and not complete a task. I don’t want to tell your sales team, call everybody on this lead list this quarter. I want to say make sales and then as a subordinate task to that, it’s call all these people and if the calls don’t work, then you got to move on to the next thing, right?

So make sure your outcomes are clear for your quarterly marketing objectives. Finally, break those outcomes down, those quarterly marketing outcomes, and then assign measurable targets to team members. Each team member needs to know what they’re doing. They need to know what success looks like. Have you ever had a job where you didn’t know if you were successful? So you just like had to stay busy and act busy and this is like soul sucking. You never know if you’re doing a good job. Like everyone wants to know that what they’re doing matters and they’re doing a good job. You have to give them that opportunity by giving them a clear measurable goal. For instance, sales, you have this quota, you must hit it. If you don’t, this is what happens and I’m gonna hold you to it and I’m going to support you. But that’s the fact.

Maybe you got to replace that salesperson if they don’t hit it well, if no one hits it and maybe there’s something wrong with your quota, that’s another story. But you have to give clear objectives for people. For your marketers, it’s you need to give me this many leads by this date or a run rate of this many leads a month, and then they can report every two weeks. Hey, you said we need 5,000 leads a month by the end of the quarter. Right now we’re at a thousand leads. Last a sprint. We were at 600 leads. So we’re growing, I think we’re on track for it. You’re right, they can kind of check in on it. You then need to have weekly meetings to discuss these objectives and outcomes. You need to have weekly meetings to check in with people. And these weekly meetings need to be part of a two week sprint.

I like to expense. I can get more done in two weeks than I can in a week. And also if you think about like a one week sprint on Monday, you come up with all the stuff you want to do on Friday, you gotta deliver it all. Like that’s just like a lot of pressure and it’s a lot of thinking and not a lot of doing. It’s like two days I feel like, excuse me, three days of getting the work done. Like Tuesday, Wednesday, Thursday you’re like getting the work done and then Friday maybe you’re just kinda like maybe relaxing or stressing. I Dunno. I hate one week sprints, two weeks sprints means on Monday we talk about everything that has to be done and the next two weeks we all agree to it and then you have two weeks to deliver. I think that works really well. You can then measure your team members success in those sprints and then support them.

That means on these calls you’re checking in. One of the calls is going to be a sprint planning call. That’s going to be the start of it and you’re going to ideate and then the next call is going to be a check in call. Hey guys, here’s what we said we were going to do. Where are we at? You went through it, you’ve got an agenda, super clear, super clean, everyone feels good, they feel supported, you’re hearing problems before they become real significant issues and you’re supporting the team. Keep those calls clean, keep those calls like snappy. I don’t think they need to be a long and drawn out. I think an hour is more than enough time and those calls are, I like to do it like a two to five minutes of just kind of bullshit and at the top of the call and then go through the KPIs and talk to the quarterly outcomes and then talk through what everyone’s objective is.

Talk about what they’re working on, what was completed, what wasn’t, and then you talk about issues. Simple, simple agenda, run through something like that. Streamlining and simplifying your marketing. Every quarter means having a clear outcome that you’re focused on. Everyone is focused on their own outcomes, they’re marching towards them and that is the focus of the business. If you asked your team members right now, hey, do you know what success looks like for you in this company? And if they don’t emphatically say yes, there’s a huge gap. You’re having your team members focus on things that probably don’t matter. You think that they know what to do, but they obviously don’t. And your investing probably a lot of money in a resource that isn’t delivering what you need. Sounds like a fail point to me. Everyone needs to know what success looks like and I want to be clear the differentiation here between everyone having an outcome that the delivering on and everyone being micromanaged on tasks.

It’s not your job to say, Hey, did you follow? Did you do this task or did you do this one thing? It’s, hey, you’ve got to deliver this thing. You’re an adult. Deliver on it. Give me a result, right? You could say like there’s results or there’s excuses. That’s true. If you provide a clear channel of communication for people to talk about conflicts that they have or were blockers or whatever, this just has to happen that everyone knows what is required of them for them to be successful. Okay? That’s you on your own and if you can take this idea and if you can take these seven steps of the functional marketing framework and apply it to your business, awesome. I’m excited for you. I want you to achieve success because of that. If you want my help, you can do so by going to quarterly planning.com/inevitable right?

I love that word. Inevitable. Your success is unavoidable. If you do this, think of that your success is unavoidable. If you do this and what is your success? It’s whatever you define it as and you can have a vision, but a vision without a plan is, is lunacy. You’re setting the vision. I’ll help you with the plan and I’ll help your team make sure that they execute it, so you can do that by going to quarterly planning.com/inevitable I’ve got a couple of things going on there. One is we’re pulling in a couple of businesses to go through a kind of done with you service where we’re going to support them on coming up with the right marketing campaigns, the right order, making sure they have the right team members to get this stuff deployed. Then we also have our high touch fractional CMO offering, which is Cmox engaged.

You can find out more about that at https://cmox.co but quarterly planning.com/inevitable go there, learn all about what we’re doing and see if this makes sense for your business. You can invest in yourself, you can get our support, you can get our systematic processes that work, that produce predictable results and that systems to your business that are repeatable and scalable so you can finally have the confidence that your marketing is spot on. You stop, have to guess, uh, you know, you don’t have to guess anymore into it. Like what marketing campaign should I do? It’s, you know, and you know, after these marketing campaigns or over over being they’re successful and we’ve scaled them and now we can move on to the new ones or we’ve tested them, they didn’t work out and we can’t get them turned around. So we’ve got to move on. You know, what’s next?

You have to have that level of confidence. Marketing is different than finance, right? And finance like you, if your CFO passed away, another CFO should be able to come in and be able to execute on that. Um, financial plan, right? The way that the money is managed and allocated and how taxes are paid and people are paid and all that stuff. Like that’s pretty clear and straight forward marketing is different. Marketing is a dance. Marketing is testing. Marketing is salesmanship. Marketing is moving and changing and new platforms. You and your team don’t have to stay current on the new platforms and then be able to understand which one you should choose. You need to lean on someone who’s an expert at it, who really loves that stuff, which is me and my team. We want to help you choose the right campaigns for your business and help you lessen your time to success.

Lesson your time to get campaigns flighted, lessen your stress, and increase your impact in the world by selling more products and services and increase your freedom from your business. Businesses that don’t market well tend to fail, right? You don’t have to come up with all this stuff. You don’t have to hire that COO and your company full time to figure this stuff out. I mean, if you did, do they have a process? Is it predictable? Do you know that there’ll be able to produce predictable results? Yeah, that’s a good question to ask. Instead, you can hire us as a fractional CMO or you can jump into the quarterly planning. We’re working with a couple of groups and help you figure this stuff out, and then you can execute it on your own with offshore Labor that we can introduce you to more of our worksheets and processes and plans and give you that bulletproof functional marketing framework that’s custom to your business with a number of missing pieces that I didn’t even discuss or have time to discuss in this podcast that I know is going to be valuable and will deliver more money in your pocket with less stress and more predictability.

So go to quarterly planning.com/inevitable because your success is inevitable if you follow this framework. All right? Talk to you soon.