Don't Just Enable ... Align! A Deep Dive!
So after the feedback I received on my last article "Don't Just Enable ... Align!", I decided to dig deeper into the process of creating what I call a Single Revenue-Generating "Engine" and the concepts you need to master to get there.
This week ... STEP 1 - Establishing Goals and KPIs
What goals and expectations do both departments have and what metrics will be measured to determine if the goals have been met? When marketing and sales are clear on each other’s objectives, they’ll gain a better understanding of the thought process behind the actions, and will be better able to help each other at every stage.
Great starting point ... but we can do better!
Knowing what each group has as goals is always a great starting point, but it's not enough. If these goals are not in alignment, they WILL conflict with each other creating friction, animosity and an unwillingness to cooperate on all endeavors.
What's the "END GAME?"
What I suggest is to "start at the end" ... and look at what the overall objective is of the Sales and Marketing "Engine" ... what does the organization want to accomplish. And then look at the process END-TO-END ... and determine the necessary action required to accomplish that Big Hairy Audacious Goal (BHAG). I'll dig into BHAG's at another time.
Be "SMART" about it.
Once you know the "End Game Objective" and you know the "Actions" to get there, you can apply SMART Goals to the actions that align to each area of the Sales and Marketing function ... holistically. And by SMART, I mean Strategic, Measured, Achievable, Relevant, Time-Based. With each goal aligned and connected to the other ... no conflict, no friction.
What you'll begin to see develop is a common thread of breaking down larger, sometime overwhelming, over-arching objectives into manageable activities that align and empower your teams to succeed.
It's the first two parts of a successful e:STRATEGY ... e:DUCATE and e:LEVATE. As we get further into the 8 Step Process, we'll introduce part three of e:STRATEGY ... e:EXECUTE ...
Stay Tuned!