The one problem with companies that don’t write down their strategy
For years, I kept my business strategy in my head. It was a reliable place to keep it, or at least I thought. My memory is fairly decent when it comes to things that matter and reaching my business goals – matters.
With our marketing plan, that was another story. Writing it down is what we do, and we know that it is the only way to achieve marketing goals, aligning the sales function with marketing tactics that derive results.
For a good part of the past 10 years, the latter resulted in too many leads coming through the door and the luxury of saying ‘no’ more times than we said ‘yes’. At one point, when the whole Cannabis craze come to the forefront, I was saying ‘no’ to what seemed like an awful lot of companies coming to us to get marketing services. My reason for doing so, was that I had seen long-term pot smokers (the everyday kind) who rocked up to work ‘out of it’ after a session the night before and eventually, their performance becoming so bad (and so slow) that they had to be let go.
Obviously, I am more educated now on the topic and I know that it helps from a medical perspective in ways that pharmaceutical drugs could never. What I am getting at, is that there was a luxury in saying ‘no’ which only came from the fact that we had a marketing strategy and we implemented it with dedicated resources.
With COVID, our business plan went a little haywire. In fact, I put it in my bottom draw and became this reactive, not proactive entrepreneur. Everything that I despise in entrepreneurs became who I was – as a traditional leader.
But something happened last week that changed everything. This company that has provided me with so much in life, became my passion – once more. I love marketing. Can I say it again? I love marketing!
With COVID, that passion evaporated and like many others, I found solace in Netflix, not reading the latest in marketing techniques or being inspired by design.
Having a business plan is essential to any business. Just like having a marketing strategy. Without both working seamlessly together, it’s hard to reach goals. There is a statistic from Unbounce.com which says that you are 313% more likely to achieve goals if you have a marketing strategy in place. Who wouldn’t want to take those odds?
Today, I sit here after not writing a blog in months, and I have put to paper the reality of falling behind, being too busy, not finding the time to do things that matter and giving honestly to a situation that is something that many other entrepreneurs can resonate with.
There are business plan templates all over the internet, and for a marketing strategy, ask your marketing agency or work with Robotic Marketer. The latter is a company that is owned by me, that gives you an accurate and detailed marketing strategy, taking you and your team through a process that is both empowering and thought provoking. To get everyone on the right track, with buy-in to your marketing strategy will only help you achieve it faster.
I also use two technologies to ensure that our marketing strategy, is done the way it is intended. AirDeck is a presentation tool – and super cool to use to communicate internally your marketing strategy, but also for all presentations especially sales decks. Nimble is my preferred CRM for small to medium sized businesses. It has absolutely everything you could hope for it to have – even tracking of leads on social media. What I love about this technology is that is actually used. How many companies have technologies that never get used, no matter how good people’s intentions are?
Photo by Prophsee Journals on Unsplash