Dec 28, 2017
In Episode #515, Eric and Neil discuss how although marketing is
fundamentally quite gray (“We’ll help get you some impressions.”),
nowadays you are able to hold marketers accountable. Tune in to
learn how to make things less ambiguous by assigning your team
specific, bit-sized tasks and goals.
Time-Stamped Show Notes:
- [00:28] - Today's topic: How to Hold Marketers
- [00:32] - Marketing is fundamentally quite gray (we’ll help get
you more reach, some impressions, etc.), but nowadays you are able
to hold marketers accountable.
- [00:50] - However, it’s still easy to make things ambiguous and
wiggle out of being held accountable.
- [01:10] - As manager, you want to hold your team accountable,
- [01:15] - Eric likes to hold his team accountable for just one
priority metric, like a CPA (cost per acquistion) goal or a certain
return on ad spend.
- [01:45] - If you’re not tracking these numbers, it’s too easy
to get off your goal.
- [02:04] - Neil finds that if you give a marketer too many
things to do, they won’t perform well, so he breaks down everything
into small, bite-sized pieces for his team.
- [02:19] - For example, at Crazy Egg, he has a team that just
focuses on everything from visitors to putting in a URL/signing up.
Then he has another team that focuses on everything from signing up
to paying. Then he has another team that focuses on everything from
payment to installing the product. Etc.
- [03:15] - Give people one marketing task.
- [03:54] - Eric recommends reading the book
The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary
- [04:30] - One metric that Eric looks at for the client
fulfillment team is retention.
- [04:55] - Another metric he might look at is traffic or email
conversions for the blog.
- [05:20] - It's all about FOCUS, and the one thing that most
companies get wrong: they want their marketers to be accountable,
but they just say “Go market our business.” Instead, you should be
assigning specific tasks to each marketer on the team.
- [05:55] - When you use a “lagging” metric like revenue, that’s
a little difficult for people to hit. Instead, from an SDR’s
perspective, you should tie them to a more active metric than just
sales appointments, like number of calls made per day.
- [06:54] - That's it for today! Go to SingleGrain.com/giveaway for
a special giveaway.
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