Marketing

Controls are the specialized systems that you implement in your company that make sure that your team is doing the right things, at the right time, to produce the desired results. The best controls make the default behavior the right behavior. And they empower your team to get better results with less effort by giving them immediate feedback and a more defined playing field.

Think about how much you spend on generating new leads for your company to sell to, remember to calculate in not just your direct ad spend, but also the cost of your staff time. You likely spend 5-15 percent of your gross revenues on marketing, with the goal of giving your sales team (or sales system if it isn’t a live person doing the selling) the best quality leads possible.

Tiffany is a 28 year old entrepreneur who grew up in the age of Facebook®. For all her fluency with social media, she didn’t even use Instagram before the launch of her new food brand, Simple Girl®. But when she and her partners were launching their Simple Girl brand of all-natural, sugar-free sauces and salad dressings she knew she needed to reach out to where her future customers were – Instagram.

I want to let you in on a business coaching secret – simple scorecards not only give you meaningful feedback, but more importantly, they automatically focus your attention on those fewer, better things that make a difference in your business. How does this impact you as you scale your company? Simple, in order to scale your business you need a rock-solid base in all the five core pillars of your company: Sales/Marketing; Operations; HR; Executive Leadership; and Finance.

Klayton owned a successful retail and service contracting company in Atlanta, Georgia. When I first met him he was in his early thirties and had a steadily growing business. But, he had reached a point in the business that he was bogging down managing the day-to-day of running the company and as a result, his growth had slowed dramatically.

I wanted to share with you three metrics (numbers) you must measure for your “marketing score board.” As I have in previous blogs, I am going to emphasize the theme of simplicity. Complicated metrics will just overwhelm you. You’ll use a simple score board. What’s more, a simple score board will help you to successfully scale your marketing efforts and grow your sales.