A friend of yours invites you a charity gala dinner organised by her business. By coincidence, you both turn up at the same time, her Jag just beating your Golf into the car park.
“Ah, I....erm....well, it’s....erm.....how about that engagement, though?” A lot of marketing consultants tend to go a bit ‘Hugh Grant’ when they’re confronted about return on investment (ROI), preferring to lean back on easy stats – vanity metrics – to prove their marketing effectiveness.
Marketing is often perceived by outsiders as being a creative industry, and, indeed, much of it is. Marketers are often caricatured as quirky creatives or flashy account managers – not skilled data analysts. But the most important thing in marketing is data: customer contact details, website analytics, email click throughs and everything in between. Get data management, analysis or reporting wrong and everything else that follows is potentially wrong, too.
It doesn’t matter? Really? Surely it DOES matter which CRM you decide to use? To some extent, you’re right - but many businesses go into the decision-making process the wrong way round. Generally, a business owner will realise (or have been told) that they need a CRM, purchase a system and then attempt to work out how it can meet their needs. Without this pre-planning, the tool is used badly, and when usage slows, it’s the system itself that is blamed for the waste of resources.
Another financial year over. How did your business do? Did you hit your targets? Exceed them, even? If you could do it again, what would you do differently? Year end is the perfect time to take stock of your performance over the last twelve months and plan for the future. Not only for the financial year ahead: for your hiring plans, product development and – of course – your marketing.