Tag Archives: Performance

BEING ‘COOL’ CAN LEAVE YOUR CUSTOMERS COLD

I read a headline in one of the numerous marketing newsletters I read each day that said ‘The 5 KPI’s Marketers Need to Measure’.

I thought to myself, “Wow, I must be out of touch because I don’t even know what a KPI is.”

I felt a little better after talking to five high-profile marketing types who also did not know what a KPI is.

Your clients and prospects are wary of lazy short-form applications (you might call them SFA’s…lol) written to make the writer feel trendy, and the reader feel obsolete.

By the way, the author apparently wanted KPI to mean ‘key performance indicators’.

I went online and found a site that listed over 100 three letter ‘marketing terms’.

I stopped at the C’s:

CPM, cost per thousand

CTA, call to action

CMO, chief marketing officer

CAC, customer acquisition cost

CRM, customer relations manager

COS, content operating system

CPC, cost per click

CPV, cost per view

CCO, chief creative officer

CPP, cost per point

CBS, creative brief summary

CSI, customer satisfaction index

CPL, cost per lead

There are 26 letters in the alphabet, meaning there are 17,576 possible
three-letter combinations. I have no intentions of learning them all and neither do your customers.

Using trendy marketing terms might make you feel important, but you’ll never lose points by saying what you mean rather than using trendy or misunderstood short forms.

How to Predict Your Results for 2016

Past performance can’t help you reliably predict future results. Just look at your mutual fund performance to verify that.
Yet many sales managers and general managers dwell upon sales reports… of past results.
It can be much more productive to measure Activity Planners. Activity Planners can help you reliably predict future results.
It’s been said that “if it can’t be measured it can’t be managed” but conversely, productivity demands that we should only measure that which can be managed. We can’t change or manage our sales reports.
But we can certainly manage and plan more activities, like prospecting, CNA’s (customer needs analysis) presentations and super-serving our clients.
Instead of asking your sales people to hand in ‘call reports’ or works of fiction on what they did yesterday, it can be much more productive to monitor their Planned Activity Reports.
You know if you fail to plan, you plan to fail.
If you had a great quarter, get over it. Your commission and bonus cheques are on the way.
Your focus needs to be on your Activity Plans moving forward. Based upon closing ratios and average sales, and managing the activities that produce results, you can reliably predict the future.
P.S. One of the proven activities you might consider including in your plans for 2016, is our Top of Mind Awareness (TOMA) surveys and presentations. These surveys consistently prove that Radio works, and our local TOMA presentations will help your sellers close more new business. Contact[email protected]  for an overview of our surveys.
Sincerely,

Wayne Ens

ENSMedia Inc.

705-484-9993