Marketing is driven by the desire to achieve success. But we rely on hard numbers and metrics to determine success. And each successful campaign may have a different goal. Did we acquire enough new users? Did we sell through our condo inventory? Did we get enough click throughs to the white paper?
But when we set our objectives and create our measurement programs for a campaign, we can get bogged down in metrics and the desire to optimize. Measurement is important. If you can’t measure it, did it happen? But over analyzing the possible success rate of a campaign may make you fail before you even get started. Why? Because you’re wasting time with analysis paralysis. You can discuss a content piece or feature that might generate success. But it won’t have any traction if it doesn’t publish.
The ability to concisely and clearly articulate the value and potential impact of your service or product is the best sales tool you can have. What’s so great about your company or product that you can share in ten seconds or less? Is it defined, relatable and concise?
Analysis paralysis is easily remedied. Gaining the ability to take a risk with content or simply picking up the phone and having a conversation can get your team up and running instead of revising, revising, revising. Don’t forget that empowering your team is a crucial component to overcoming the overthinking that comes with the desire to be successful. Trust their intuition, experiences and ability to succeed in their roles.
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