Monday, October 17, 2005

Boiled Down Goals

Sometimes it is easy to get caught up in the ideas and day to day work and to forget that there is a core goal. For a business, the core goal is to make money. Period. Otherwise you are a non-profit. Your personal goals may be to help people and make everyone feel warm and fuzzy, but by definition, a business must have at it's root, the goal of being profitable. Take this same outlook to the department level, and now marketing can be boiled down to "Make people that were not aware of us, aware of us." Judge each advertising effort this way. How many additional people are aware of us. (This does not mean how many people glossed over your ad.) Sales department is to convert people that are aware of you into people that are paying you. If you write the core goal of each area, and have people report on how they met that core goal, then measuring success becomes more easy.