¿Tu plan de marketing está configurado para el éxito? Usa esta lista de verificación para averiguarlo.
It’s crunch time for marketing teams, with 75% of CMOs facing pressure to do more with less. But in the quest to drive revenue, a great marketing plan isn’t always enough—it’s how you implement it that matters. In this article, learn how leaders can put their annual plans into action and ensure every campaign is set up to drive revenue growth, without wasting valuable time and money in the process.
3 formas de lanzar campañas de marketing más rápido con Asana
Únete a Gympass y Asana para aprender a alinear a las partes interesadas, supervisar el rendimiento en tiempo real, automatizar los procesos manuales y mucho más.
1. Align marketing and sales with shared goals
Only 23.1% of sales professionals say sales and marketing are strongly aligned. But it doesn’t have to be that way. By rallying marketing and sales teams around shared goals, you can break down silos and ensure everyone is working in the same direction.
Para tener éxito como especialista en marketing, debes cumplir con el proceso y los ingresos.”
For shared goals to work, a few different things have to happen:
Marketing and sales decide on the key metrics they’ll use to measure success—like revenue or closed deals. By keeping those metrics consistent across teams, you ensure everyone is aiming for the right targets.
Both teams align on their ideal target audience, so all efforts are spent in the right place. For example, this could mean mapping marketing campaigns and sales tactics to specific buyer personas.
Teams make their shared goals visible across the organization—so both marketing and sales stay accountable and on track. For example, leaders can use work management software to ensure every sales tactic and marketing campaign ladders up into shared goals.
Estudio de caso: Conectar el trabajo con los objetivos en Lucid
Lucid usa los objetivos en Asana para dar seguimiento a los OKR de la empresa y asociarlos con las tareas de los empleados, de modo que cada iniciativa se asigne a un objetivo de Business. Cada trimestre, los jefes de programa se aseguran de que los equipos creen OKR trimestrales y los actualicen a lo largo del trimestre, para garantizar que el trabajo se mantenga al día.
2. Set actionable targets
Despite the importance of goals, 90% of executives at companies with annual revenues of $1 billion fail to reach all their strategic objectives because they’re too difficult to implement. Closing that gap between goal setting and implementation is essential for marketing success—and leaders can solve this by making every campaign goal actionable.
One way to create actionable goals is with objectives and key results (OKRs)—a goal-setting methodology that pairs objectives with the metrics teams use to track progress. OKRs follow this simple but flexible template: “I will [objective] as measured by [key result].” In this format, the objective is the goal you want to achieve, while the key result is the metric you’ll use to measure progress.
Estudio de caso: objetivos en Asana
El equipo ejecutivo de Asana establece los objetivos de negocios, pero los equipos individuales crean resultados clave para alinearse con esos objetivos. Luego, cada miembro del equipo establece sus propios resultados clave personales que se suman a los resultados clave más amplios del equipo. Este enfoque les da a los empleados un norte al que apuntar, asegurando que todo el trabajo se conecte con los objetivos clave del negocio. Pero los líderes (que a menudo no tienen el panorama completo) no necesitan ser demasiado prescriptivos. En cambio, los equipos y las personas pueden establecer y asumir la responsabilidad de sus objetivos específicos.
3. Communicate your plan
If your marketing plan stays in a drawer to gather dust, it’s not going to yield results—period. Employees need visibility into company and marketing team objectives, so they know how to plan and prioritize campaign work. Despite the importance of communicating goals, it’s still a challenge for many leaders. According to our research, only 16% of employees say their company is very effective at setting and communicating goals, and only one quarter of employees say they have a very clear understanding of how their work relates to company goals.
Technology, like work management systems with built in OKR features, solves this by enabling everyone to see business goals and visualize how their work ladders up into those top-level objectives. That means the leadership team doesn’t need to spend lots of time and effort to guide workers in the right direction. Instead, marketers have enough information to guide themselves—choosing on their own the best way to support your marketing plan.
Investigación destacada: datos de definición de objetivos ejecutivos de The Work Innovation Lab
4. Track goals and course-correct
It’s critical for leaders to adjust their strategy as conditions change. Shifting marketing conditions, new competitive threats, and other internal and external factors can put goals at risk—or even open up new areas of opportunity. Without a system to track and adjust goals, leaders can’t monitor the situation and adjust their strategy. They’re like a pilot flying blind, following a pre-set course despite changing weather and air traffic patterns.
Here’s how marketing leaders can successfully track and course-correct goals:
Document goals in a central place, so every team can see what your starting targets are. Having a record is especially important if you need to shift goals later.
Decide on a regular reporting and status update cadence to keep teams informed on progress. For example, check and share your goal progress every month for a quarterly objective.
Share status updates in one place, so teams can see a record of progress over time. Ideally, stakeholders should be able to find and look through past status updates whenever they need to.
Decide in advance who is responsible for updating goals if market conditions change. Creating a decision-making framework ahead of time ensures teams carefully evaluate any changes, especially when those changes will impact the entire marketing organization.
Investigación destacada: datos de seguimiento de objetivos ejecutivos de The Work Innovation Lab
5. Keep teams accountable
Setting, communicating, and tracking goals is one thing, but how do you ensure work stays on track once it’s assigned out across the marketing org? Keeping teams accountable is one of the greatest challenges when it comes to delegating work, but it’s doable with a bit of extra structure. The key is to clearly define roles and responsibilities, so everyone knows exactly what they should be doing.
Here are a couple different frameworks you can use to keep teams accountable:
RACI charts: A RACI chart clearly identifies a project team’s roles and responsibilities. By following the acronym, you can clarify who’s in charge of what—so there’s less confusion and you can move forward decisively. The acronym stands for: Responsible, Accountable, Consulted, and Informed.
RAPID® decision-making: While a RACI chart defines project roles, the RAPID® framework assigns roles for the decision-making process itself. The framework identifies five key roles for major decisions: Recommend, Agree, Perform, Input, Decide.
Estudio de caso: Áreas de Responsabilidad (AoR) en Asana
Cuando los trabajadores tienen un área de responsabilidad, significa que la empresa confía en ellos para hacer que el trabajo avance de la manera que crean mejor, siempre que esté dentro de su área específica.
Cómo Asana usa la gestión del trabajo para campañas más impactantes
Descubre cómo el equipo de marketing de Asana alinea a las partes interesadas al centralizar la planificación y la producción de las campañas.
Turn your plans into action
You’ve put a lot of work into annual planning—now it’s time to turn those plans into revenue-driving campaigns. For more actionable insights, check out our webinar about how to create a successful marketing plan for 2024.
3 formas de lanzar campañas de marketing más rápido con Asana
Únete a Gympass y Asana para aprender a alinear a las partes interesadas, supervisar el rendimiento en tiempo real, automatizar los procesos manuales y mucho más.
