성공을 위한 마케팅 계획이 수립되어 있나요? 이 체크리스트를 사용하여 확인하세요.
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.
Asana로 마케팅 캠페인을 더 빠르게 시작하는 3가지 방법
Gympass와 Asana에 가입하여 이해관계자를 조율하고, 실시간으로 성과를 모니터링하고, 수동 프로세스를 자동화하는 방법을 알아보세요.
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.
마케터로서 성공하려면 파이프라인과 수익을 창출해야 합니다.”
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.
케이스 스터디: Lucid에서 업무와 목표 연결하기
Lucid는 Asana에서 목표를 사용하여 회사의 OKR을 추적하고 이를 직원들의 작업에 연결하여 모든 이니셔티브를 비즈니스 목표에 매핑합니다. 프로그램 매니저는 분기마다 팀이 분기별 OKR을 만들고 분기 내내 업데이트하여 업무를 계획대로 진행할 수 있도록 합니다.
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.
케이스 스터디: Asana에서의 목표
Asana의 경영진은 비즈니스 목표를 설정하지만, 개별 팀은 이러한 목표에 부합하는 핵심 지표 결과를 만듭니다. 그런 다음 각 팀원은 더 넓은 팀 핵심 지표 결과로 이어지는 개인적인 핵심 지표 결과를 설정합니다. 이러한 접근 방식은 직원들에게 목표로 삼을 북극성을 제공하여 모든 업무가 주요 비즈니스 목표와 연결되도록 합니다. 그러나 리더(종종 전체적인 그림을 파악하지 못함)는 너무 규범적일 필요가 없습니다. 대신 팀과 개인이 구체적인 목표를 설정하고 소유할 수 있습니다.
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.
연구 스포트라이트: The Work Innovation Lab의 경영진 목표 설정 데이터
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.
연구 스포트라이트: The Work Innovation Lab의 경영진 목표 추적 데이터
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.
케이스 스터디: Asana의 책임 영역(AoR)
직원에게 AoR이 있다는 것은 회사가 해당 직원이 자신의 특정 영역에 속하는 한 가장 적합하다고 생각하는 방식으로 업무를 진행할 수 있다고 신뢰한다는 것을 의미합니다.
Asana가 업무 관리를 사용하여 더 영향력 있는 캠페인을 수행하는 방법
Asana의 마케팅 팀이 캠페인 계획과 제작을 일원화하여 이해관계자를 어떻게 조율하는지 알아보세요.
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.
Asana로 마케팅 캠페인을 더 빠르게 시작하는 3가지 방법
Gympass와 Asana에 가입하여 이해관계자를 조율하고, 실시간으로 성과를 모니터링하고, 수동 프로세스를 자동화하는 방법을 알아보세요.
