Marie Kondo is well known for her advice on “tidying up”. She focuses on decluttering and organizing closets, bookshelves, and homes. Some of her concepts can also apply to data management and data quality. While we may have to keep data that doesn’t necessarily “bring us joy”, we certainly don’t want to keep data that is inaccurate or no longer useful.
Have you ever wondered whether your marketing efforts were making a difference? I have. I write a newsletter 6-8 times a year, and I’m questioning if this is a good use of my time. Are my efforts moving the needle, so that prospects and clients are meaningfully engaging with TopLine Results?
This is where marketing attribution reports can provide significant insight.
Do you know how well your website is working for you? Are you getting the leads you think you should be getting from your website? Are your key words working for you? How does your website compare with your competition?
Managing a website can be a full-time job, but there are several tricks to making it work as well as you want it to.
Everyone has a number! That’s a key concept from The Entrepreneurial Operating System® outlined in Traction: Get a Grip on Your Business, the popular business book by Gino Wickman. These numbers are recorded in the Company Scorecard, which identifies:
Who is responsible?
What is the measurable?
What is the goal?
What is the weekly metric toward achieving that goal?
Generally, these numbers are activity-based, and not high-level numbers you see on a profit and loss statement (P&L). For example:
For marketing, the measurable might be:
The number of leads generated, or
The click-thru rate on an email campaign, or
The number of event registrants.
As a busy professional, I don’t like to waste time looking for things that should be evident or easily found – especially on my computer. I regularly use a Customer Relationship Management (CRM) system, and thankfully most have robust search tools to find what I need quickly.
Regardless of the data you read, great alignment of your sales and marketing teams can be your superpower:
8% to 32% increase in revenue1, 2
38% higher win rates2
6.1% increase in average deal size1
36% increase in customer retention2
27% faster profit growth3
Experiencing any one of those performance indicators could turbo-charge your year! However, most organizations see multiple benefits from sales and marketing alignment, not just one.
Non-profits are often challenged to consistently raise the money they need to serve their clients – especially if their client base and services are growing. Consequently, fundraising becomes a priority and drives a lot of the decision-making for Executive Directors.
A marketing list in CRM is generally a subset of your contacts (or leads) with whom you want to communicate. The members of the list likely have something in common – perhaps they are all working at non-profits, or maybe they are small to medium business owners in a tri-state area.
If you are a Zoho CRM user, then you’ll want to consider downloading two apps to your smartphone: Zoho CRM and CardScanner. If you are an Android user, both apps are available in the GooglePlay App Store. For Apple iPhone users, both apps can be downloaded from the Apple App Store.
If you are working from home, you may be finding lots of value in your customer and prospect database, or you may be coming to the realization that it is a mess. One of the fastest ways to make a mess of your Customer Relationship Management (CRM) system is to create duplicates.