Most organizations do a pretty good job of tracking basic marketing KPIs – top of the funnel performance metrics like webpage visits, session lengths, bounce rates, and lead conversions. Those are early indicators. They tell us if our marketing is accomplishing its most basic function – attract an audience and generate leads. 

Your marketing, however, should accomplish much more. Ultimately, isn’t the role of marketing to help drive revenue?

We serve clients. Our team exists to provide services that set a client up to succeed. We provide a service that's a part of a bigger plan with bigger goals and expectations, but what we do plays a major part in supporting the end product and success. In a way, I define my success by our clients' success. 

This time of year, many organizations start turning their attention to 2018. Why don't they wait until January? What’s the rush? These organizations understand that setting goals isn’t enough. Growing their business and meeting revenue targets requires planning. Goals without a plan are just wishes. If you wait until January to start planning, then you’ll already be behind. Now is the time to put your sales and marketing strategy under the bright lights and give it a thorough assessment.

But what’s that assessment look like? What should you be reviewing? What questions should you be asking? Every organization is different, but here are a few topics you should cover and a few questions that will get your discussion started.