What’s Your Process To Boost Your Marketing ROI?

Do you have a process in place to boost your marketing ROI?  Without one, you are likely to spend time and resources inefficiently.

I believe the first step in the process is to leverage market intelligence. Without it, you can’t establish a clear path to success.

We’re implementing the “Whale Hunting” process to ensure we are spending our time and resources efficiently as we grow our business with clients that are 5 times and greater than our size. Gathering intelligence is a critical step.

If you’re not familiar with the Whale Hunting process, I’d encourage you to learn more about it. I had the pleasure over the weekend to have Barbara Weaver Smith, co-author of the book “Whale Hunting. How to land big sales and transform your company”, speak to a peer group I belong to. Barbara was adamant that success is 90% process and 10% magic.

If you have some marketing “cowboys” on your team, better get out the rope and reel them in. You know who they are. They’re the ones willing to roll with an idea or program without first doing the research or establishing metrics to measure success.

A large part of the Whale Hunting process is establishing criteria for marketing and sales efforts, and then doing the research to fully understand if this is a direction or client you should pursue. You have to identify what’s important to you and then evaluate whether those you have on your radar are worthy of your efforts.

Of course, that’s just beginning. But, without that knowledge, you’re likely to spend big money to build minnow-size market share. Commit to a process based on market intelligence.