Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Moving the needle

with 3 comments

mathteacherAnybody here love math when they were in school?

How about you marketing types? How much do you love math?

I know someone that loves math. Your boss. If you’re charged with marketing tasks, you had better know this is more than just being creative and clever. Your CEO (and your CFO) wants to know what have you done for the bottom line? Did the latest marketing campaign generate more sales? Did the most recent branding effort generate more recognition? If you spent money, you better have made money. Did you move the needle?

When I was Creative Services Director for a couple of television stations, my actions and initatives were constantly questioned (by myself and others) if they satisfied at least one of the three ‘R’s: ratings, recognition, and revenue. If my activity wasn’t geared toward moving the needle in one of those areas, then it wasn’t worth doing. And let’s face it, focusing on ratings and/or recognition is simply an indirect way to build revenue.

If you’re not being held directly accountable for your metrics, then your company is being done a disservice. If that’s the case, you would be wise to start building your own tracking systems. Or else, how are you going to know if new efforts are moving your company in a postive direction?

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3 Responses

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  1. I think these systems for accounting need to be in place whether you are a big company and more importantly, if you a currently a small one.

    Systems are necessary:
    http://www.sitepoint.com/blogs/2009/03/14/lessons-learned-why-my-first-business-failed/

    Topher

    March 15, 2009 at 1:26 pm

  2. […] the needle in some way. You might not see an immediate increase in customers, but you might be moving the needle in other ways. For example, are you customers even more satisfied? If they are, you might not be […]

  3. […] it enough times and it will be effective. Possibly related posts: (automatically generated)Case Study: Mass MutualPreparing your business […]


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